SABMiller RUS launches new female brand to the market (Translation)
15 June 2010
Last week SABMiller RUS started production of new brand ESSA, having extended it's presence in the flavoured beer category.
SABMiller RUS announces production start of new beer brand ESSA at its brewery in Kaluga and sales start in the Russian market.
"Russian consumer market research as well as flavored beer segment growth dynamics show that the "female" subcategory has a great future growth potential. - says Bertrand van Renynghe, Marketing Director SABMiller RUS. New product ESSA will allow us to extend the current brand portfolio and will let us keep developing the female subcategory, which our company opened up several years ago".
SABMiller RUS was the first brewing company in Russia which brought to the market the first product created especially for women - beer REDD'S and therefore opened a new subcategory in the market.
ESSA brand is a radically new proposal on the market. It is beer of premium price segment with juicy bright fruit taste of pineapple and grapefruit.
The new product recipe was developed in Russia along the most innovative requirements and with consideration to the well-studied consumer preferences and with careful selection of the fruit tastes mix. The bright fruit mix of pineapple and grapefruit is a new and unique offer in the Russian beer market.
ESSA will be packed in 0.5 L glass bottle. The price will correspond to the premium segment niche. ESSA's packaging reflects the brand's feminine character.
The new brand launch will be supported with outdoor and TV advertising campaigns and POS material placement in outlets.
Beer will be distributed in the territory of Russia and CIS countries.
SABMiller RUS is a subsidiary of SABMiller plc, one of the world leading brewing companies, with brewing interest in 60 countries. In Russia the company operates from 1998, when its first brewery in Kaluga was launched. SABMiller RUS is one of the leading brewing companies in Russia with value share of 10,8% and volume share of 7% (according to ACNielsen data December 2009). Overall corporate investments amount exceeded $700 million. There are three production sites in Kaluga, Vladivostok and construction of new brewery in Ulyanovsk is nearly completed. Today there are over 2000 employees across the country.
Company brand portfolio comprises of such well-known international brands as Miller Genuine Draft, Pilsner Urquell, Velkopopovicky Kozel, Peroni Nastro Azzurro, Grolsch, Amsterdam, «Zolotaya Bochka» и «Tri Bogatyrya» and others.
ESSA - new premium feminine beer with unusual taste, which is unique for Russian market, taste of juicy pineapple and grapefruit.
This SABMiller subsidiary news release has been translated from its local market language to English language for publication on www.sabmiller.com. We have attempted to provide an accurate translation of the original material but due to the difficulties of translation slight differences may exist.
Note, the news release was first published in its local market on [15/06/2010].