SABMiller RUS launches Zolotaya Bochka Razlyvnoe
13 March 2009
End of February at Kaluga brewery SABMiller RUS started new Zolotaya Bochka Razlyvnoe production, this rich beer with mild taste was brewed especially for keg beer taste lovers.
Zolotaya Bochka brand is for 10 years in the market and is one of the most stable and successful local premium brands. Zolotaya Bochka ranks second in premium segment, with market share in value terms 10, 6% (according Nielsen January 2009 large cities with population over 10 thousands people).
Industry experts pick up on the latest market trends such as consumers' disposition towards natural beer sorts, which are in production process retain wholesome elements and natural taste. Zolotaya Bochka Razlyvnoe is the market novelty that is expected. Lager with an ABV of 5,2% with rich balanced taste of keg beer.
«Zolotaya Bochka» brand extension will let us to increase brand market share, - says Bertrand van Renynghe Marketing Director SABMiller RUS, - as well as strengthen brand leading position and brand image in general ».
"Zolotaya Bochka Razlyvnoe" will be on sale in golden-brown bottle of 0,5 liter, with beer mug shape resembled. New SKU will be distributed in all large cities of Russia through traditional retail system and supported with national advertising campaign with TV, outdoor and POSM advertisement placements.
SABMiller RUS is a subsidiary of one of the world leading brewing companies SABMiller plc, with brewing interests in 60 countries on 6 continents. In Russia the company operates from 1998. The company's portfolio comprises of eleven brands, among which are the well-known SABMiller international premium brands Miller Genuine Draft, Grolsch, local brands such as include "Zolotaya Bochka" and premium licensed Redd's, Velkopopovicky Kozel and Amsterdam Navigator. According to ACNielsen data 2007 company volume share was 6%, value share was 10%. SABMiller RUS employs over 1,800 employees in Russia and has a production site in Kaluga and Vladivostok and invests in Greenfield brewery construction in Ulyanovsk.
Zolotaya Bochka - leading band in portfolio of SABMiller RUS. It was launched in April 1999 its recipe was developed in line with World Class brewing standards with consideration of Russian consumers preferences. The best selected malt and hop sorts are used for brewing. In 2003 brand was re-launched with new positioning and in new packaging. From 2005 beer Zolotaya Bochka is bottled in user-friendly bottles of 0, 5 and 0, 35 liters with twist off crown cork. From October 2007 all sorts of «Zolotaya Bochka» in bottles of 0, 5 liter are featured with bottom-bottle-opener. Zolotaya Bochka extension includes such sorts as: «Svetloe», «Klassicheskoe», «Vyderzhannoe».
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