Russia: SABMiller RUS expands beer portfolio with a new local brand

SABMiller RUS announced on June, 5 that it has expanded the line of its Zolotaya Bochka beer brand.

The company started production and sales of new Zolotaya Bochka Platinum.

Recent trends reflect that consumers prefer easy drinking products. Such products are characterized by the following attributes: easy drinking beer itself and transparent packaging. According to Nielsen, the five most successful SKU in this category have almost 20% of the premium segment.

Core brand Zolotaya Bochka is one of the oldest local premium brands. It ranks second in the premium segment with a market share in value terms of 11.0% (according to Nielsen, March 2009, cities of Russia with populations from 10,000 people). Until recently, its portfolio included four sorts targeted at various audiences in various consumption situations.

Zolotaya Bochka Platinum is the first light beer in transparent bottle of 0.5 litres. Its shape is different from the mainline packaging pattern and it is the first time a transparent label has been used by SABMiller in Russia.

SABMiller RUS is a subsidiary of one of the world's leading brewing companies, SABMiller plc. In Russia the company has operated from 1998. The company's portfolio is comprised of eleven brands, among which are the well-known SABMiller international premium brands Miller Genuine Draft, Grolsch, local brands such as Zolotaya Bochka and premium licensed Redd's, Velkopopovický Kozel and Amsterdam Navigator.

10 June, 2009