Russia: SABMiller’s ESSA targets female beer lovers

SABMiller RUS has started production of new brand ESSA at its brewery in Kaluga, having extended its presence in the flavoured beer category, the company announced on June, 15.

"Russian consumer market research as well as flavored beer segment growth dynamics shows that the 'female' subcategory has great potential," says Bertrand van Renynghe, Marketing Director SABMiller RUS.

SABMiller RUS already own a brand in the female segment of the market - REDD'S.

ESSA will be packed in 0.5 L glass bottle. The price will correspond to the premium segment niche. It has fruit taste of pineapple and grapefruit.

The beer will be distributed in the territory of Russia and CIS countries.

SABMiller RUS is a subsidiary of SABMiller plc, the world’s second-largest brewer after the Belgian AB InBev, with brewing interest in 60 countries.

SABMiller RUS is one of the leading brewing companies in Russia with value share of 10.8% and volume share of 7% (according to AC Nielsen data from December 2009).

16 June, 2010