E-Malt.com News article: Russia: Russia to be the first to enjoy a unique beer by SABMiller

SABMiller RUS a subsidiary of SABMiller plc - one of the world's leading brewers - launches a new product which will only be available in Russia, the company announced on October, 29.

Miller Midnight is a unique dark lager, with the light refreshing taste of a pale one. This product is specifically brewed for Russian market and didn't exist neither in the Russian market not in the international one, SABMiller said.

As it is reported, the beer itself has been in development for two years. Brewing specialists, Ronda Dannenberg and Jackie Lauman, based at Miller's flagship brewery in Milwaukee, searched for the right balance between pale, crystal malt and caramel malt that contribute to Miller Midnight's uniqueness.

Miller Midnight will be get on sales in mid November and will be available in bottles of 0.3 and 0.5 litre and in kegs in Moscow and other large cities of Russia. Later on it will be exported to CIS markets.

Today Miller is one of the most successful international brands in SABMiller portfolio both in Russia and in the world. Miller Genuine Draft has been popular in Russia for fifteen years and is produced from 2000 year. Brand market dynamics prove that Russian consumers highly estimate soft taste and impeccable quality of classical beer. According AC Nielsen Miller Genuine Draft ranks second in super-premium segment according to market share (August 2008).

"We believe that launch of this new Miller Midnight variant will help to strengthen Miller's brand positioning as trend setter and style icon in Russia", - says Bertrand van Renynghe, Marketing Director SABMiller RUS


31 October, 2008