Russia: Heineken group launched Edelweiss brand

Heineken group in Russia started brewing Edelweiss unfiltered premium brand at “Heineken Brewery” in Saint Petersburg, the Ukrainian Agency of Industrial News communicated July 13. Starting from July 2006, the brew will be rolled out in 0.5 glass bottles conditioning and start forwardly populate Moscow, Saint Petersburg, Yekaterinburg and other Russian large cities markets’ shelves. The expected price per bottle is RUR36.

Heineken group in Russia includes 10 breweries based in different districts of Russian Federation. Heineken NV acquired its first plant in Russia, “Bravo International” in Saint Petersburg in 2002 (which became “Heineken Brewery” from the 1st of 2003) along with a widely known brand portfolio including Bochkarev and Ohota.

The Heineken brand started to be released one year later along with Buckler brand. Beginning with July 2005, Heineken Brewery rolls out Guinness Foreign Extra Stout and is the exclusive distributor of Draught Guinness and Kilkenny brands in Russia. The company started to brew the Amstel brand in December 2005 and Zlati Bazant brand in February of the same year.

The group announced March 06 the signing of a license agreement with American brewer Anheuser-Bush enabling Heineken to brew the Bud brand in the forthcoming months at Heineken Brewery in Saint Petersburg.

Heineken Russia is the third Russian brewer. It employs over 9,500 workers.

14 July, 2006