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Russia: Irkutsk-based Heineken Baikal Brewery announced the release of the “Bereg Baikala” brand

The Baikal Shore brand refers to the mainstream price segment. The brewery plans to roll out the beer in two varieties, namely Bereg Baikala Svetloe and Bereg Baikala Krepkoye in 1.5 l PET. The Russian Brewers Union said November 23 it is expected that the retail price will rank to RUR35 for 1.5 l for the light variety and RUR38 for the same volume of the brand’s hard mixture.

Yuri Schwalbe, vice-president with Heineken Russia said: “We’ve created the Bereg Baikala brand for the Baikal region inhabitants who consider it their “small country home”. We are confident that the new brand will soon earn drinker’s trust and fidelity and will become a reference among the thinks the locals can be proud of.”

Sergey Filippov, marketing vice-president with Heineken Russia commented: “The new brand is designed to cement our positions in the region. In line with our other beers, Bereg Baikala will become an organic part of our well-balanced brand portfolio.

Starting with the release of the brand, Bereg Baikala will be supported by an advertising campaign targeting the biggest Russian cities in the Eastern Siberia: Irkutsk, Chita, Ulan-Ude, Bratsk, and Angarsk.

24 November, 2006