23 June, 2006

Russia: Ochakovo plans to increase beer sales by 6-7% in 2006

“Ochakovo is planning to increase beer sales by 6-7% and the sales-income by 15% in 2006,” Alexei Kochetov, President of “Ochakovo”, said June 15 in an online conference during which he answered questions from people living in Moscow, Krasnodar, Saint-Petersburg, but as well in Germany, Turkey, Israel and even USA.

“We have designed a new marketing and assortment programme. Brands will we popularized via television, press etc. The budget of this marketing campaign is set at US$18 million. In addition, Ochakovo has released beer novelties designed for the mass-consumption and premium market segments. We consequently relocated from our brand portfolio some were low-liquid items,” he added.

Kochetov observed that drinking culture is at a very low level in Russia. “That’s problem which doesn’t affects brewers alone, but the society as well,” he added.

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