Russia: Brazilian beer “Brahma” 1 year in heating up the Russian market
"SUN Interbrew" announced on April 27 excellent results of one year of Brahma® sales in Russia.
Brahma's® roots trace back to 1888, and it is one of the most popular beer brands in Brazil. Today Brahma® is one of InBev's four global brands and the 6th-largest beer brand in the world. In 2005 InBev launched Brahma® in more than fifteen markets around the world. For the Russian consumer it was introduced one year ago - in April 2005.
To date Brahma® is brewed by SUN Interbrew in its Russian breweries - Klin and the Omsk affiliate SUN Interbrew, JSC. In the near future, this beer will also be produced in the SUN Interbrew brewery in the town of Pushkin. This is the evidence of the popularity of the brand on the Russian market - in 2005 Brahma® sales more than doubled the company's forecasts.
Brand-manager of SUN Interbrew Julia Vysotskaya said that the first year of Brahma® in Russia could be described as very successful: "Brahma® succeeded in the fastest build up of the distribution in the licensed beer market segment in Russia - during the first 6 months of Brahma's® presence on the Russian market, the weighted national distribution of the brand made up 47%, and after the first year - over 55%. This shows that in addition to the tremendous efforts of the sales team, the beer was very positively perceived by the trade segment".
During the first five months of Brahma's® sales in Russia the brand took up the 8th place in the licensed beer market segment, with around 300 beer brands present in this segment. In the beginning of March 2006 the market share of Brahma® in the super premium segment was 5.8% (according to "Business Analitica" market audit http://www.businessanalytica.ru).
Brahma® is packaged in a transparent bottle of original shape with a visible curve. As of May the bottle will have an easy to open twist-off cork. In June Brahma® will introduce new advertisement campaign in various media-channels, building on Brahma's® the original concept, inviting the consumers to get tuned to effortless flair - what Brazilians call 'ginga'. Ginga is an attitude and lifestyle which is all about having an optimistic and creative approach to life.
Brahma®'s taste is light and refreshing, with no aftertaste. The citrus after-notes and its lack of bitterness gives Brahma® its nice aroma and mild taste. Brahma® has 4.6% ABV-a gravity of 11%. It is bottled in transparent curved glass with embossed BRAHMA lettering, and comes in two sizes: 0.33 liters and 0.5 liters. For additional information visit www.brahma.com
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