Gold Beer in new format

The Kazan brewery "Krasny Vostok" which makes part of the EFES Russia Group started production of Gold Beer in a new packaging. It is a glass bottle, 0.5 l, with a twist-off cork. Until now beer would not be bottled but in 1.5 l PET bottles.

The production shall be produced at breweries of the EFES Russia company in Kazan, Novosibirsk and Rostov-On-Don. The first lot shall be in retail network of Russia yet in September 2007. The recommended retail price of Gold Beer in a new packaging is RUR 18. The new format of Gold Beer packaging shall promote strengthening of the brand and stimulate its further growth and success on the market.

The launch of the new assortment position shall attract new customers and strengthen the perception of Gold Beer as quality beer at an affordable price. The twist-off cork is an additional convenience for the customer in compliance with the latest tendencies of the brewing industry. The target audience of the product is as follows: beer lovers of 18-28 years who are striving for the best, want to make a favorable impression and value in beer a composition of price and quality, and, in addition, its attractive look.

The brand Gold Beer jointed the portfolio of EFES Russia Group of Companies in February 2006 when Kazan and Novosibirsk enterprises of the association "Krasny Vostok" joined the group. The brand started its active development within the framework of the EFES Group. Thus, the brand sales volumes have increased, as well as its distribution and market share. In August 2007 the Gold Beer was the finalist of the All-Russia Contest "100 Best Russian Products". Gold Beer is a perspective and fast growing brand with a high potential.

According to Berke Kardesh, marketing director, EFES Russia, use of the new glass tare for beer shall allow that the number of consumers of the brand "Gold Beer" goes up. "The new packaging of beer can increase the number of reasons for its consumption. Besides, thanks to the new tare the product shall occupy a decent place on shelves of shops and supermarkets, Beer union said.