SABMiller RUS extended Zolotaya Bochka brand portfolio

SABMiller RUS started production and sales of new easy drinking Zolotaya Bochka Platinum.

Russian beer market today offers a very wide range of relevant offers to consumers, reflecting consumer preferences and trends. Recent trend reflects consumer preferences to easy drinking products. Such products are characterized by the following attributes: easy-drinking beer itself and transparent packaging, five most successful SKU in this category according to Nielsen have almost 20% of the premium segment (Nielsen Retail Audit, MAT Mar’09).

Core brand "Zolotaya Bochka" is one of the oldest local premium Russian brands which ranks second in premium segment with market share in value terms 11,0% (according to Nielsen, March 2009, cities of Russia with population from 10 thousand people). Until recently its portfolio included four sorts targeted at various audiences at various consumption situations, now it launches new extension which reflect recent market trends and will allow extending brand audience.

«We launch «Zolotaya Bochka Platinum», as we decided to give impact to the core brand of «Zolotaya Bochka» with the help of new easy-drinking offer, unique in its taste and in packaging perspective, - says Bertrand van Renynghe Marketing Director SABMiller RUS. We are confident that, new «Zolotaya Bochka Platinum» will attract new dynamic consumers, open to new tastes».

«Zolotaya Bochka Platinum» is brewed with the help of selected soft sorts of hops, which make the beer taste light and refreshing.

«Zolotaya Bochka Platinum» it is the first light beer in transparent bottle of 0,5 l in «Zolotaya Bochka» portfolio, its shape is different from the main line packaging pattern and it is the first time when transparent label is used by SABMiller in Russia.

«Zolotaya Bochka Platinum» launch will be supported with national advertising campaign featuring the product on TV, in outdoor advertising and in trade channels.