Bulgaria: Ledenika&MM to launch new beer brand

Locally-owned beer maker Ledenika&MM will launch a new brand in March, said the company's general manager Mihail Mihov, according to Dnevnik, February 27.

The new product, which took the company 9 months to develop, will be aimed at the youth demographic and will retail in glass bottles with pull-ring closures.

At the moment, the brand basket of the company consists of Ledenika, MM, Varna and Haberman.
According to Mihov, Ledenika&MM owns 20% of the local beer market.

Domestic beer sales rose 13% to 4.8 mln hectoliters in 2006, according to data of the Union of Bulgarian Brewers. The figures do not include Ledenika&MM business since the company is not a member of the union. The business of non-members brings total consumption around 5.2 mln hectoliters, estimated the union.

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