Russia: Yarpivo is to concentrate on the Moscow beer market

Russian brewing group Yarpivo has recently announced it expects its sales volumes to increase this year in Russia and especially in Moscow. Yarpivo is planning to concentrate on certain key markets, namely the Moscow area, Nizhny Novgorod, Yaroslavl and St. Petersburg, the Russian brewer’s sales director, Viktor Shcherbakov said on June 21. Moscow and its area is the key region for beer sales, according to analysts. In 2004 per capita beer consumption was of 85 litres and is forecast to increase to 90 litres in 2005.

Yarpivo expects to increase its beer sales in Russia this year by 10% up to 5.9 million hl versus 5.8 million hl in 2004. The brewer, which markets the Yarpivo and Volga brands, expects its market share in Moscow and the Moscow Region to increase from 4% to 6% this year, with sales in the area forecast to rise by 18% to 0.74 million hl.

Yarpivo owns the Voronezhsky brewery in Voronezh. Yarpivo is 60%-owned by the Carlsberg/S&N joint venture, Baltic Beverages Holding (BBH).

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