Russia: Yarpivo Breweries increase sales in H1 of 2005

In the first half of the current year, the group of brewing companies “Yarpivo” sold 27.2 million decalitres of beer, which is 4% more than the similar rates of the previous year (26.1 million decalitres). Sales volumes totaled 3 billion 505 million rubles, which exceeds the proceeds of the first half of 2004 by 6%(3 billion 298 million rubles.

This was in great part due to intensive advertising campaign. More than 100 advertising actions have been launched and carried out in different directions, promoting the ultimate consumers, quantity and quality distribution by retail, starting sales, field personnel in developed and developing regions, promo campaigns aimed at exports sales increase. Also, over the six months of the current year a large-scale expansion project has been realized in the regions with low share of the market. A federal sales promotion program of the brand Irish Red beer was carried out.