19 October, 2005

Russia: Ochakovo brewery launches a non-pasteurised, nutrient rich beer

Ochakovo brewery has recently launched a non-pasteurised beer, which contains live yeast, more nutrients and survives only for a few days. Industry experts regard this move as a trial to gain competitive advantage in the strongly competitive beer market.

The respective beer which is called Ochakovo Nefiltrovannoye is not pasteurised or filtered. Its shelf-life is only of 3 days from bottling. In a keg Ochakovo Nefiltrovannoye can stay for 14 days.
The director of Ochakovo's Tiumen factory, Mikhail Mezentsev, said he called the new product ‘live beer' because it not only contained live yeast of pasteurisation is often enough to kill off some of these nutrients. This would mean that Ochakovo's new beer can fit very well into increasing health trend registered in Russia also.

Regarding the advertising of the new beer, the Ochakovo sales manager Veaceslav Merkulov, said the new beer's ‘live beer' advertising message will focus to set the Ochakovo brewery aside from whole beer market. He affirmed that at present, the competition on the beer market is so strong that the beer produces has to have not only a high quality product but also an atypical idea for his promotion.

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