Russia: Ochakovo increased beer exports by 18% in 1H 2006
Ochakovo beer exports hiked by 18% (in cash value) year-on-year during 1H 2006 up to more thank $ 1 million. Experts believe this optimistic result was achieved because of better sales of “Ochakovskii” kvass and “Kutskova” vodka. A very aggressive advertising program of “Ochakovo” brands throughout Europe countries and USA was also a factor of growing sales.
As Ochakovo’s sales director, Vladimir Kochetov, stressed, the company has changed its vision from exporting only discount brands to exporting middle and premium cost products (“Ochakovo” beer).
Beer accounts for almost 63.2% of the company’s exports. It forwardly remains the company’s sales engine, even if kvass market segment along with low and high alcohol-by-volume drinks are steadily finding more and more fans among drinkers. Export of these products increased twice, especially due to good shipments to USA.
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