Russia: Effes’ Kazan brewery released renewed Krasny Vostok brand

Kazan brewery “Krasny Vostok” hosted on July 21 the official presentation of its renewed beer brand. Efes Russia, the new brand owner, has issued a new formula for this beer by shifting to other taste, aroma and conditioning, The Union of Russian Brewers announced July 24.

Efes made public the same day its ambitious plans regarding the marketing strategy of the new product and presented an absolutely new commercial spot which will star to be broadcasted from July 25.

Efes Russia bought in February 2006 a 92.34 % stake in the JSC “PO Krasny Vostok - Solodpivo” which also includes 2 breweries in Kazan and Novosibirsk, but also 3 malting plants with an aggregate annual capacity of 93,000 t. Soon after these acquisitions, Efes started to integrate them in a whole production system. It accordingly invested US$2 million for this purpose.

“Our essential marketing goal is to become the largest brewing company in Russia with a competitive brand portfolio in all market segments and an extended geographical presence throughout Russia. We are confident that our marketing program upon resurrecting the Krasny Vostok brand will help us fulfill this aim,” said CEO of Efes Russia, Turgul Agirbash.

The Krasny Vostok brand was designed to reinforce Efes Russia’s position in the cheap beer market segment. This brew will remain the leading brand of Kazan and Novosibirsk breweries and will be marketed widely in all Russia. “Even now Krasny Vostok is included in a whole brand supplement which is supplied by distributors of all our five breweries,” sales director Igor Bevz commented. – We forwardly presume to advance distribution from existing 15% to 70% nation-wide.”

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