SABMiller RUS Launches New Female Brand to the Market
SABMiller RUS was the first brewing company in Russia which brought to the market the first product created especially for women - beer REDD'S and therefore opened a new subcategory in the market.
21 Jun 2010 --- SABMiller RUS announces production start of new beer brand ESSA at its brewery in Kaluga and sales start in the Russian market.
"Russian consumer market research as well as flavored beer segment growth dynamics show that the "female" subcategory has a great future growth potential. - says Bertrand van Renynghe, Marketing Director SABMiller RUS. New product ESSA will allow us to extend the current brand portfolio and will let us keep developing the female subcategory, which our company opened up several years ago".
SABMiller RUS was the first brewing company in Russia which brought to the market the first product created especially for women - beer REDD'S and therefore opened a new subcategory in the market.
ESSA brand is a radically new proposal on the market. It is beer of premium price segment with juicy bright fruit taste of pineapple and grapefruit.
The new product recipe was developed in Russia along the most innovative requirements and with consideration to the well-studied consumer preferences and with careful selection of the fruit tastes mix. The bright fruit mix of pineapple and grapefruit is a new and unique offer in the Russian beer market.
ESSA will be packed in 0.5 L glass bottle. The price will correspond to the premium segment niche. ESSA's packaging reflects the brand's feminine character.
The new brand launch will be supported with outdoor and TV advertising campaigns and POS material placement in outlets.
Beer will be distributed in the territory of Russia and CIS countries.
