SABMiller RUS Targets Strong Beer Segment

Amsterdam Navigator has an ABV of 8,2% which is achieved by a prolonged fermentation process. Quality and taste profile of the product correspond to the original recipe and European brewing tradition.

12/03/09 SABMiller RUS started production of Amsterdam Navigator at Kaluga brewery, thus extending its portfolio with a new brand in "strong beer" category.

SABMiller RUS announces about Amsterdam Navigator production start at Kaluga brewery and sales start in Russia.

Amsterdam Navigator belongs to Dutch Royal Grolsch N.V brewery, which in August 2008 was acquired by SABMiller plc. The brand has been sold in Russia since 1997. Local production started in 2004 and until recently was executed by one of the leading brewing companies in Russia. In March 2009 license for Amsterdam Navigator local production passed to SABMiller RUS.

Strong beer category is one of the most stable. The category development reflects the trend of the general beer market. Amsterdam Navigator production start is in line with SABMiller RUS portfolio strategy development - says Bertrand van Renynghe, Marketing Director SABMiller RUS, - Amsterdam Navigator perfectly fits into our portfolio, as it belongs to premium licensed beer and fills super-strong beer niche, which until now was vacant».

Amsterdam Navigator has an ABV of 8,2% which is achieved by a prolonged fermentation process. Quality and taste profile of the product correspond to the original recipe and European brewing tradition.

Packaging will change slightly. Traditional bottle will be equipped with a user-friendly twist off crown cork, the label shape will change.

The beer will be available in bottle and can of 0,5 liter. Price will correspond to the level of the premium segment.

It will be distributed at the territory for the Russian Federation. Bearing in mind stable level of demand and the brand history in the market, advertising support will be provided only in points of sale.