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Heineken Targets The Teetotaler

Published: February 13, 2007 (Issue # 1245)


MOSCOW Heineken, the third-biggest beer company in Russia by sales, will start selling a non-alcoholic version of its Bochkaryov beer as part of a plan to boost its market share in Russia.

Heinekens PIT company will brew the premium Russian brand at its factory in Kaliningrad city and will start selling it this month, Heineken Russia said Monday in an e-mailed statement. Heineken has 35 beer brands in Russia.

Heineken is expanding in Russia to gain market share from competitors such as Baltic Beverages Holding AB, the countrys biggest beer producer, and as consumers drink more beer. Russian beer output jumped by 10 percent to 100 million hectoliters in 2006, according to the Federal Statistics Service. One hectoliter equals 100 liters.

Bochkaryov is a strong national brand. It showed a significant growth in 2006, said Rolan Pirmez, president for Heineken Russia, in the statement. Bochkaryov production in Kaliningrad specifically will help strengthen our presence on the Russian market.

Heineken bought PIT in 2005, boosting the number of its beer plants to 10 in Russia to help make up for lack of growth in western Europe. The Russian brewer, founded in 1903, sells brands including Goesser, Koenigsberg, Doctor Diesel, Three Bears and Ostmark.

Heineken aims to increase its 16 percent share of the Russian beer market to 20 percent as it taps rising consumer demand in the country, Pirmez said July 5 in St. Petersburg.





 


ALL ABOUT TOWN

Saturday, July 26


Hundreds of brand-new and retro cars, drag and drift shows, test drives and karting are planned for the Avtobum-2014 festival, which will take place in front of the RIO shopping center at 2 Fuchika Ulitsa.


Participants in todays SaniDay Summer competition will impress visitors with their hand-made, unusual and hilarious boats, which will race at the Igora Resort near the 54th kilometer on Priozerskoe Shosse.


Metro Family Day will include both serious lectures for adults and master-classes for children, making the event interesting for the whole family. To participate, come to Kirov Park on Yelagin Island.


Photography will be the focus of todays Photosubbota, which features lectures by famous photographers, meetings with photo schools and studio representatives, and participation in a photography competition. The event starts at noon at Petrokongress, 5 Lodeynopolskaya Ulitsa.


If you like cycling, make sure to visit the Za Velogorod Festival with its retro bike exhibition, market and live music. The second round of the Leningrad Criterium race will also take place during the event at Petrovsky Arsenal in Sestroretsk.



Sunday, July 27


Navy Day will be celebrated with a weapon and military transportation exhibition, self-defense master classes and concerts. The event starts at 1 p.m. in the 300th Anniversary Park of St. Petersburg.



Monday, July 28


Dont miss a chance to see the latest achievements in robotics during the RoboDom interactive show, exhibiting more than 150 robots. The show will be at BUM center, 22/2 Gzhatskaya Ulitsa, until Aug. 3. The entrance ticket costs 350 rubles ($10).



Tuesday, July 29


A video of a Queen concert from 1986 will be shown today at 8 p.m. in Yaschik, 50/13 Ligovsky Prospekt.



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