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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, Nov. 1


The men and women who dedicate their lives to fitness get their chance to compete for the title of best body in Russia at todays Grand Prix Fitness House PRO, the nations premier bodybuilding competition. Not only will men and women be competing for thousands of dollars in prizes and a trip to represent their nation at Mr. Olympia but sporting goods and nutritional supplements will also be available for sale. Learn more about the culture of the Indian subcontinent during Diwali, the annual festival of lights that will be celebrated in St. Petersburg this weekend at the Culture Palace on Tambovskaya Ul. For 100 rubles ($2.40), festival-goers listen to Indian music, try on traditional Indian outfits and sample dishes highlighting the culinary diversity of the billion-plus people in the South Asian superpower.



Sunday, Nov. 2


Check out the latest video and interactive games at the Gaming Festival at the Mayakovsky Library ending today. Meet with the developers of the popular and learn more about their work, or learn how to play one of their creations with the opportunity to ask the creators themselves about the exact rules.



Monday, Nov. 3


Non-athletes can get feed their need for competition without breaking a sweat at the Rock-Paper-Scissors tournament this evening at the Cube Bar at Lomonosova 1. Referees will judge the validity of each matchup award points to winners while the citys elite fight for the chance to be called the best of the best. Those hoping to play must arrange a team beforehand and pay 200 rubles ($4.80) to enter.



Tuesday, Nov. 4


Attend the premiere of Canadian director Xavier Dolans latest film Mommy at the Avrora theater this evening. The fifth picture from the 25-year-old, it is the story of an unruly teenager but the most alluring (or unappealing) aspect is the way the film was shot: in a 1:1 format that is more reminiscent of Instagram videos than cinematic art. Tickets cost 400 rubles ($9.60) and snacks and drinks will be available.



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