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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

Wednesday, Nov. 26


AmChams Public Relations Committee will meet this afternoon in their office in the New St. Isaacs Office Center on Ulitsa Yakubovicha at 4 p.m.


Zoosphere, an international exhibition focusing on the pet industry, opens today at the Lenexpo convention center on Vasilievsky Island. Not only will items such as toys, terrariums and accessories be available for purchase, but animal enthusiasts can also learn about the latest in veterinary medicine and behavioral training thanks to the conferences and presentations that are part of the event.



Thursday, Nov. 27


The Customs and Transportation Committee for AmCham meets this morning at 9 a.m. in their office on Ulitsa Yakubovicha.


Tickets are still available for local KHL team SKA St. Petersburgs showdown with Siberian club Metallurg Novokuznetsk tonight at 7:30 p.m. in the Ice Palace outside the Prospekt Bolshevikov metro station. Tickets can be purchased on the teams website, at the arena box office or in their merchandise store on Nevsky Prospekt.


Celebrate one of Russian literatures most tragic figures during Blok Days, a two-day celebration of the 134th anniversary of the poets birthday. The tragic tenors work, which led to writer Maxim Gorky to hail him as Russias greatest living poet before his death in 1921, will be recited and meetings and discussions about his contributions to the Silver Age of literature in St. Petersburg will be discussed in the confines of his former residence.



Friday, Nov. 28


Join table game aficionados at the British Book Centers Board Game Evening. Held every Friday at 5 p.m., aficionados and amateurs alike can come take part in a variety of different games that test ones intellect and cunning.



Saturday, Nov. 29


Cats, dogs, birds, rodents and reptiles are just some of the things that will walk and crawl at Lenexpo convention center this weekend as part of Zooshow, a two-day exhibition featuring not only mans best friends but a four-legged fashion show, as well as a food fair that will help pet owners find out more about which kibbles are best for their hungry pets.



Sunday, Nov. 30


Remember the 75th anniversary of the beginning of the Russo-Finnish war in 1939 during todays reenactment titled Winter War: How it Was. More than 200 people will take part in recreating the opening salvoes of the battle for the north in Kamenka, a small village situated between Vyborg and St. Petersburg, using authentic equipment and vintage vehicles from the era. The faux battle begins at 2 p.m.



Monday, Dec. 1


Serbia filmmaker Emir Kusturica is the featured guest this evening at the Lensovet Palace of Culture the Petrograd Side. Fans of the director will get the chance to watch his movie Black Cat, White Cat, as well as ask questions about his award-winning filmography. Tickets for the event, which starts at 7 p.m., start at 2,000 rubles ($42.50).



Tuesday, Dec. 2


Today is the final day of Takoy Festival, a three-week program of plays based on the works of Dostoevsky, Remarque and other famed European writers, whose work is transcribed for theatrical performances. Tonights festival finale is Fathers and Sons, a two-act drama staged by the Novosibirsk Academic Drama Theater based on Turgenevs classic about familial relations.



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