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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.

Heineken’s 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 country’s 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

Friday, Dec. 19


Test your mastery of parlor games during Game Evening at the British Book Center. Learn how to play a variety of classic, mentally challenging games and use your newly acquired skills to crush weaker opponents. The event beings at 5 p.m.



Saturday, Dec. 20


The city’s Babushkina Park on Prospekt Obukhovskoy Oborony will be invaded by dozens of rocking-and-rolling Santa Clauses during today’s Santa Claus Parade. Not only will they parade through the park but there will also be competitions amongst the festively-clad participants and a musical master class. There will also be a prize for the best-dressed Santa Claus.


Stock up your record collection during the Vinyl Christmas Sale at the KL10TCH bar on Konyushennaya ploschad today. Spend the afternoon perusing the records for sale while listening the classic, clean sound of records spinning out hits from a variety of musical genres and time periods.



Sunday, Dec. 21


The Zenit St. Petersburg basketball team returns to the northern capital this evening for a matchup with Krasny Oktyabr, a Volgograd-based basketball club. Tickets for the game, which tips off at 6 p.m. this evening, can be purchased on the club’s website or at their arena, Sibur Arena, on Krestovsky island.


Satisfy your sugar cravings during Sweet New Year, an ongoing seasonal festival at the Raduga shopping center. Each weekend of December will welcome hungry visitors to taste hundreds of different kinds of desserts made from a plethora of sweet treats. Workshops are open to visitors and seasonal gifts can also be purchased for those rushing to finish their New Year shopping.



Monday, Dec. 22


Pick out the latest fashions as holiday gifts for loved ones or as early presents for yourself during the Christmas Design Sale at Kraft on Obvodny Kanal, starting on Dec. 20 and continuing through Dec. 27. Designer clothes will be on sale every day of the week or you can buy something more festive to decorate the home while sipping on hot coffee and perusing the various master classes.



Tuesday, Dec. 23


Meet Arctic explorers Fedor Konukhov and Viktor Simonov during SPIBA’s and Capital Legal Service’s event “Arctic Expedition” this morning in the Mertens House business center at 21 Nevsky Prospekt. The meeting will discuss the explorers’ ongoing eco-social project and how companies can use the project as a unique marketing opportunity. Email office@spiba.ru by Dec. 22 if you wish to attend.



Wednesday, Dec. 24


The Anglican Church of St. Petersburg we will be holding a Christmas Eve service at 7 p.m. led by Rev Wm. Shepley Curtis of the Episcopal Church. The service will be held at the Swedish Church at 1/3 Malaya Konyushennaya Ulitsa.



To have your event included in All About Town, email tot@sptimes.ru



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