Fast
JUNE 20 O 2
brand has only been on the market for a few years. "In Moscow
86% of the total number of outlets stock Botchkarov. Half of our
sales in Moscow are achieved via the kiosks and pavilions. But the
on-premise outlets are also very important for us. There is no way
you can position yourself as a local premium beer if you are not
available in those outlets."
As Dimitri Sitnikov explains, the Russian beer market can be
subdivided into five segments: super-premium with Heineken as
the leading brand, the licensed brands including Löwenbrau, the
premium local segment with Botchkarov, and the mainstream
segment, which also includes the Ohota brand and the (often
unpasteurised) low-priced beers. "Three segments are showing
growth: the licensed brands and the premium and mainstream
segments. And Bravo is represented in all growth segments. In the
mainstream segment we have launched Ohota and that brand is
showing unexpected fast growth".
The Russian word 'ohota' has two completely different meanings:
hunting and desire. The word alone aroused the curiosity of Russian
consumers. "Ohota is still very young and we have definitely not
yet given it any support via advertising or POS materials. It is
attractively priced and its distribution is limited. This combination,
low priced and hard to get, makes people curious." Particularly in
St. Petersburg a growing number of consumers chooses to drink
Ohota.
None the less Mr Sitnikov is not satisfied with the brand loyalty
shown by Russian consumers. "We still have to work hard to
