Bertrand van Renynghe, marketing director SABMiller Russia, said: "Russian consumer market research as well as flavoured beer segment growth dynamics show that the "female" subcategory has a great future growth potential. Essa will allow us to extend the current brand portfolio and will let us keep developing the female subcategory, which our company opened up several years ago".
The new brand launch will be supported with outdoor and TV advertising campaigns and POS material placement in outlets.
It will be distributed in the territory of Russia and CIS countries.
SABMiller RUS was the first brewing company in Russia to bring a female-focuses beer brand to market when it launched Redd's.
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