...and one for the girls

According to a company press statement, SABMiller was the first brewing company in Russia to bring a product to the market which was created especially for women. REDD’s, which was originally developed in South Africa, opened a new subcategory in the Russian market several years ago.

The ESSA brand, however, says SABMiller, was conceived in Russia, to cater to local palates. It is packaged in a 0.5 litre glass bottle. The retail price corresponds to the premium segment niche.

The launch will be supported by outdoor and TV advertising campaigns and POS material. For the time being, ESSA will be distributed in the territory of Russia and the CIS countries only.

SABMiller RUS is a subsidiary of SABMiller and started production in 1998 when its brewery in Kaluga was opened. SABMiller RUS claims a market share of 11 percent (by value) and 8 percent (by value).

SABMiller has already invested over USD 700 million in Russia. There are three production sites: Kaluga, Vladivostok and Ulyanovsk. Employment exceeds over 2000 people.