Aluminium producer’s ‘can do’ spirit helps Russian brewers

By David Robertson | 4 October 2006

The growing Russian beer market is an undoubted success story for the brewers operating there. But, writes David Robertson, they have been aided and abetted by an unlikely ally in the form of an aluminium producer which took the unusual decision to advertise its product - the aluminium beer can - directly to consumers, helping to boost the popularity of buying beer in cans.

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The growing Russian beer market is an undoubted success story for the brewers operating there. But, writes David Robertson, they have been aided and abetted by an unlikely ally in the form of an aluminium producer which took the unusual decision to advertise its product - the aluminium beer can - directly to consumers, helping to boost the popularity of buying beer in cans.

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