Somersby launched in Russia

Somersby launched in Russia

Baltika Breweries has launched Carlsberg's Somersby cider in Russia as it looks to develop its non-beer portfolio in the country.

Baltika is aiming Somersby at urban-dwelling men and women between 25 and 35 years of age.

A 0.5-litre bottle of the 4.7% abv cider costs RUB48 (US$1.50) at retail and Baltika aims to use its dominance of the beer sector and strong distribution network to build a credible cider category in Russia.

"The cider market is successfully developing in Europe, while in Russia this product is mostly represented by expensive imported brands," said Denis Sherstennikov, vice president of marketing for Baltika, which is a wholly-owned subsidiary of Carlsberg.

"Analysing current market trends, we think this is a very promising and attractive category for Baltika," said Sherstennikov.

"Somersby is another step towards broadening Baltika’s non-beer portfolio, which is a key aim of the company, in addition to the continuous development of the beer sector."

The cider is produced in St Petersburg and will be available in Russia by the end of the year.