RUSSIA: Heineken and Diageo agree Guinness JV
Heineken Russia and Diageo have announced today that they will commence a partnership for the production and distribution of Guinness in Russia.
From 1st of July 2005 Heineken Brewery LLC will become the authorised importer and distributor of the Diageo brands Guinness and Kilkenny in Russia. Heineken will start local production of Guinness Foreign Extra Stout under license in St Petersburg before July 2005.
Roland Pirmez, CEO Heineken Russia, said: "Heineken becomes the first one to start brewing the real stout proposition brand on the Russian beer market. The consumer will be glad to notice decrease in retail price for locally produced Guinness Foreign Extra Stout. It is expected to be on the same level as for other brands in the international licensed beer segment".
Guinness Foreign Extra Stout will be produced and sold in 0.5 liter cans and 0.5 liter bottles. Draught Guinness will continue to be imported from Guinness Ireland for marketing, sales and distribution in the on-trade.
Alison Forrestal, general manager Diageo Russia, said: "The existing distribution network of Heineken Russia and its specialized beer marketing and sales expertise in Russia will accelerate growth of the Guinness brand in the fastest growing sector of the Russian beer market - the international licensed brand segment."
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