RUSSIA: Heineken in low-carb Amstel launch
Heineken has launched a different version of its Amstel brand for the Russian market.
Heineken, the third-largest brewer in Russia, has opted to unveil a lower-calorie and low-carb variant of Amstel, which it said would capitalise on growing health awareness among Russian consumers.
Heineken Russia CEO Roland Pirmez said: "Amstel is the first beer entering the growing vitality market in Russia. This is a unique product for modern beer drinkers."
The brand, which is initially being sold in Moscow and St. Petersburg, will be rolled out across Russia from January next year. The new Amstel has been brewed using a "special micro-filtration technique", Heineken said, "producing a premium quality Amstel but with the added bonus of significantly lower calories and carbohydrates when compared to other full strength beers".
Heineken Russia's vice-president for marketing Yuri Schwalbe added: "With the addition of Amstel in our broad brand portfolio, Heineken Russia taps into two growing consumer trends, an appreciation of accessible beer taste and wellness. We believe that this brand will appeal to people who want to squeeze the best out of life."
The brand will be available in a 33cl transparent bottle and sold for RUB24 (US$0.83).
Dutch brewer Heineken is rumored to have released a self-chilling beer can....
ING has raised its target for Heineken's share price after analysing the brewer's options to save costs....
Heineken's CEO-in-waiting has no plan to radically alter the brewer's strategy, he said in an interview today....
Heineken has restructured its top management, in a move that includes the retirement of current CEO and chairman Thony Ruys from October this year....
Heineken said yesterday that its Austrian subsidiary Brau Union AG has signed an agreement for the divestment of its Real Estate Division. This division comprises all non-business related real estate ...
Heineken has acquired a 40% stake in a Chinese brewery....
Heineken Espana is looking to invest heavily in a new plant in southern Spain....
Grupo Empresarial Bavaria is not looking to sell up, its president has confirmed....
- Have spirits companies forgotten the mainstream?
- Does alcohol accelerate the onset of dementia?
- Pernod's mood darkens over India - Analysis
- Why Scotch must drop the 'malts good, blends bad'
- Ashwagandha - The next functional drinks trend?
- Moet Hennessy unaffected by LVMH Dior buy
- Diageo to cut 105 jobs in Scotland, 50 in Italy
- Distell acquires majority stake in Cruz Vodka
- Portman Group heads to Tesco for new chief exec
- William Grant names Europe & NA Travel Retail head
- Global Scotch insights - market forecasts, product innovation and consumer trends
- Global Champagne and sparkling wine insights - market forecasts, product innovation and consumer trends
- Battle of the Generations - The fight for iGen, Millennial, Gen X and Baby Boomer consumers
- Myanmar - ISA Country Report
- Global vodka insights - market forecasts, product innovation and consumer trends