BULGARIA: InBev unit ups focus on key brand - report

By | 12 January 2007

InBev's Bulgarian unit is stepping up its marketing investment behind flagship beer Astika, according to local reports.

Kamenitza, Bulgaria's largest brewer, is looking to take the Astika brand nationwide, the SeeNews agency reported on Wednesday (10 January). The brewer is looking to revamp the beer's packaging and expand the distribution of the brand throughout the country.

SeeNews said that strong marketing campaigns have helped boost Ariana, a beer brand owned by Kamenitza's nearest rival Zagorka, which has now become the best-selling beer in Bulgaria.

The report cited figures from market analysts ACNielsen, who said Ariana sales accounted for 14.7% of beer sales in November. The previous best seller, Kamenitza's namesake brand, accounted for 13.6% of the market, the report said.

Zagorka, owned by Dutch brewing giant Heineken, and Kamenitza are battling it out for leadership of the Bulgarian market. Denmark's Carlsberg is the third-largest brewer in the country.

Sectors: Beer & cider

Companies: InBev, Heineken, Carlsberg

View next/previous articles

Currently reading -

BULGARIA: InBev unit ups focus on key brand - report

There are currently no comments on this article

Be the first to comment on this article

Related articles

SWEDEN: Carlsberg shows interest in V&S

Carlsberg has shown an interest in Vin & Sprit, the makers of Absolut vodka, after the Swedish government sanctioned the sale of the wine and spirits company.

ARGENTINA: Quilmes to invest US$100m in 2007

The Argentinean brewer Quilmes Industrial is to invest US$100m this year in increasing production and expanding its sales network. The brewer said it was also increasing investment in technological innovation and human resources.

UK: UBS ups Heineken growth estimates

UBS has increased its 2007 growth estimates for Heineken. However, in a research note the investment bank said it was maintaining its "neutral 1" rating on the Dutch brewer.

just-drinks tagline

Not a member? Join here

Decrease font sizeDecrease font sizeDecrease font size Increase font sizeIncrease font sizeIncrease font size Comment on this article Email this to a friend Print this page