BULGARIA: InBev unit ups focus on key brand - report

By just-drinks.com editorial team | 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