Heineken, a Dutch beer company, has begun the licensed production of Zlaty Bazant, a Slovakian beer, in Belarus,
The company said that it has already obtained the required approvals from Heineken International and will start the licensed production of Zlaty Bazant at the Syabar unit in Bobruisk. The company owns two brewing companies in Belarus. They are Izao Syabar and OJSC Rechitsapivo, which it acquired in 2007 and 2008 respectively.
According to the company, the beer is the third brand, which it produced under license in Belarus. It is after the production of Doctor Diesel and Gosser brands that the company has embarked on the production of Slovakian beer. In Heineken’s brand portfolio in Belarus, the licensed brands account for 10% of the total portfolio.
Natalia Litvinova, marketing director of Heineken Belarus, said that the company has intentions to increase the share of its licensed brands.
The company is also planning to launch a promotional campaign of Zlaty Bazant brand on televisions and retail outlets, in Belarus, in the beginning of 2010. The brand is going to be presented in the segment of HoReCa where it is available the form of bottled and also draft beer.