SABMiller RUS has announced that production of a new beer brand has begun at its brewery in Kaluga.
ESSA is a premium beer product with pineapple and grapefruit flavours, aimed primarily at female consumers.
The firm hopes to replicate the success of another of its products designed for women, the flavoured beer REDD’S.
Bertrand van Renynghe, marketing director at SABMiller RUS, said: “Russian consumer market research, as well as flavoured beer segment growth dynamics, shows that the ‘female’ subcategory has a great future growth potential.”
He added that ESSA will allow the company to extend its brand portfolio and develop the female subcategory, which it “opened up several years ago”.
SABMiller RUS is one of the leading brewery businesses in Russia, with a market share of 10.8 per cent by value and seven per cent by volume.