DMB&B to launch Turkish beer in Russia

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MOSCOW--Turkish brewer Efes this week launches several brands in Russia. It recently named D'Arcy Masius Benton & Bowles, Russia, to handle its advertising in a pitch that included Ogilvy & Mather Worldwide and Young & Rubicam.

Efes Russia Brand Manager Elena Bolshakova says the campaign will air on major national TV channels, including ORT, NTV, RTR, STS, Ren-TV and TV-Center. A poster campaign will also run in Moscow.

In addition to marketing the international brand Efes in Russia, the brewer will launch the local brand "Old Miller." A bottle of Efes will retail for 60 cents, making it one of cheapest imported beers on the market. The Turkish beer will still cost two or three times as much as local brands.

"Our orientation on such a niche of rich people may well bring good benefits. There is a numerous category of customers in Russia who do not wish to drink cheap sorts of beer produced for ordinary people,'' says Dmitry Tanfilyev, spokesman for St. Petersburg-based Batika Brewery, which is producing the brands under license.

Copyright May 1999, Crain Communications Inc.

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