Interbrew taps Lowe Lintas for Russian beer account

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MOSCOW--Belgian beer marketer Interbrew has assigned its $7 million advertising business in Russia to ADV/ Lowe Lintas, formerly Adventa. Interbrew is the second largest player in the Russian beer market.

Interbrew will focus its marketing resources on three of the 30 brands its eight breweries in Russia produce: Siberian Crown, Tolstiak (The Fat Man) and Klinskoye.

The next few days will see the start of a $2 million year-long spend behind Klinskoye, according to Klin Brewery Business Unit Director Henk van Gelderen.

While Klinskoye and Toltiak will be promoted in the European part of Russia, Siberian Crown will only be advertised in the Asian part of Russia, including the Urals region and Siberia.

This will be the first time Intrebrew has advertised the brands on Russian TV and in print since it acquired a 34% stake in Sun-Group, which controlled six of Interbrew's eight Russian breweries, in April 1999.

"We carried out a decision to advertise only after the quality of beer we brew became of the proper quality," a company spokesman says.

Next year, after Interbrew builds up these three mediium-priced Russian brands, it will begin brewing locally its premium international brand Stella Artois.

Copyright July 2000, Crain Communications Inc.

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