To: Jim Burnham who wrote (2817 ) 7/13/1999 9:52:00 AM From: Bob Smith Read Replies (1) | Respond to of 3576
I would think this must be considered good news for HGRM since "alcohol products less than 80% strong" are covered under the Russia 601 Government Decree. Tuesday, July 13, 1999 Demand Outpaces Breweries By Mitchell Landsberg THE ASSOCIATED PRESS KLIN, Central Russia -- The Klinsky Beer Factory has all the attributes of a modern brewery - vast copper kettles, shiny, stainless steel fermentation tanks, a bustling, automated bottling line. There's just one thing missing - a warehouse. But the brewery doesn't need a warehouse. It can't make beer fast enough to fill one. Even though the brewery is expanding as fast as it possibly can, a motley fleet of battered trucks is lined up outside its brick walls every day to haul the beer off to market the minute it is bottled. What's happening in Klin, a sleepy, provincial town 90 kilometers north of Moscow, is typical of what's happening throughout Russia. Russians, especially younger people, are drinking more beer. Breweries, scrambling to meet demand, are in a nearly unique position in Russia. They constitute a growth industry, fueled by increased competition and better beer. "Last year, the rate of growth of our brewery was 160 percent,'' said Olga Gulina, a spokeswoman for the Klinsky factory. Some other Russian breweries did even better - and this in spite of the dilapidated state of the economy. There is even talk, perhaps premature, of a generational shift from vodka to beer. It's hard to conceive of anything that could wean Russians off vodka. But just such a shift is occurring in Poland, another vodka-swilling country, and some economists predict it will happen here too. "It's a natural progression," said Hans Christian Jacobsen, a director of agribusiness for the European Bank for Reconstruction and Development, which has invested nearly $100 million in Russian breweries. In emerging markets, Jacobsen said, consumers often switch from hard liquor to beer. All this bubbling fermentation has drawn international beer companies to Russia, where a battle is shaping up for shares of the growing market. A Scandinavian consortium has a jump on the competition with Baltika, the country's best-selling beer, which is brewed in St. Petersburg and is the closest thing Russia has to a national brand. SUN Interbrew, a recently formed alliance of Indian and Belgian interests, is challenging Baltika's dominance through a chain of regional breweries - soon to include the Klinsky plant - and is laying plans for a national brand of its own. Other players include Turkey's Efes, which just opened its own factory in Moscow, and South Africa Breweries, which recently bought a brewery in Kaluga. The cutthroat competition is bringing something new to Russian consumers - decent beer. In the Soviet era, beer was unpasteurized, uninspiring and often unavailable. It was usually terrible - and that was if you were lucky enough to find it. It is no surprise, then, that Russians drink far less beer than most Europeans or Americans. Per capita beer consumption is 19 liters per year, compared to 83 liters per year in the United States and 129 liters per year in Germany. At their best, the new Russian beers are as good or better than most imports and cost a fraction of the price. The Klinsky plant has a small marketing department that has produced billboards and market displays, but the firm hasn't done any television ads and doesn't plan to soon. "The situation is such that we can't meet the demand," Gulina said. "So to put our money into advertising makes no sense."