Carlsberg-owned Baltika Breweries has said that beer will remain its core business, despite its plans to launch a new water product in Russia later this month.

Baltika, which also launched its own brand of non-alcoholic bread drink kvas in the country last year, said yesterday (14 April) that “unstable” economic conditions in the brewing sector has led it to find new ways to strengthen its market position.

As a result, Baltika will launch Life Spring bottled water in the country at the end of the month. It will be produced in 0.5-litre and 1.5-litre bottles.

Baltika said it plans to “gradually enter the water market”, beginning with test sales of Life Spring in the European part of Russia. It added that diversifying its brand portfolio and developing non-beer segments are the elements of the firm’s long-term strategy.

However, a spokesperson for Baltika has told just-drinks that, although the development of non-beer products is one of its strategic tasks, beer will always remain its focus and core business.

“Baltika does not stand still and seeks further development and increased efficiency,” the spokesperson said, adding that it will enter the water market “step by step”.

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

The firm said it will make a final decision on a full launch of Life Spring after analysing the results of its sales this year.

“In 2010 Life Spring will be sold only in European Russia, where the level of potable water consumption is higher than in the rest of the country,” the spokesperson added.

Baltika said it is targeting an audience of men and women of 25-45 years with “middle or higher income”.

Details of promotional activities for Life Spring are expected to be announced in June. The company declined to give details of marketing spend.

Stay informed for just £1! *

Subscribe to Just Drinks for unbiased coverage of the global drinks industry, offering insights into the corporate strategies of beverage manufacturers and brands worldwide.


What’s included in your subscription:
  • Unlimited access to Just Drinks content including daily global news, in-depth analysis, and interviews with C-suite executives
  • Unbeatable coverage of categories from beer, wine and spirits to soft drinks and hot beverages
  • Unrivalled drinks industry comment from leading sector specialists

Ready to stay informed? Subscribe now and gain access to exclusive content.

Subscribe

Have a subscription? Sign in

For further details on subscribing, click here. Need multi-user access? Explore our corporate subscriptions now.

*After your 1-month trial, your subscription will continue at £315 per year.