SABMiller’s fashion fix to market Peroni in Russia
Boyd Farrow
No group is more intoxicated by the Russian market than the brewing industry.
With beer taking 32% share of the country’s alcohol consumption - up around 10% in 18 months - Russia’s has one of the world’s fastest growing markets for beer.
Euromonitor, the research group, calculates cumulative growth in the Russian beer market since 2000 of 60% by volume. In 2007 sales nudged $3.4bn, placing the country behind only the US and China in terms of beer market size....