SABMiller’s fashion fix to market Peroni in Russia

The Russian beer market is growing fast, with beer's share of the country's total alcohol consumption have increased 10% in just 18 months, and sales now totalling some $3.4 billion.

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....

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