June 5 - Following the purchase of the brewery in Azerbaijan and the signing of an agreement on production of Baltika beer in Uzbekistan, the Company has continued to strengthen its position in export markets and to expand the geography of its sales in Africa. In June, Baltika beer will go on sale in Kenya, as well as in the neighbouring countries of Ethiopia, Sudan and Uganda. Baltika Breweries already supplies beer to three African countries — Tanzania, Cote d'Ivoire and the Congo. Kenya, Ethiopia, Sudan and Uganda are all members of COMESA (Common Market of Eastern and Southern Africa), which is a special economic zone for duty-free exchange of goods between the participating states.
The first dispatch of two 40-foot sea containers of Baltika № 7 Export beer in cans took place last week. This shipment of beer will arrive in the Kenyan port of Mombassa at the end of June 2008: delivery from St. Petersburg to Mombassa takes 30-35 days.
Baltika’s distributor on the territory of the COMESA trading bloc is Golden Crown South Sudan. Baltika beer will initially be sold in the largest and most populous cities, such as Mombassa and Nairobi in Kenya; Djouba and Khartoum in Sudan; Addis Ababa, Moyale and Awassa in Ethiopia; in Kampala, the capital of Uganda; and in other cities of the region. The Company plans to ensure that Baltika beer sales in Africa grow steadily.
Baltika products will be available in the retail segment, as well as in premium points of sale: hotels, restaurants and bars. Baltika №7 will be positioned in the super premium segment. The retail price of Baltika beer will vary between $1.50 in stores and $2.30 in the HoReCa segment. According to data from Canadean, per capita consumption of beer in Kenya is around 6 litres; in Uganda, it is 4 litres; and in Ethiopia — 2 litres. The region has considerable potential, mainly thanks to the growth of tourism and also to the rising popularity of beer among the local population.
The main players in the Kenyan beer market are the Tusker brand, which is popular in Africa and has around 65% of the market. Guinness (8%), Pilsner (10%) and Senator (10%) are produced at one of the largest and breweries in the region today - East African Breweries Ltd. The main brands present on the Ugandan market are Tusker, Guinness, Senator, Nile, Bell and Eagle. The Ethiopian beer market is known for the large range of local beer brands, including Meta, Kidus Giorgis, Harar, Bedele, Dashe and Addis.