Halzan Beer

Halzan: open out your wings - New brand of beer with a stoic nature by Ochakovo

Background:
Russian beer market is characterized by increasing competition because of the popularity of this beverage. The competition has become more incisive in recent years as a consequence of capacity reducing.

In order to diversify its brand portfolio, Ochakovo company decided to launch the new low-segment beer brand – Halzan. The product is superior in quality and “fair” (undersized) priced. It’s created for young people that have permanent lack of money and who is sensitive to changes in economic situation.

The beer is produced according to the classical technologies from natural ingredients only. It does not concede in quality to more expensive brands, but effective distribution and the lack of additional non-promotional costs (active advertising promotion) allow Ochakovo to sell its beer at a low price.