Description

We launched an innovative sub-brand Yasen Kvasen in the category of beer drinks in Belarus, and created a unique product niche in the category: alcoholic kvass. In 2 months and 1 week of shipments, we exceeded the sales plan by 3 times, sold 800,000 liters. The market share of the new product in value for August was 0.9%. The product was sold without price promotions, the entire result is in the Premium segment. Data for August show that we reversed the falling trend of share in the strategic price segment for us and saw growth (Yasen Kvasen brought 45% of the growth). Monitoring mentions in the media and social networks shows that the release of the new product has become the biggest news item for 2024.

Credits

Timofey Grigorovich - creative director
Veronika Tkacheva - art director