OREANDA-NEWS. On 27 February 2009 was announced, that Baltika Breweries simultaneously began production of two new varieties of the Tuborg brand — Tuborg Lemon and Tuborg Black. This is the first time of a double product launch in the Company’s history. This non-standard approach made it possible to create a unique combined strategy for promoting two different products at all levels: to go to market with a single advertising campaign, build distribution at the same time and stimulate sales of both products.

‘The combined launch is a planned innovative marketing strategy which facilitates the focus of additional consumer attention on the new products and the optimization of marketing budgets,’ says Ludmila Yakushina, Director for Development of Licensed, Low-alcohol and Non-alcoholic Brands. ‘Now we are seeing a steady increase in consumer interest in special varieties of beer. The launch of new product entries from Tuborg is a timely response to growing demand in the market. We are certain that the new sub-brands will help strengthen the leading position of the Tuborg brand in the licensed segment and will increase its premium image.’

Tuborg Lemon is a light beer with a distinct aroma and the refreshing flavour of lemon. Tuborg Black is an intriguing novelty, a beer which is dark in colour but which has a light and refreshing lager taste. In the framework of the double launch, the consumer will for the first time be invited to choose what suits him or her best — gaiety, fresh emotions and the light mood of daytime with Tuborg Lemon or the provocative and mysterious mood of night with Tuborg Black.

Both varieties are brought to market in a transparent 0.5-litre bottle with the typical Tuborg letters in relief and with a convenient ring-pull cap. Production is planned for the Company breweries in St. Petersburg and Tula. Sales across all of Russia will begin at the end of February.