24 September 2007 | Source: just-drinks.com editorial team
Heineken has introduced a new light lager beer across Russia, according to reports.
As cited by SKRIN Newswire on Friday (21 September), the brewer announced it has launched Dr Diesel in the country late last month.
The new brand will be positioned in the premium class beer segment and will be supported by a wide promotion campaign across various mass media, the reports claimed.
Heineken Russia's marketing vice president Yury Shwalbe was cited as saying: "We have determined opportunities for this brand to continue to succeed and have launched a new light sort of Doctor Diesel. The strong Doctor Diesel beer sort, already familiar to the consumer, will remain in the portfolio of the company brands under the name of Doctor Diesel Strong and will be manufactured in the packing with a new modern design."
The beer will retail at RUB25 (US$1) per half litre bottle.
No-one was available at Heineken to confirm the reports when contacted by just-drinks today (24 September).