Sibirskaya Korona Beer: Regional Sales Strategy Development

Abstract

Sibirskaya Korona brand appeared in August 1996. The new beer was a present to citizens of Omsk on the 280th anniversary of the city. A year after the brand had already received its first awards – medals of the International Siberian Fair, the Sochi Festival and international festivals. During blind tests consumers gave this beer the maximum score. In the early 1990s the relatively newly established beer manufacturing factory with good equipment and well-adjusted technology requiring minimum interference appeared and started gaining pace in Russia. At the time in question Rosar plant was fitted out with cutting-edge equipment, from the very beginning placing stake on the excellent quality of products. All went very well but in 1997 a tragedy happened: the General Director of the plant was killed. It took the firm's new management and employees a year and a half to overcome the depression that followed. The time for regional expansion was lost.