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Ukraine. Premium Grows.

June 1, 2013
Ukraine. Premium Grows.

Large brewing companies operating in Ukraine keep on expanding their brand portfolios, however, the premium segment grows much faster than the low price segment. It is necessary to understand what is meant by premium beer in Ukraine. Elena Dzhagarian, Marketing Director at Carlsberg Ukraine, notes that premium value is not just a special recipe, exclusive raw materials, e.g. selected malt or special hop, with which beer develops unique flavour and aroma, or more expensive package, but a larger amount of investment into promotion.


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