Zhigulevskoe is a popular and affordable retro beer. Lida Zhigulevskoe is releasing a new rye beer to attract a younger demographic from competitors while retaining its established consumer base.
Problem
Lida Zhigulevskoye is releasing a new rye beer called Rzhanoe to attract a younger demographic from competitors while retaining its established consumer base But how can a beer rooted in the past appeal to a modern audience? In search of trends that resonate with Rzhanoe, we found that young people love craft bread — the more unique, the better. Older people appreciate bread in all its forms.
Solution
We decided to create beer-based bread in collaboration with a well-known craft bakery. This innovation is designed to interest young people and at the same time bring the taste of beer into the daily lives of older consumers. A promotional video showcasing the creation of Lida beer bread was launched, capturing immediate interest. We sent the bread to the bloggers who appreciated the novelty. The product's success led to a partnership with a retailer, offering to produce and sell the bread in their stores, providing us with complimentary advertising opportunities.
Result
The bread was sold at the level of the top bakery positions and remained in partners' assortment for the next year. In a country with 5 million adults, we sold more than 1.7 million bottles of beer in six months, and sales grew by another 25% during the year. Every third bottle of retro beer sold in 2024 was rye beer. We have entered the top 4 in terms of glass bottle sales among the entire beer range of the manufacturer.
