Yasen Kvasen

The classic beer category in Belarus barely grew (+1.3% in 2023), while the segment of beer drinks grew by +20.3%, mainly due to fruit hard lemonades. The Premium price segment in the beer category is formed by three subcategories: international brands (imported or localized), the subcategory of fruit hard lemonades, some Belarusian varieties of local producers. The Premium segment is the largest in the category (almost 50% in money). The decline in 2024 in an important price segment for Lida beer continued and this was a strategic challenge for the business.

Problem

Challenge: The category of beer drinks with flavors is oversaturated, everyone is trying to surprise with new products, while the drinks are not perceived as natural. Our challenge was to declare ourselves. And offer the market a truly new product.

Solution

Create a new sub-brand in the Lidskoe line, at the intersection of beer and kvass. Yasen Kvasen - a name with a reference to a well-known folk phrase, immediately denotes the mood. The brand's DNA is relaxation and rest with friends. Lidskoe YASEN KVASSEN is a natural beer drink with a bread flavor. It is easy to drink like kvass, but relaxes like an alcoholic drink. The new product will attract "non-consumers" of Lidskoe beer, who prefer other brands, but are loyal to our Lidskoe kvass.

Result

We launched an innovative sub-brand Yasen Kvasen in the category of beer drinks in Belarus, and created a unique product niche in the category: alcoholic kvass. In 2 months and 1 week of shipments, we exceeded the sales plan by 3 times, sold 800,000 liters.