BBH covers the growth markets of Russia and the Ukraine, the relatively mature markets of the Baltic States, and the emerging markets of Kazakhstan, Uzbekistan and Belarus. Russia remains the largest and most important market, but determined efforts are being made to increase the role of the other countries. Several of these are expected to be among the world’s fastest-growing beer markets in the coming years.
BBH’s overall strategy focuses on growing volume and value, based on solid market positions and strong beer brands in existing markets. Investment in production capacity, infrastructure and brand development is high, in order to meet growing demand and stay ahead of market developments.
In region’s maturing markets, the focus is on value, innovation and modern marketing techniques. Here, premium brands have an important role to play, with Tuborg now the leading international premium brand in BBH’s portfolio (11% of revenue). BBH has also been developing a total beverage portfolio including soft drinks, mineral water, energy drinks and cider.
In new markets, the emphasis is on developing the beer market and encouraging the substitution of spirits with beer.
Read entire strategy about BBH including the region's development in 2007
