Annual Report 2010 - Baltika Breweries

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Baltika Breweries | Annual report 2010
Marketing
Communication
The Company undertakes
different efforts to promote
responsible consumption and
voluntarily assumes self-regulation
responsibilities from the Union
of Russian Brewers.
Code of Business
Communication for
Russian Brewers
On March 30 th , 2010, at the
Annual General Meeting
of the Union of Russian Brewers,
representatives from small-,
medium- and large-sized
Russian breweries approved the
Code of Business Communication,
a document that stated existing
and future brewers’ approaches
to advertising. Baltika was one
of the initiators of the Code.
The Code both emphasizes
the strict observance of the
applicable Law on Advertising and
proposes additional and voluntary
restrictions for promoting brewery
products. For example, brewers
shall not use any slang directed
at minors, position the alcoholic
strength of a beer as an advantage
for any beer brand, state that low
alcohol beers help avoid the abuse
of beer and shall prohibit the sale
of beer to minors at public events.
The Special Supervisory Board
consisting of independent
experts shall monitor compliance
with provisions of the Code
of Business Communication. The
Supervisory Board is headed by
Natalia Fonareva, Chairman of the
Russian Chamber of Commerce
and Industry on business
regulation and one of the authors
of the Russian Law on Advertising.
Warning Notice on Packing
Subject to applicable Russian laws, all beer
advertising and promotional materials shall carry
warning notices of the risks associated with abusing
beer. President Dmitry Medvedev in his Instructions
to the Russian Government proposed extending
legal requirements to include consumer packaging
of alcohol products and low-alcohol beverages,
beer and beer-based beverages. The Union
of Russian Brewers proposed that brewing
companies voluntarily put warning notices on beer
packaging without waiting for the relevant legal
requirement.
The brewery companies, members of the Union
of Russian Brewers, including Baltika Breweries,
which had approved the above decision started
to distribute products carrying the warning notice
for risks associated with abusing beer on packaging
as of June 1 st , 2010. The notice must cover at
least 10 % of a bottle label or the surface-side
of a can and carry warnings of the harm from
beer abuse, as well as a sign “18 — Selling beer
to minors is prohibited” designed and approved by
the Union of Russian Brewers.