Heineken pursues responsible business

Heineken to double sales of kvass in 2010 — to reach 150,000 hectolitres

At present, sales of Heineken’s ‘Khatni’ kvass cover 30 percent of the domestic market. In addition, about 10 percent of production is exported to Russia and the Baltic States. According to Heineken’s Managing Director, Alexey Chernyaev, in 2011, the company plans to push kvass production further, to accommodate growing sales. He stresses that the company aims to substitute imports of kvass and beer with those made in Belarus. Jointly with Belgospishcheprom Concern, it is now preparing contracts with suppliers of raw materials used in the production of these beverages.

Heineken has already launched its social charity project: Let’s Give Children a Holiday! For two months, it will donate 7 percent of the price of each bottle of kvass to its fund, with money going to six orphanages: in Minsk, Mozyr, Kobrin, Novogrudok, Bobruisk and Novopolotsk. Kvass consumers will thus be able to support children who lack parental care. Mr. Chernyaev notes that this is the first such action of its kind organised by producers in Belarus.

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