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New Identity for SAB Miller Russia


Pearlfisher has created graphic identities for two new variants of Russian beer brand Redd's : a Cherry flavour beer called Velvet Fire and a Blackcurrant flavour beer called Dark Passion recently launched by SABMIller RUS, a subsidiary of leading world brewing company SABMiller plc, in Kaluga.

Redd's is a premium beer brand specifically aimed at a young female - 18-24 - audience and is positioned as a perfect stylish accessory for social drinking occasions.

The flavour variants have been chosen for their unique and idiosyncratic taste profiles to reflect the many personalities and changing styles of the Redd's female consumer. Redd's Velvet Fire (Cherry) is playful, flirty and passionate whilst Redd's Dark Passion (Blackcurrant) offers a feisty kick.

Sarah Butler Redd's Designer and Deputy Creative Director said, "We have used the same graphics as Redd's Original but created the names, a new colour palette and personality to reflect the taste and the sensual, provocative and feminine nature of the Redd's brand.

Bertrand van Renynghe, Marketing Driector SABMiller RUS, "Redd's is a very specific product on the Russian beer market. It's not just a sweet flavoured beer. It's a trendy, feminine drink for a night out with friends. On such occasions young females are extremely conscious about the image they project. And Redd's gives them not just a light sweet taste but a touch of feminine style as well."

He continues, "Pearlfisher really got the essence of our brand and the motivations of Redd's target consumers. As a result we have a stylish, accessory-like range of flavours. Each variant gives consumers a very clear idea of the particular taste profile and at the same time brings to life distinctive feminine personalities and styles".

The launch will be widely supported on national TV, outdoor advertising and premium glossy press
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