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Beer Fat – Russian beer, which has a standard beer taste and aroma of hops. Campaign slogan: “Where have you been?” – “I drank beer!” The main components are pure water and selected varieties of barley.
The company’s breweries are located both in the central part of Russia (in Ivanovo, Saransk, Volzhsk and Klin), and in the Siberian and Omsk regions.
History of Beer Fat Man
Tolstyak beer was born in 1996, when technologists proposed a new variety. Its taste qualities were equally liked by both experts and ordinary consumers.
Created on the territory of the Volga-Vyatka economic region, beer quickly appeared in other cities and gained popularity. Then the manufacturer expanded the range from one type to four.
Among the most famous Russian trademarks “Tolstyak” took the second place. She managed to get the “Brand of the Year” status, first place in the competition “100 Best Goods of the Russian Federation” and a ton of audience sympathy for the advertising campaign.
In 2008 there was a small rebranding of the company. The audience of beer has become much younger, along with it, the character on the label had to look younger and shave off his beard. Now the Fat Man from the package has become associated with a friend who offers to have a good time with friends. The packaging has undergone changes: a high-quality polyethylene container has been added to the available options. It holds as much as 5 liters.
After 2 years, the trademark was updated again: they changed the image, the form of packaging, expanded the line by adding “Tolstyak” Khmelnoye (strong).
Today, the rights to the trademark are owned by the international corporation AB InBev Efes. It was created in 1999 by merging the Brazilian company InBev and the SUN Group, which operated on the territory of the Russian Federation and the CIS countries in the 1990s.
Types of beer fat man
Strong, 8,2%
It has a unique taste of strong beer, because it is brewed from twice the amount of malt. Positions itself as alcohol “for strong men.”
Light, 4,2%
It is easy to drink, has a rich taste and pronounced hops in the aroma. It is created according to the traditional recipe.
Live, 4,2%
Unfiltered. Mild taste with malty undertones. Appeared on the shelves of Saransk in 1996 and immediately fell in love with customers.
How and with what to drink beer Fat Man
Beer will be an excellent independent drink due to its refreshing properties. Will pair with any dish. It is good to take it for fishing, barbecue, any outdoor recreation. Suitable for a large company, because it has a good price-quality ratio.
Interesting Facts
- In 2001, a wave of scandals swept through Russia: well-known brands of beer were accused of poor product quality. They wrote about “Fat Man” that allegedly dirty water is used in its manufacture, and E. coli gets into the bottles. This resulted in a drop in sales. A criminal case was initiated, the offender, spreading rumors in the unofficial newspaper “Permsky Uyezd” and demanding money for silence, was found. D. Mikhailov, that is the name of the defendant, was sentenced in 2002 to 4 years of suspended liberty. This is an unprecedented case in Russia when a person was prosecuted for a black PR campaign.
- Due to economic circumstances, the company closed factories in Perm, Novocheboksarsk, Kursk, Angarsk. From 2008 to 2013, the Russian beer market shrank by more than a quarter due to an increase in the excise rate and some legislative restrictions. In 2013, the company’s sales volume decreased by 13,6%, in 2014 – by 10%.
Relevance: 17.03.2020
Tags: Beer, Cider, Ale, Beer brands