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The Russian beer “Stary Melnik” is produced at the facilities of the Efes Rus company, which is part of the international corporation Anadolu Efes. Among the assets of the Russian division are 6 breweries and a malting complex. The holding occupies a dominant position in Russia, its product portfolio also includes the brands Polar Bear, Gold Mine Beer, Zhigulevskoye, Zolotaya Bochka, Solid Sign. In 2017, the merger of the Russian and Ukrainian assets of Anadolu Efes and the brewing giant AB InBev began. The merger of businesses will be completed in 2018 and, according to experts, will lead to the emergence of the second largest player on the beer market in Russia, whose combined share will be about 27%. The brand’s products are supplied to the markets of Canada, the USA, Turkey, the Baltic countries.
Historical reference. The first bottle of “Old Melnik” rolled off the production line in 1999 – this moment is considered to be the date of foundation of the brand. After 8 years, Efes Group introduced the premium sub-brand Stary Melnik iz Bochonok to the Russian market. The launch of the new product was accompanied by a large-scale marketing campaign, including advertising in the media, flash mobs and actions in crowded places. For the first six months, the distribution of the sub-brand in Moscow reached 92%. The authoritative agency AC Nielsen rated the work of the company’s marketers as “the most successful launch of the year.”
Awards
Monde Selection, Brussels:
- 2001 – 2 silver (“Stary Melnik Light”, “Stary Melnik Strong”) medals;
- 2008 – Grand Prix High Quality Trophy (“Old Melnik from a barrel Light”).
Big Moscow Beer Festival, Moscow:
- 2000 – Platinum Osiris (“Stary Melnik Light”);
- 2001 – Golden brother (“Old Melnik Dark”) and the title of “Best Dark Beer”;
- 2006 – Golden Osiris (“Old Melnik Non-Alcoholic”);
- 2007 – Platinum Osiris (“Old Melnik from a barrel of Light”);
- 2008 – prizes Golden brother (“Old Melnik Light Football”), Blue brother (“Old Melnik from a barrel Light”) within the framework of the “People’s tasting”;
- 2009 – Golden brother (“Old Melnik Svetloe”) and the title of “Best Beer in Moscow” as part of the “People’s Tasting”.
Online Market Intelligence Rating:
- 2009 – 5th place in the TOP-10 “Favorite beer brands of Russians”;
- 2010 – 7th place in the TOP-10.
International competition of beer and soft drinks, Kiev:
- 2013 – Gold (“Old Melnik from a barrel of Velvet”) medal and cup “For the best packaging design”;
- 2014 – Grand Prix (“Old Melnik from a keg of Light”) for the high quality of licensed beer and a gold medal (“Old Melnik from a keg of Velvet”).
International Professional Beverage Competition, Moscow:
- 2016 – Gold (“Old Melnik from a barrel of Light”) medal.
Effie Awards Russia, Moscow:
- 2000 – Winner in the category “brand launch on the market” (TM “Stary Melnik”);
- 2007 – Brand of the year in the “Beer” nomination.
Moscow International Advertising Festival:
- 2002 – Gold Award for TV commercials in the Non-Alcoholic Beverages category.
TOP-50 Russian brands according to Forbes magazine:
- 2010 – 15th place in the list of best-selling brands.
Interesting Facts
The sub-brand Stary Melnik iz Bochonok took an active part in the creation of the Russian Brewing Book, a chronicle of Russian brewing traditions based on historical evidence and archival materials.
Efes Rus has become a “pioneer” in the field of promoting domestic cinema with the help of a mass-market product. By agreement with the First Channel of Russian Television, the company produced a limited batch of canned beer Stary Melnik – Dnevnoy Dozor. The inscription adorning the packaging: “Light beer” acquires a new meaning here.
Fans of the brand and fans of the “The Expendables” trilogy noted the almost frontal product placement in the second part of the saga. True, it remained not entirely clear what exactly the neon sign and posters of “Melnik” were supposed to symbolize on the walls of a bar in Albania, chosen by local mafiosi. The choice of an American action movie for the advertisement of Russian beer made in Cyrillic seems not quite obvious: deliveries of the product to the USA still occupy an insignificant share of the total export volume. This move would have looked more meaningful if, according to the plot, the quality of the drink was assessed by the team of “oldies” headed by Stallone, but this does not happen.
Types of beer
Stary Melnik Light, 4,7%
The variety from which the history of Stary Melnik beer began. It is a typical light lager – golden-transparent, sparkling, refreshing, with a characteristic bitterness. When pouring, it foams moderately, however, a thin “focal” foam film is retained for quite a long time. The aroma is not bright, but well balanced – malt and hops do not “stick out”, but complement each other. The body is of medium density, textured, hints of biscuits, citruses, grass are caught in the taste. The aftertaste is dryish, with a soft unobtrusive bitterness. Beer can be served with light snacks or simply drink to quench your thirst.
Stary Melnik Strong, 6,5%
A light beer awarded a silver medal in the Monde Selection tasting competition. In a mug it looks amber-yellow, with a slowly settling foam cap and large bubbles of carbon dioxide rising from the bottom. The aroma is clean, without foreign smells, malt-herbaceous. In taste, the sweetness of malt and the bitterness of hops do not compete, but harmoniously complement each other, alcohol tones are manifested by warming warmth. The finish is dry, slightly spicy. Beer will be a worthy addition to a hearty dinner, set off seafood and poultry dishes.
“Old Miller from Barrel Velvet”, 4,5%
In 2008, the sub-brand line was replenished with a sort of bottled beer, which is brewed using draft technology. It is poured into a glass in a dark chestnut color, with hints of stained wood, creamy foam forms a high hat. The introduction of caramel malt enriches the aroma with tones of toffee, coffee, prunes, nuts. Roasted malt with its sweetness and light burntness creates the basis of the taste, sourness of rye bread and dark raisins are added to them. In the aftertaste, the spicy bitterness of hops becomes more noticeable. It is very easy to drink, it goes well with grilled meat, battered chicken wings, and at the same time with chocolate desserts. The design of the dark glass bottle corresponds to the name – it looks like a small beer keg.
“Old Melnik from the Barrel Soft”, 4,3%
Light variety, which includes 3 varieties of hops. Hop cones are added to the wort in several stages, which gives the aroma of the finished product a special richness, and the taste – a delicate bitterness. In the glass it looks light golden, crystal clear, a stable “crown” of snow-white foam forms on the surface. The aroma is mostly malty, refreshing, clean. On the palate are mild floury sweetness, banana and biscuit tones, spicy hops. Due to its neutrality, it will emphasize the flavors of spicy Mexican or East Asian dishes, and when chilled, it will be an excellent summer dessert drink.
