Moscow Efes Brewery has added the trademark 'Zlatopramen' to its brand portfolio to be produced and sold under license from the Czech group Drinks Union. MEBs portfolio already includes other strong brands such as Efes Pilsner, Warsteiner, Stary Melnik, Sokol and Bely Medved.

The launch of Zlatopramen aims to enhance MEB's competitiveness in the licensed segment for beer. This initiative is entitled to continue the Company's profitable growth strategy through the efficient and effective production and sales of value-adding products.

MEB's decision to introduce Zlatopramen is quite deliberate. According to research data, Russian consumers consider Czech beer to be #1 in quality & taste parameters.

Zlatopramen - an authentic Czech brew with rich and full-bodied taste was born in the Czech town of Krasne Brezhno, Bohemia. Its brewing heritage has been carefully passed down from one generation to another since 1642. A perfectly adjusted combination of selected Czech hops, malt and pure drinking water gives rise to a refreshing and genuine Czech flavor.

"Now,- says Semih Mavis, MEB Managing Director, - we are ready to acquaint Russian consumers with Zlatopramen - our new Czech beer with centuries of heritage behind it. We will preserve the original recipe and the quality of the ingredients in order to present the authentic award winning Zlatopramen taste which will be an identical twin to its brother in Czechia."

"MEB has accumulated a perfect know-how of new product launches. By the end of 2005, Zlato's production volume will become a considerable part in the overall production output. Production of Zlatopramen has already started at the Moscow Brewery" - adds Semih Mavis.

Zlatopramen has won numerous prizes over the years, namely, in 2004, the brand received a Gold medal in the PIVEX beer competition - the most prestigious and reputable brewing contest which takes place in the Czech city of Brno.

"People say Czech beer is the best in the world. Zlatopramen was selected the best in the country. Thus, Zlatopramen is the best beer in the world"- says Zlatopramen's Vrchni Sladek following the gold medal in PIVEX - the brew-master who has been with the brewery for the past 44 years and who's signature can be found on every single bottle of Zlatopramen produced.

Brand's recommended retail price amounts to 21 rubles in various trade areas. The price will enhance the brand's competitiveness in the Russian beer market. MEB announced that it has already began marketing the brand.

"This is just an introduction to a long-term program respecting both the brands heritage in the Czech Republic and the image we want to build for it here in Russia." - concluded Semih Mavis.