A sudden turnover: Lidskoe Pivo has presented an unusual can format for Pshanichnae

A sudden turnover: Lidskoe Pivo has presented an unusual can format for Pshanichnae

 JSC “Lidskoe Pivo” (part of Olvi Group Finnish Holding) has started producing Pshanichnae in a new can format. Upside Down Can considers the specificity of traditional wheat beer, so it allows to follow the special rules for preparing the product to be consumed.

Pshanichnae from Master’s Collection is light unfiltered beer produced using the Triple Fermentation technology. Thanks to the yeast, the beer keeps fermenting after bottling, that is why a distinctive sediment can often form at the bottom.

As of the industry experts, the yeast must be evenly distributed so that one could appreciate the taste of a true wheat beer.  To do this, it is recommended to shake the bottle before opening. Pshanichnae in the Upside Down Can format by Lida brewers allows consumers to prepare the beer to be consumed without any effort, by simply turning the can over.

“The development of beer culture in the country, along with the introduction of innovations, is one of the priorities of our company,” notes Angelina Yanik, Top Brand Manager of Lidskoe Pivo. “As a trendsetter, we experiment a lot, and thanks to the launch of our own canned beer line our team has even more opportunities for making bold decisions.” One of the first products to be canned on the new line was our award-winning craft beer, as consumer interest in the wheat beer segment is rapidly increasing.

Pshanichnae from Master’s Collection in a new format is already available in stores throughout the country. The novelty hit the shelves on October 12. The recommended retail price is 2.2 BYN for a 0.45L can.

For information: The range of the company’s canned products is presented in both alcoholic and non-alcoholic segments. Zhigulevskoe, premium Warsteiner, a number of varieties from LIDSKAE title line, the Koronet brand, energy drinks and Lidski kvass are available in cans. Earlier, canning was carried out on the sites of other manufacturers of the concern, including Volfas Engelman and Cesu alus. German equipment Krones allows the company not only to scale up the production of canned drinks (the new line allows to can up to 7.5 million liters of product monthly), but also to offer the consumers of Lidskoe Pivo unusual formats in terms of both volumes and appearance.



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