Creation of a New Beer Brand: Methodological Approach

ABSTRACT

JRC “Baltika Breweries” is the leader of Russian beer market and one of the biggest beer producers in Europe. Creation of new beer brands is based not only on effective business processes, but also on operational perfection of all technological phases for the purpose of stable production quality, taking into account requirements of consumers. Quality function deployment (QFD) is the flexible decision-making method used in new products creation. QFD transforms requirements of clients (a voice of clients) to engineering characteristics of technology, places priorities for each product / services and simultaneously defines problems in the field of production or service development. Yeast basically defines taste and aroma properties of beer. As a result of auxotrofic segregant crossing with the parental strain lacking, mitochondrial DNA we selected the new hi-tech yeast strain, possessing a number of distinctive characteristics: good technological properties, decrease of sulfur substances production, efficient diacetyl reduction, high colloidal stability of beer. This strain was used to produce new sort of beer, serving for client requirements. The newly designed sort of beer got several International prices and brought 250 million dollars in 2007 for JRC “Baltika Breweries”.

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