Don beer was brewed for the first time in spring, 1998 at Baltika-Rostov brewery of Baltika Breweries. Until 2000 the sorts of this brand were distinguished by numbers: pale beer was called Don #1, classic lager - Don #3, and special sort Don #5. Later a name was assigned to each sort, reflecting the specificity of the particular sort as fully and concisely as possible. Today the brand has four sorts – Don Pale, Don Classic, Don Southern, and Don Live that was launched in 2007.
The specific feature of the brand is that Don was created according to the tastes of the residents of South Russia. The core of the target audience is men aged 30-35, mainly married, working people, technical specialists with a vocational secondary education and average income. They appreciate traditional life values such as family and children, friends, stable job. They are also hospitable, sociable, open-minded people with a good sense of humor - in a word, southerners.
Since 2000, the Don beer was regularly named among Russia’s 100 Best Products. Also it is the winner of the Brand of the Year EFFIE 2005 and the Gold Brand of the South Region Awards.
The beer is mainly distributed in the South of Russia, about 93% of Don sales are concentrated in Rostov, Krasnodar, Volgograd, Astrakhan, Stavropol, Caucasian Mineral Waters, the republics of the North Caucasus and on the Black Sea coast. Nevertheless, Don is sold not only in Russia; this is the only regional brand exported to the U.S.
Currently Don is the most marketable beer in the lower-mainstream segment of the Southern region. According to AC Nielsen, in 2011 the market share of the brand in the South was about 13.6%, which allows it to retain the position of the most popular southern beer brand. The concept of the brand promotion is “Don - the beer of the Russian South”, and it has not changed since the beginning.
At the end of March 2007, Baltika-Rostov brewery launched a non-pasteurized sort Don Live. Only high quality malt and hops are used for this beer as well as the purest water necessarily checked for compliance with both the brewing requirements and health standards. The high requirements to the hygienic conditions of the production, the up-to-date equipment including a complex multistage beer filtration system allow Baltika to guarantee the quality and the extension of non-pasteurized beer shelf life to two months from usual five-seven days.
At the end of May 2009, just before the beginning of a hot southern summer, Baltika-Rostov brewery started the production of Don Ice. This beer is brewed with the use of cold filtration technology. Low alcohol content and low original wort gravity give the brew a light refreshing taste. The sort is released in transparent 1.5 and 2.5 liter PET bottles, the bottle label is designed in blue and white that reflects to the full the product’s taste as light cool beer. Since April 2012 Don Ice is produced in innovative ergonomic 0.5 liter bottles with ice facets imitation.
Since October 2011, Don is bottled into modern and ergonomic long-neck 0.5 liter bottles. Besides, the design of all labels of the brand line both on bottles and PET has been changed. The renewed logo became more modern and attractive. The brand label was changed, too: a traditional beer mug was replaced by a horseback warrior, the symbol of the South.
Now Don product line includes Don Classic, Don Southern, Don Live, Don Ice and Don Home.
Ingredients: : purified drinking water, pale barley malt, brewing barley, hop products
Alcohol content: : not less than 4.2% by volume
Original wort gravity: : 10.0%
Energy value per 100 g of beer: 37.0 kcal
Nutritional value per 100 g of beer: carbohydrates - not more than 3.2g
The product contains no preserving agents
Shelf life: 6 months
Variants of package
- PET 1.42 liter
- PET 2.37-liter