5.58M

Report_230925

1.

Prepared by
BRIF Research Group
September 2025

CONTENTS
METHODOLOGY
MAIN FINDINGS
RESEARCH RESULTS
3
4
5
Brands consumption
7
Zatecky Gus Svetly
12
Evaluation of sub brands
18
Design evaluation
26
Current position and potential
31
Zatecky Gus presence on the Internet
35
Demo
37
Bolshaya Kruzhka Myagkoe U&A, 2025
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3.

METHODOLOGY
MAIN OBJECTIVE
To determine the current positioning of the brand (Svetlymain SKU and the new sub brands Zatecky Gus 5, 7, 9),
consumer attitudes towards the brand, consumption
situations, places and reasons for purchase, as well as
barriers to consumption of Zatecky Gus sub brands.
GEOGRAPHY AND SAMPLE SIZE
700 interviews in 6 cities of Kazakhstan:
Almaty
Astana
Shymkent
Karaganda
Oskemen
Aktobe
Total
150
150
100
100
100
100
700
METHODOLOGY
F2F off-line CAPI interviews via PC tablets using the
snowball sampling method
LENGTH OF INTERVIEW
18 minutes
FIELD WORK
17 October - 11 November, 2024
Bolshaya Kruzhka Myagkoe U&A, 2025
RESEARCH OBJECTIVES
• Evaluate consumer" perception of the Zatecky Gus, Brand health,
consumption period, frequency, purchase size;
• Evaluate the image of sub-brands, distinguishing features of sub-brands;
• Evaluate the competitive environment of the brand;
• Identify key consumption situations;
• Identify key drivers and barriers for consumption;
• Determine the main channels for purchase;
• The impact of discounts from competing brands on Zatecky Gus;
• Level of satisfaction with the brand’s price positioning;
• Evaluation and attitude towards the brand (satisfaction, loyalty);
• Evaluation growth opportunities:
• Evaluate the level of awareness of Zatecky Gus sub-brands in the Core
segment: Zatecky Gus 5, 7, 9 (brand funnel);
• Evaluate perception of new products from Zatecky Gus 5, 7, 9 and their
availability in sales;
• Perception of sub-brand designs, relevance of the new line (5, 7, 9) to the
main SKU of ZG Svetly;
• Understand how consumers interpret the meaning of the digital descriptor on
the packaging (associations);
• Vision of the new product line within Zatecky Gus (open question);
• Consumer profile compared to competitors
TARGET AUDIENCE
• Male (60%)/female (40%);
• Aged 25-49;
• Beer consumers at least 1 time per 1 weeks: Zatecky Gus – 270
interviews / Other beer brands - 430 interviews
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4.

MAIN FINDINGS
Bolshaya Kruzhka Myagkoe U&A, 2025
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5.

BRANDS
CONSUMPTION

6.

RESEARCH RESULTS
RESPONDENTS
PROFILE
Regardless ……
Bolshaya Kruzhka
Myagkoe
CURRENT BRAND
Repertoire
N=650, all respondents
Most
Nowadays
often
PERIOD OF CONSUMPTION
N-those who drink this brand most often
Less than 1 month
1 - 3 months
3 - 6 months
6 months to 1 year
More than 1 year
D/K
46% 44% 39%
46% 44% 36%
n=255
n=231
PLACES OF CONSUMPTION
At home
At relatives’ or friends’ place / visiting someone
Outdoors / on a picnic / at a dacha (summer house)
At cafés, restaurants, bars, clubs, etc. (INDOORS)
While relaxing/doing nothing AT HOME
In a rented sauna/ banya
31%
25%
19%
15%
15%
18% 13%
17%
33%
28%
24%
12%
18%
16%
7% 6% 4%
n=27
5%
20%
Other brands
67%
32%
14%
n=93
2%5%2%
17%
33%
22%
66%
73%
32%
16%
9%
18%
7%
30%
73%
44%
52%
41%
30%
18%
9%
29%
19%
1%
69%
7%
n=44
52%
46%
Yichang
9%
81%
78%
31%
18%
5%
Zatecky Gus
1%
7% 1%
10%
3%
6% 2%
11%
COMPANY FOR CONSUMPTION
In a small group (up to 5 people)
Alone
Together with spouse/partner/boyfriend/girlfriend
In a large group (5 people or more)
SWITCHING LEVEL. LAST YEAR
Kruzhka
Svezhego
33%
11%
4%
77%
48%
30%
48%
22%
33%
52%
63%
43%
33%
17%
6%
38%
31%
28%
20%
17%
69%
25%
Q. What brands of alcoholic beer do you drink once a week or more often? What brand of alcoholic beer do you drink most often? What other brands of
alcoholic beer do you drink from time to time, at least once a month? How long have you been drinking this brand?
With whom you most often consume this brand? Where do you usually consume this brand? (Answers with 15%+ are presented )
Bolshaya Kruzhka Myagkoe U&A, 2025
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7.

RESEARCH RESULTS
DRIVERS FOR
CONSUMPTION
Period of
consumption
(above a year)
Total
n=650
Bolshaya Kruzhka
Myagkoe
n=255
Kruzhka
Svezhego
n=231
Zatecky
Gus
n=44
Yichang
n=27
Other
brands
n=93
76%
78%
81%
66%
44%
73%
Easy to drink / smooth taste
Liked the taste
18%
Wanted to try something new
Suitable packaging
size/volume
Convenient packaging format
Prestigious brand
19%
20%
18%
53%
59%
32%
24%
19%
11%
14%
15%
26%
14%
13%
9%
11%
12%
12%
11%
11%
9%
12%
14%
8%
10%
7%
5%
7%
5%
7%
11%
5%
2%
4%
4%
6%
9%
5%
2%
0%
3%
6%
5%
5%
2%
0%
16%
Easy to find in stores
There was a
discount/promotion
57%
57%
24%
23%
The price was acceptable
Recommendations from
friends/colleagues
43%
51%
26%
9%
4%
12%
15%
10%
Q. Why did you start drinking this brand?
Drivers with 6%+ by Total are shown in the graph
Bolshaya Kruzhka Myagkoe U&A, 2025
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8.

RESEARCH RESULTS
PLACE OF
PURCHASE
Hypermarkets /
Supermarkets / Chain stores
(e.g., Magnum, Small, Toi)
Mini-markets (small selfservice store with 1–2 cash
registers)
Total
n=650
Bolshaya Kruzhka
Myagkoe
n=255
Kruzhka
Svezhego
n=231
26%
41%
43%
Zatecky
Gus
n=44
Yichang
n=27
34%
Other
brands
n=93
41%
59%
6%
6%
14%
10%
10%
Small grocery store / corner
shop / convenience store
11%
26%
51%
44%
43%
50%
30%
Other places
2%
3%
3%
2%
6%
Q. Where do you buy this brand most often?
Bolshaya Kruzhka Myagkoe U&A, 2025
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9.

BKM FORMAT
CONSUMPTION

10.

RESEARCH RESULTS
SHARE OF FORMAT
TOP2 PLACES OF PURCHASE AND REASONS FOR CHOICE
n- BKM consumers
Small grocery store
n=440
33%
50%
CAN/BOTTLE d/e
n=78
Convenient 49%
Promotions/discounts 39%
Affordable price 33%
18%
Convenient 96%
Convenient 88%
DESIRED NEW
FLAVORS
0.45L BKM
BOTTLE INTEREST
IMPACT OF
BKM STRONG
BK VS ANOTHER
BRAND
KS
39%
YICHAN
3%
I will buy BK regardless
of the discount on
another brand
No Preference
65%
• BKM - Versatile Brand 40%
59%
75% b
• BKM - Versatile Brand 44%
67%
56%
• BKM - Versatile Brand 39%
64%
46%
• BKM - Mild Brand 31%
• Fruit/Berry flavor 6%
• Too fragile 25%
Convenient 49%
Promotions/discounts 35%
• Inconvenient to drink 19%
Affordable price 25%
• Inconvenient to open 18%
Bottle
38%
• Inconvenient to transport 21%
• Inconvenient to drink 22%
Convenient 43%
Promotions/discounts 40%
• Less natural 14%
Affordable price 41%
• Heats up quickly 14%
41%
58%
50% с
52% b
BOTTLE c
n=218
Convenient 95%
BK
43%
40%
CAN b
n=144
Convenient 95%
BEST «SOFT» DESIGN
Hyper/ Super market
46%
Total BKM a
BARRIERS TO PURCHASING
THIS FORMAT
Can
• Inconvenient to open 17%
53%
42%
4%
61%
36%
3%
40%
• BKM - Mild Brand 27%
50% b
• BKM - Mild Brand 32%
45%
Convenient 63%
Promotions/discounts 46%
Affordable price 29%
Bolshaya Kruzhka Myagkoe U&A, 2025
58%
41%
1%
64%
76% d
• BKM - Versatile Brand 35%
45%
• BKM - Mild Brand 33%
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11.

RESEARCH RESULTS
Among BKM consumers, the most preferred format is the bottle (49%). The smallest group of BKM consumers are those who are indifferent to the format, i.e. they consume this brand both in cans and in bottles (18%). Moreover, among the
“indifferent” consumers, there is no difference in the place of consumption and the company of consumption between cans and bottles.
Significant differences were identified:
• among can consumers compared to bottle consumers – consumption in small groups and brands in the Prague and Zhigulevskoye repertoire
• among bottle consumers compared to can consumers – consumption alone and in large groups.
SHARE OF FORMAT
GENDER
TOP3 PLACES OF
CONSUMPTION
n- BKM consumers
Male
Female
Total BKM a
60%
n=440
40%
At
home
Visiting
someone
Outdoors
72%
33%
22%
33%
BOTTLE c
n=218
Group
5-
50%
Alone
30%
TOP5 BRANDS IN
REPERTOIRE
Group
5+
Together
18%
KS
45%
3%
c
CAN b
n=144
CONSUMPTION
COMPANY
55%
63%
50%
45%
37%
64%
18%
35%
19%
59%
41%
73%
27%
72%
CAN/BOTTLE d/e
n=78
67%
33%
56%
17%
31%
37%
26%
Bolshaya Kruzhka Myagkoe U&A, 2025
56%
31%
Miller
Praga
17%
13%
c
c
19%
13%
Zhigulevskoe
PURCHASE
FREQUENCY
AVERAGE
NUMBER
PRICE
PERCEPTION
1 year +
1 time per week
Per purchase
45%
52%
3,1
85%
Mid-price segment
12%
12%
18%
17%
10%
36%
49%
3,3
80%
10%
9%
13%
50% b
53%
2,9
85%
14%
10%
14%
46%
56%
3,4
40%
19%
19%
36%
77%
49%
1%
b
35%
19%
c
45%
24%
ZG
PERIOD OF
CONSUMPTION
19%
6%
1%
50%
c
24%
91% b
82%
1%
a, b, c, d, e - This score is significantly higher compared to other group
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12.

13.

RESEARCH RESULTS
SHARE OF FORMAT
n- BKM consumers
MOST MEMORABLE DESIGN ELEMENTS
Spontaneous perception
LEVEL OF SATISFACTION
Prompted_Can
Prompted_Bottle
Packaging
Total BKM a
n=440
35% 41% 34%
27% 41%
35% 38% 24%
31% 44%
CAN b
n=144
33%
BOTTLE c
n=218
c
b
50%
49%
49%
39% 48%
32% 41% 40%
22%
42% 46% 35%
32% 44%
17% 25% 25%
12% 26% 18%
12% 23% 15%
15% 18% 21%
11% 23% 17%
13% 19% 14%
19% 24% 25%
27% 17%
11% 26% 19%
21% 27% 21%
12% 21% 9%
10%
96%
95%
96%
Price
95%
92%
95%
Flavor
94%
• Intensity of flavor 38%
• Malt flavor 18%
• Smoothness/easy to drink 18%
• Sweet taste 17%
• Sweet aftertaste 11%
92%
• Intensity of flavor 37%
• Malt flavor 17%
• Smoothness/easy to drink 21%
• Sweet taste 17%
• Sweet aftertaste 14%
94%
• Intensity of flavor 36%
• Malt flavor 17%
• Smoothness/easy to drink 18%
• Sweet taste 18%
• Sweet aftertaste 9%
99% b
• Intensity of flavor 47%
• Malt flavor 23%
• Smoothness/easy to drink 10%
• Sweet taste 13%
• Sweet aftertaste 10%
CAN/BOTTLE d/e
n=78
18%
bc
53%
17%
40% 29%
c
97%
96%
- The highest share
Bolshaya Kruzhka Myagkoe U&A, 2025
a, b, c, d, e - This score is significantly higher compared to other group
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14.

RESEARCH RESULTS
SHARE OF BKM users
in quota brands
GENDER
TOP8 PLACES OF CONSUMPTION
CONSUMPTION
COMPANY
TOP6 BRANDS IN
REPERTOIRE
PURCHASE
FREQUENCY
AVERAGE
NUMBER
PRICE
PERCEPTION
1 time per week
Per purchase
Mid-price segment
n- BKM consumers
Total a
68%
Male
Female
n=440
60%
n=650
40%
At
home
Visiting
someone
Outdoors
Café/
Bar
Home Relaxing Rented
sauna at home sauna
Beach
72%
33%
22%
15%
Group
5-
50%
13%
13%
13%
8%
Alone
Together
30%
18%
Group
5+
70%
n=250
61%
n=250
34%
22%
14%
14%
13%
12%
46%
8%
35%
45%
ZG
Miller
Praga Zhigulevskoe
17%
13%
12%
12%
52%
3,1
85%
14%
10%
12%
10%
70% cd
3,1
85%
26%
11%
14%
10%
15%
24%
3,0
86%
b
bc
b
38%
25%
15%
15%
35%
3,5
82%
cd
с
74%
39%
KS
3%
100%
BKM b
BKM
100%
18%
22%
3%
54%
KS c
n=118
56%
n=220
Other
brands d
n=180
bd
44%
100%
70%
35%
27%
56%
18%
12%
11%
16%
8%
24%
19%
2%
40%
n=72
67%
33%
67%
28%
15%
18%
Bolshaya Kruzhka Myagkoe U&A, 2025
53%
15%
17%
11%
10%
25%
15%
7%
39%
36%
a, b, c, d - This score is significantly higher compared to other group
14

15.

RESEARCH RESULTS
SHARE OF BKM users
in quota brands
n- BKM consumers
Total a
TOP2 PLACES OF PURCHASE
AND REASONS FOR CHOICE
Small grocery store
Hyper/ Super market
46%
68%
n=440
n=650
100%
BKM b
54%
KS c
Other
brands d
40%
Convenient 49%
Promotions/discounts 39%
Affordable price 33%
Convenient 94%
38%
Convenient 100%
Convenient 94%
Can
Bottle
• Inconvenient to drink 13%
• Too fragile 7%
• Inconvenient to open 8%
• Inconvenient to transport 5%
Promotions/discounts 36%
• Less natural 8%
• Inconvenient to drink 5%
Affordable price 35%
• Heats up quickly 8%
• Inconvenient to open 5%
Can
Bottle
• Inconvenient to drink 8%
• Too fragile 12%
Convenient 49%
• Inconvenient to open 8%
• Inconvenient to transport 8%
Promotions/discounts 41%
• Less natural 5%
• Inconvenient to drink 7%
Affordable price 28%
• Heats up quickly 4%
• Inconvenient to open 8%
Can
Bottle
• Inconvenient to drink 10%
• Too fragile 7%
• Inconvenient to open 11%
• Inconvenient to transport 13%
• Less natural 7%
• Inconvenient to drink 11%
• Heats up quickly 7%
• Inconvenient to open 4%
46%
Convenient 36%
Promotions/discounts 42%
Affordable price 33%
Bolshaya Kruzhka Myagkoe U&A, 2025
DESIRED NEW
FLAVORS
BK
No Preference
KS
39%
YICHAN
3%
64%
0.45L BKM BOTTLE
INTEREST
65%
IMPACT OF
BKM STRONG
BKM - Versatile Brand 40%
BKM - Mild Brand 31%
BKM - Versatile Brand 33%
BKM - Mild Brand 35%
BKM - Versatile Brand 38%
BKM - Mild Brand 26%
BKM - Versatile Brand 32%
BKM - Mild Brand 33%
• Fruit/Berry flavor 6%
Convenient 53%
52% b
BEST «SOFT» DESIGN
58%
46%
n=72
n=180
33%
n=118
n=220
43%
53% c
n=250
n=250
Convenient 95%
BARRIERS TO PURCHASING
THIS FORMAT
cd
76%
22%
2%
63%
61%
1%
65%
72% b
63%
69%
bd
74%
25%
c
b
50%
39%
cb
11%
a, b, c, d - This score is significantly higher compared to other group
15

16.

RESEARCH RESULTS
SHARE OF BKM users
in quota brands
n- BKM consumers
Total a
MOST MEMORABLE DESIGN ELEMENTS
Spontaneous perception
LEVEL OF SATISFACTION
Prompted_Can
Prompted_Bottle
68%
Packaging
n=440
27% 41%
49%
33% 40% 38%
28% 43%
49%
36% 44% 32%
24% 36%
49%
39% 40%
28%
35% 41% 34%
n=650
17% 25% 25%
12% 26% 18%
20% 24% 25%
15% 28% 19%
12% 23% 15%
96%
Price
95%
Flavor
94%
• Intensity of flavor 38%
• Malt flavor 18%
• Smoothness/easy to drink 18%
• Sweet taste 17%
• Sweet aftertaste 11%
99% cb
• Intensity of flavor 40%
• Malt flavor 19%
• Smoothness/easy to drink 19%
• Sweet taste 18%
• Sweet aftertaste 12%
90%
• Intensity of flavor 41%
• Malt flavor 17%
• Smoothness/easy to drink 14%
• Sweet taste 16%
• Sweet aftertaste 8%
82%
• Intensity of flavor 29%
• Malt flavor 17%
• Smoothness/easy to drink 18%
• Sweet taste 17%
• Sweet aftertaste 10%
100%
BKM b
n=250
d
n=250
d cd
d
12%
28% 20%
98% c
98% cb
54%
KS c
n=118
d
15%
32% 27%
10% 21% 12%
14% 16% 11%
25% 21%
8% 15% 7%
n=220
Other
brands d
93%
91%
40%
n=72
21%
44% 50%
13% 17% 19%
n=180
6%
94%
88%
- The highest share
Bolshaya Kruzhka Myagkoe U&A, 2025
a, b, c, d - This score is significantly higher compared to other group
16

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