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Heineken`s general manager in Belarus calls for transparent pricing policy

Heineken calls on the Belarusian authorities to pursue a transparent policy regarding the brewing industry, Alyaksey Charnyayew, Heineken’s general manager for Belarus, said in an interview with BelaPAN.

“It is extremely important for the state to create favorable and foreseeable conditions for the development of the domestic brewing industry,” the general manager said.

High barley prices controlled by the government do not contribute to the competitiveness of Belarusian brewers in domestic and foreign markets, he noted.

“So, it is highly important to take into account international prices and view as reference points Russia, Ukraine and EU member countries, our major rivals in the domestic market, in setting prices,” Mr. Charnyayew said.

At the same time, he noted positive pricing trends in Belarus this year.

“Barley purchase prices have been cut a bit this year, which is already good,” he said. “But the 2010 crops will be used in production only next year.”

While commenting on the company’s short-term plans, the general manager said that the focus would be placed on the production of import-substituting brands. “We want to offer Belarusian consumers European beer brands,” he said.

Heineken controls two breweries in Belarus, Syabar and Rechytsapiva.