The first bottle of the “Old Miller” left the assembly line in 1999 - this moment is considered to be the date of foundation of the brand. After 8 years, Efes Group launched the premium sub-brand “Old Melnik from Bochonok” on the Russian market. The appearance of the new product was accompanied by a large-scale marketing campaign, which included advertising in the media, flash mobs and promotions in crowded places. In the first six months, the distribution of the sub-brand in Moscow reached 92%. The authoritative agency AC Nielsen praised the work of the company's marketers as "the most successful launch of the year."