Estonia: Saku brewery blames closest rival for ad irresponsibility and considers selling in Japan

Estonia’s largest brewery Saku Õlletehas has filed a complaint to the country’s Consumer Protection Board, the Baltic Business News posted on September, 17.

The brewery claims that a commercial of its main competitor A. Le Coqi which depicts a minivan that moves without a driver since everybody is watching football in the back of the vehicle violates several laws.

According to Saku, the TV commercial violates both advertising law and traffic law. “Even if cars could move without a driver the commercial is urging people to behave irresponsibly and violate the laws,” said the company, adding: “It is very dangerous to show alcohol and traffic together in the same clip and have cars that move on roads without drivers where people drink beer.”

Also, after a recent meeting with representatives of Japan’s Ito-Yokado grocery retailer, Tõnu Kerge, export manager of Saku Brewery, said that Saku is very optimistic about the company’s chances to start selling its products in Japan.

“We are seeking a retailer that is interested in us and trusts us,” he said.

19 September, 2008