E-Malt.com News article: Latvia: June beer sales brightened by summer solstice

Latvia's two leading breweries – Aldaris and Cesu alus, saw their beer sales increase significantly during the Ligo! Holidays (Midsummer night celebration) in June 2009, LETA communicated on June, 25.

Aldaris has already sold this month almost 7 million litres of beer, or 3% more than in June 2008.

"On Ligo! holidays in 2009, Aldaris sales were very good, even better than expected. The largest amount of Aldaris beer was supplied to outlets on June 19, when more than 700,000 litres of Aldaris beverages were taken to stores, of which 90% was beer. These figures are very reassuring, given the economic downturn and the rare sunny days in June," said Aldaris's board chairwoman Inara Sure.

Sure explained that the increase in sales was thanks to the extensive range of Aldaris products, also the special Ligo! packaging and discount campaigns, so that every customer could find their heart's desire.

Plus there were many off days on the Ligo! holiday this year, when most residents of Latvia went on outings and picnics to celebrate.

"Summer solstice in Latvia is unimaginable without a glass of beer, and the good sales attest to this. At the same time, sale of other beverages – water, cocktails, carbonated drinks – decreased during the period," Sure pointed out.

Ahead of the holidays, Aldaris had also received a large order from Lithuanian brewery Svytrys-Utenos alus. Being part of a large corporation, Aldaris can quickly get involved in exports to neighbor countries and Scandinavia, informed Sure.

Eva Sietinsone-Zatlere, Cesu alus board chairwoman, said that, even though the start of summer this year was cold and rainy, traditional Ligo! celebrations prompted Cesu alus sales and the brewery's sales reached a two-year high.

"In the week before the holidays, Cesu alus beer sales increased 20% year-on-year. Altogether so far in June, beer sales increased 50% from this past May. A new trend this year is that the beer in cans has become much more popular. In the first three weeks in June, sales of Cesu alus beer cans grew 50%, compared to the same period last year, in part thanks to the novelty "Cesu Premium" beer filled in one-pint cans."

Turnover for the Piebalgas alus brewery in Latvia in 2008 was LVL 1,878,146, or 4% more than in 2007, according to the Registry of Enterprises' Lursoft data.

In 2008, the company earned LVL 43,213 profit or 36% less than a year earlier, when profit was LVL 67,320.

In 2008, Piebalgas alus sold 2.89 million litres of beer, thereby taking up 2.33% of the beer market in Latvia.

After the former chairman of the board of the company Janis Duklavs was appointed as the new minister of agriculture, Inara Duklava, became the new chairperson of the board of Piebalgas alus.

In 2006, Piebalgas alus earned LVL 20,287, whereas in 2005 the brewery operated with LVL 83,898 losses.

In 2007, the net turnover of Piebalgas alus amounted to LVL 1.8 million, or 18% more than a year earlier, when it totalled LVL 1.46 million.


26 June, 2009