Estonia: A. Le Coq to launch Estonia’s first light beer

A. Le Coq, one Estonia’s largest brewers, said on March, 18 it would launch sales of its new 2.9% low-alcohol beer A. Le Coq I, establishing a light beer category on the Estonian beer market. The new beer will be the first of its kind to go on sale in the country.

Tarmo Noop, the general manager of A. Le Coq, believes that now is the perfect time to be establishing categories on the drinks market which explore new territory. "This year we're investing 2.5 million euros in product marketing and development, part of which we're putting into developing new categories," he explained. "The first thing to come out of that is the light beer category, which we're establishing with our 2.9% low-alcohol light beer, A. Le Coq I." Noop added that the majority of beers sold in Estonia have an alcohol content of 4.5% or higher, and that there is almost no choice at all in terms of light beers.

Noop says that A. Le Coq has lowered the alcohol content of its beers, withdrawing altogether from the market for beers that are 7% or stronger. "We're looking to enrich and diversify Estonia's beer culture, offering consumers the choice of a lighter beer, too," he said. He remarked that light beers are very popular around the world and comprise a considerable proportion of all beers sold in stores. "Light beers are common in Scandinavia, and now Estonian drinkers will have that option, too. I'm sure it will go down well!"

A. Le Coq I will be available in 0.5 litre cans.

30 March, 2011