Latvia: Carlsberg’s subsidiary to increase sales in 2011 and double the Carlsberg brand contribution within the next three years

Brewery Aldaris, which is part of Carlsberg Group, plans to sell up to one million litres of Carlsberg beer in Latvia in 2011 and double the Carlsberg brand contribution within the next three years, Aldaris CEO Thomas Panteli was quoted as saying by Baltic Course on April, 5.

This year, Carlsberg will also invest LVL 70,000 in advertising on the Latvian market.

"Currently our market share on Latvian beer market is only 0.5 %, however, we have set an ambitious goal to triple the Carlsberg brand volume by 2015," said Panteli.

Panteli believes that if Carlsberg will strengthen its presence on Latvian beer market, Aldaris will still be in a good position since both companies have different target audiences.

Aldaris focuses on ice hockey fans, especially with its line of "Dinamo" products. Most of the people who enjoy Carlsberg beer are football fans, men, aged up to 35.

Panteli admitted that currently Carlsberg beer, which is available in Latvian stores, is produced in Lithuania. However, it is also possible that in the future the company will produce its beer also in Latvia.

Carlsberg Group is the largest beer producer in the Northern Europe and the fourth largest in the world. The company is represented in more than 150 countries all over the world and employs 45,000 people.

Aldaris was established in 1865, it is the largest brewery in Latvia and among the major ones in the Baltic countries. Aldaris produces around 50 types of beverages in five categories – beer, drinking water, alcoholic cocktails, soft drinks and energy drinks.

The company's profit in 2009 was LVL 1.43 million and in 2008 it was LVL 3.32 million.

06 April, 2011