E-Malt.com News article: Belarus: Carlsberg’s Alivaria Brewery gains exclusive rights to sell Carlsberg Group products in Belarus

Alivaria Brewery gained the exclusive right to sell the products of Carlsberg Group (including Baltika Company and Carlsberg Breweries) in Belarus, Director General of Alivaria Brewery, Carlsberg Group, Denis Sherstennikov told a press conference on 5 March.

Until now, Carlsberg sold portfolios in Belarus via the two companies - Alivaria and Baltika, BelTa reported.

"We will represent the products of the whole Carlsberg Group – Russia, Denmark, and Ukraine, and other countries that are now part of the Carlsberg Group, said Denis Sherstennikov. “Our volumes will increase significantly (according to our estimates, up to 1.5 million hectolitres). The market share of Alivaria’s combined portfolio is expected to reach about 28% by the 2014 year-end which will makes us a leader in the domestic beer market,” he added.

"The company's brand portfolio has expanded significantly. The number of personnel and equipment has grown," said Denis Sherstennikov. The combined portfolio includes the brands Alivaria, Brovar, Carlsberg, Tuborg, Holsten, Zatecky Gus, Baltika, Bolshaya Kruzhka, Zhigulyovskoye, Eve and others. In 2013, a total of 1.476 million hectolitres of the above-mentioned brands was sold in Belarus (according to the company’s estimates).

According to the head of the company, business expansion will allow Alivaria to consolidate highly qualified professionals, strong brands, innovative ideas, resources, and sales and service technology. The core of the portfolio is the strongest local brand Alivaria, with the above-mentioned brands complementing it. The company plans to start producing some of them at its facilities this year. “We expect that the business efficiency will improve and the Carlsberg Group brands will strengthen their positions in the Belarusian market,” he added.

Denis Sherstennikov recalled that recently Alivaria Brewery has acquired the right to produce the German beer brand Holsten to the German recipe and to sell it. The contract is indefinite.

The brewery was founded in 1864. The controlling package belongs by Carlsberg Group, one of the world’s leading brewing groups, which owns a wide portfolio of brands of beer and other beverages.

The Alivaria beer brand, according to the AC Nielsen global marketing research firm, was number one in Belarus in terms of the market share in natural and monetary terms from July 2012 to June 2013. Alivaria was also the number one brand in the alcohol-free beverage market of Belarus and number four on Top 100 Belarusian Brands 2013. In 2013, the volume of energy used on beer production decreased from 2012 (water consumption by 25%, heat energy by 28%, electricity by 11%). The output went up by 11%.


05 March, 2014