Baltika Breweries Expands its Reach to the Democratic Republic of the Congo

july 17, 2017

Baltika 0 malt drinksBaltika Breweries, part of the Carlsberg Group, celebrated its 10th anniversary of supplies to Africa by launching exports to the Democratic Republic of the Congo. The first brand of the company to be available on the market will be a non-alcoholic malt drink Baltika 0 Grain.

The Democratic Republic of the Congo is the second largest country and the fourth most populous nation in Africa. The country is a former colony of Belgium – one of the global brewing hubs with a rich culture of beer consumption.

It was decided to launch the market rollout with the capital of the country – Kinshasa – with the population of about 15 million people. The non-alcoholic beverage Baltika 0 Grain will soon be available in popular retail chains Shoprite, Extra Plus and Kin Mart, in small retail at petrol stations and special wholesale sites. By the way, malt drinks Baltika 0 are also available in Burkina Faso, the United Arab Emirates, Iran and Pakistan. The popularity of the variety in the countries of the region has predetermined the choice of a product for the start of exports to the Congo.

The first 10,000 l batch has been recently shipped from St. Petersburg port. Under the laws of the republic, no special labeling of the beverage is required, only preliminary inspection of goods by the BIVAC (Bureau Inspection Valuation Assessment Control) if their value exceeds USD 2500. Since the regulatory authority has a representative office in St. Petersburg, this ensures prompt certification of goods that are shipped to the Democratic Republic of the Congo.

Elena Volgusheva, Export Sales and Intercompany Supplies Director, Baltika Breweries: “Our company is the market leader among Russian beer exporters. This is the result of the systemic work started in 1999 and being a part of our long-term strategy. Today, Baltika brands are known and loved in 75 countries for their top quality and excellent taste. We plan to move beyond and to expand our reach annually, introducing people around the world to our best varieties”.

Baltika Breweries has shipped its products to Africa since 2007 being the only Russian beer exporter in the region. The beer market of the continent is one of the most fast-paced in the world. Africa’s share reaches 10% in Baltika’s sales in terms of volume to non-CIS countries. Throughout this time, the company has managed to build a distribution chain in Côte d'Ivoire, Burkina Faso, Sierra Leone, Sudan, Tanzania, Nigeria, etc. Baltika supplies these markets with its non-alcoholic beer Baltika 0, the permanent export flagship beer Baltika 7, strong lager Baltika 9, classic lager Baltika 3, traditional dark beer Baltika 6.

To date, the largest African export market for Baltika is Tanzania. Here, Baltika 0 non-alcoholic beer is available in chain supermarkets, conventional stores and restaurants in Dar es Salaam, Mwanza, Arusha, Mbeya and other cities. The average price ranges between TZS 1700 and TZS 2000 (about RUB 45-55). As of Q1 2017, the company supplied over 300,000 l of beer to the market.

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The Democratic Republic of the Congo is a country in Central Africa that is the second largest after Algeria and the fourth most populous (in Africa) after Nigeria, Ethiopia and Egypt. Its population is 77 million people (ranks 19th in the world). The ex-Belgian colony that gained independence in 1960. The capital Kinshasa is the third largest city on the continent with about 15 million people (5.5 million live in the city, 10 million – in the suburbs).

Baltika 0 malt drink is a natural non-alcoholic beverage that has a pure wheaten smell with deep bread yeast notes and bitterness in the aftertaste. Has got the same taste as classic beer. It is made according to the traditional brewing technology with the exception of the fermentation stage from slightly fried barley malt and hops.

Baltika Breweries, part of the Carlsberg Group, is one of the largest manufacturers of FMCGs in Russia and No. 1 in the Russian beer market since 1996. Baltika owns 8 breweries in Russia and a wide portfolio of brands. The company is a significant part of the Carlsberg Group and its region of Eastern Europe, which also includes Azerbaijan, Belarus, Kazakhstan and Ukraine. Baltika Breweries is the leading exporter of Russian beer with its reach in over 75 countries, in 43 of which the company is the only Russian supplier in the category. The brands of the company have won more than 670 Russian and international awards of professional and consumer contests.

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