In May the first batch of Holsten beer was bottled at the JSC Georgian Beer Company in Georgia. Beer will be produced by virtue of the sublicense agreement for the production, sale and promotion of Holsten in Georgia, signed between the leader of the Russian beer market, Baltika Breweries LLC and JSC Georgian Beer Company.
Holsten is one of the oldest German beer brands, produced in Germany since 1879. Since 2012 Holsten has been produced in Russia by Baltika Breweries LLC under the license of Carlsberg Group.
Baltika grants the right to produce and sell Holsten beer in Georgia to JSC Georgian Beer Company, which intends to ensure brand presence in 98% of the outlets throughout the country.
The localization of Holsten beer production in Georgia is associated with the popularity of German beers in the country. Also, cooperation with one of the strongest players of the Georgian brewing market gives an opportunity to targetedly develop the brand on the country's territory. Licensed products are bottled in Georgia in glass bottles and cans of 0.5 liters, as well as in PET bottles of 1 liter, 2 liters and 2.5 liters and kegs.
Brand production implies the use of multistage quality control system for the produced beer. Prior to signing the contract, Baltika specialists performed technical audit of the production and ingredients analysis, which confirmed that the technologies and equipment of JSC Georgian Beer Company allow to produce Holsten beer according to the highest quality standards.
Ekaterina Potokina, Senior License, Low and Non-alcoholic Brands Development Director, Baltika Breweries LLC, part of the Carlsberg Group: “The Holsten brand is part of the international portfolio of the Carlsberg Group and it is produced under license in many countries. In May, we reached an agreement on the sublicense production of this product in Georgia. Our choice is not accidental: JSC Georgian Beer Company has modern production facilities which are capable of meeting world brewing standards. We expect that the distribution system and leadership positions of the company in the Georgian market will contribute to the sales growth and awareness of Holsten brand in the country”.
Elena Volgusheva, Export & IC Sales Director, Baltika Breweries LLC, part of the Carlsberg Group: “Being the leading Russian exporter of beer, Baltika continues to strengthen its positions in various countries. I can note that both the local and international players prevail in the highly competitive beer market of Georgia, and the import content is relatively low. In this country consumers mainly prefer the classical lagers. We believe in the potential of Holsten brand and choose only key market players for cooperation. JSC Georgian Beer Company is one of the leaders of the beer market in Georgia and it has a highly-developed distribution network that allows to represent its products in 98% of outlets throughout the country, thanks to which Holsten beer will have excellent prospects in the local market”.
Kakaber Kotrikadze, General Director of JSC Georgian Beer Company: “We are proud of our cooperation with Baltika, the leader of the Russian brewing market, it's pleasant to note that we were entrusted with the production and sale of Holsten beer in Georgia. This confirms once again that our production, equipped with high-tech equipment and modern technologies, meets European quality standards and is ready to produce large volumes of high-quality products. Thanks to well-developed sales and distribution system Holsten beer will be available to Georgian consumers throughout the country. In addition, active marketing support will help strengthen the brand's position and achieve leadership positions in the category”.
Baltika has been supplying its products to Georgia since 2002 and is the leading importer of beer from Russia to this country – according to the Georgian Statistics Department, the company's share in the beverage import from Russia is about 40%. The results of 2017 show that Baltika sales in Georgia increased by 34%, compared to 2016. Today the whole line of Baltika brand products is presented in the country’s market, as well as Zatecky Gus, Zhigulevskoye beer, licensed brands Сarlsberg, Tuborg, Kronenbourg 1664 and Flash Up energy drink.
Holsten is a traditional German beer produced in Germany since 1879. It is produced with carefully preserved traditions of German brewing. Holsten beer is a classic light lager, with a strength of 4.8% and a density of 11%. It has a bright, rich taste and pleasant bitterness in the aftertaste, and fruity notes in flavor.
JSC Georgian Beer Company was established in 2011 and is one of the leading players in the beer and beverage industry of Georgia. The company has high-tech modern equipment that meets European standards. The production capacity of the enterprise is 400 million liters of beer and soft drinks per year. The JSC Georgian Beer Company has more than 400 employees. The product range includes such brands as Zedazeni Ragnar Pilsner Sviani, Belgium Standard, Bavaria, RC Cola and others.
Baltika Breweries LLC, part of the Carlsberg Group is one of the largest producers of fast moving consumer goods in Russia since 1996 – No.1 in the Russian beer market. Baltika owns 8 factories in Russia and a wide brand portfolio. The company is a significant part of the Carlsberg Group and its Eastern Europe region, which also includes Azerbaijan, Belarus, Kazakhstan and Ukraine. Baltika Breweries is a top exporter of the Russian beer: the products are presented in more than 75 countries worldwide, in 43 of them the company is the only Russian supplier in this category. Company brands gained more than 670 Russian and international awards in professional and consumer competitions.