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Aldaris to focus on exclusive beer brands

By Anatol Steven. 06.09.2013

Aldaris winter beer
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Famed beer producer to downsize and concentrate on exclusive brands

Beer and soft drinks producer Aldaris, long a giant in the Latvian market, has made the decision to concentrate on its exclusive top-quality and premium beer brands.

Its plastic production facility will be moved out of Latvia. New jobs will be created as a result of the changes, but the total workforce will be reduced.

The producer cites a shrinking market for beer in Latvia, down 5% in 2012 and 3% so far in 2013. Fierce competition characterizes the cheaper end of the market, forcing Aldaris to act.

Some of the operations of Aladaris, which was founded in 1865 and is currently part of Denmark’s Carlsberg Group, such as the production of plastic PET bottles will be moved to other Carlsberg breweries in Europe.

“In order to improve our cost efficiency significantly, we have decided to change our strategy, moving lower-price segment products to other breweries and concentrating on brewing exclusive beer,” Veli Pekka Tennila, Aldaris’ chief executive, said. “This step will help the company to be profitable and viable again, keeping its market leader position.” 

Aldaris employs 270 people. The company said it did not know how many would be affected by the upheaval but added that it would do everything it could to help its workers.

The market segment of exclusive brands, also called the “craft beer segment”, is growing in Latvia. According to data from the market research firm AC Nielsen, this segment has increased by 50% in Latvia since 2009 and now accounts for 14% of the country’s total beer market. At the same time, the share of the PET segment continues to decline – by 5% in 2013.

Aldaris posted a loss of LVL 2.8 million (€4 million) in 2012 after LVL 25.6 million in turnover. It has a 34% market share in Latvia. The company launched 20 new products in 2012.

[pictured: Painted and photographed ad for Ziemas (Winter) beer for Aldaris Traditional Collection]




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