By signing the cooperation agreements with two power state beer breweries, Cēsu alus has become the official distributor in Latvia for the Czech Republic beer brand Krušovice and Austrian beer brand Edelweiss.
In March of this year, the Latvian beer market will be supplemented with three new import beer brands – Krušovice Imperial, Krušovice Černe and Edelweiss.
Krušovice is one the oldest beer of the Czech Republic and positions itself as “a beer brewed for kings”. Since 1581, the beer has been manufactured at the Royal Krušovice Brewery and its place of manufacture has not been changed.
The Krušovice brand in Latvia will be represented by Imperial – a light beer and Černe – especially rich flavour dark beer brand. These beer brands received gold and silver medals in the London’s prestigious Beer Challenge competition in 2011. Krušovice Černebeer brand is special due to the fact that it has been manufactured for more than 100 years and the manufacturing of this beer brand has never ceased.
Whereas Edelweiss is a special wheat white beer with a honeyed aftertaste from Austria. The beer has been produced according to the original recipe since 1475. Special yeast is used for brewing this beer. It provides the beer with its saturated and aromatic taste, distinguishing it from other wheat beers.
These beer brands are well-known to especially exquisite beer gourmands in Latvia as well, who were able to find them in various trading venues. The representatives of Cēsu alus will provide more extensive positioning and marketing activities for these brands in all the largest Latvian trading venues.
Krušovice and Edelweiss greatly expand the import beer portfolio of Cēsu alus, which at the moment already includes the world famous Heineken beer that is imported from its origin country, the Netherlands, beer brand Sandels from Finland and Lidskoje Pivo from Belarus, which within a couple of years has already taken 2nd place within the import beer brand segment in Latvia.
By establishing a new import brand within the Cēsu alus product portfolio, it is planned to reach 10 % of the market share from the western countries beer brand segment represented in Latvia.