Press releases
In developing the Latvian beverage market, JSC Cēsu alus is launching the production of a new product line. Cēsu 14 % is a range of light alcoholic beverages that will be available in Latvia in entirely new packaging.
Former successful market results of light alcoholic beverages have promoted the extension of this category assortment. In 2009, JSC Cēsu alus occupied a 40 % market share of light alcoholic beverages, which provided the company a stable position in this segment.
To strengthen positions of light alcoholic beverages in the Latvian market, the Cēsu alusproduct development team has created a new range of cocktails Cēsu 14 %. The cocktail title reflects its alcoholic content. With this product line, consumers are offered alcoholic beverages with lower alcohol content than in strong alcohols. The total investments for the development of the new product line are LVL 100 000.
In 2009, the market of light alcoholic beverages decreased by a total of 30 %. Such a segment downfall is the result of both the overall decrease in purchasing capacity and the increase of excise tax.
“In accordance with the company’s vision to be the development leader of the Latvian beverage market, Cēsu alus will continue intensive work in 2010 at the development of new products, new beverage categories and expansion into new markets. By developing the market segment of light alcoholic beverages, we will create a competition for qualitative products produced in Latvia and will increase the representation of Cēsu alusin export markets,” says Sales and Marketing Director Gustavs Zatlers.
This year, Cēsu 14 % consumers will have the opportunity to taste three flavour combinations: gin & grapefruit, vodka & lemon and whisky & cola. The product is retailed in especially small, unique (0.28 l), convenient and light plastic bottle packaging. The product is already available in stores.