In the published and electronic media a campaign has been launched with the goal to inform the consumer about, how to distinguish real, naturally fermented kvass from kvass flavoured beverages. The TV advertisement comprehensively displays actual product brands, which are relatively divided into two groups in the Latvian market.

At the end of 2009 SIA “Ilgezeem” and JSC “Cēsu alus” initiated harmonised legislation that would allow the consumer to clearly distinguish fermented kvass from kvass beverages that significantly differ by their content and production process. Currently legislative requirements are being developed, which would define kvass as a separate non-alcoholic beverage group and would regulate the application of the title “kvass” for beverage labelling. Thus, the goal of the aforementioned producers is to treat consumers honestly without misleading them, and to provide honest competitiveness among the product manufacturers and distributors.

SIA “Ilgezeem” board member Roberts Volfs has already mentioned: “We have to make product choice and classification for the consumer as easy as possible, just as it has already been implemented currently with such terms as cream and cream product,butter and butter-fat mixture. If buyers have received precise information about the product, then they are able to make factual decisions about the choice of the corresponding price range and product classification.”

The informative media campaign is the next step in informing and educating the consumer – currently product range is wide and buyers have to make their choices based upon detailed examination of product labels, and often these labels do not provide exact information as well. Therefore, with the help of this campaign the consumer will be provided with true information on the classification of kvass products available in the Latvian market.

JSC “Cēsu alus” Sales and Marketing Director Gustavs Zatlers: “We have to call things what they really are; buyers have to know the facts about the products they purchase, to make objective choices, which fulfil their needs.”