In 2004, average consumption in the more mature Baltic beer markets reached 73 litres per person. Growth in the premium segment, and other interesting developments, were anticipated after the Baltic countries joined the European Union in May 2004.
In Estonia, beer consumption is now 81 litres per person. While there have been signs of discounting by cheap, lower-quality beers, the Baltic beer markets appear to be moving into a phase where growth in volume and value, through a greater focus on premium brands and cost efficiency, will be the way forward for a major player with an already strong market share.
Saku Brewery, which dates back to 1820, is the biggest and oldest of Estonia's seven breweries. Since the end of the 19th century, it has been among the leading breweries in Estonia offering more than 10 different brands. Most popular is Saku Originaal, the market leader since 1995. Launched in 1993, it was the first quality beer of the post-Soviet period in Estonia and quickly became a hit with consumers.
In 1991, Saku Brewery became part of a joint venture named BBH. BBH was 50% owned by Carlsberg. In 2008 Carlsberg became sole owner of Saku Brewery.
KEY DATES:
1991: Saku Brewery becomes 50% owned by Carlsberg (through BBH).
2008: Saku Brewery becomes 100% owned by Carlsberg.
KEY FACTS:
Sites: 1
Consumption per person: 81 litres
BRANDS:
Saku
CONTACTS:
Saku Õlletehase AS
Tallinn mnt 2, Harjumaa
75501 Saku
Estonia
Tel: + 372 6 508 400
Fax: + 372 6 508 401
E-mail : saku@pruul.ee
DID YOU KNOW THAT .. ?
- Saku Brewery is the main sponsor of the Estonian cross country skiing team and one of the country’s best skiers - Andrus Veerpalu - who won the gold medal at the Olympic Games in Salt Lake City.
Revised 2008