The largest Estonian beer producer, Saku Brewery and Sinebrychoff in Finland have made an agreement according to which Sinebrychoff will distribute Saku Originaal in Finland.
In line with market surveys, Saku is the best-known Estonian brand in Finland. As of May 1, 2004 Saku Originaal will be available in recyclable 0,5 and 0,3 l cans, that are specially made for the Finnish market.
Cardo Remmel, the CEO of Saku Brewery says that thanks to the fact that Estonia is joining the EU the Estonian brewery has a better opportunity for exports and has now received a new partner. "Saku Originaal will be distributed by the market leader and the contract covers also marketing. Our objective is to increase our exports and to sell 2 million litres Saku Originaal in Finland in 2004," Remmel says.
Managing Director of Sinebrychoff Johan Furuhjelm said that Estonian and Finnish markets are converging because restrictions on doing business between the two countries are diminishing. "In view of this and the fact that the demand for imported premium beers is increasing in Finland, a cooperation agreement between the two countries' largest beer producers is a extremely natural development. High quality Saku beer will be an excellent supplement to our product portfolio," Furuhjelm adds.
The history of Saku Brewery, the oldest Estonian beer producer, dates back to October 1820 when Count Karl Friedrich von Rehbinder opened a brew kitchen in Saku manor.According to the Estonian Breweries Association, Saku Brewery is the leader of the Estonian beer market with a 43% market share. Saku Brewery has since 1991 been part of is part of BBH (Baltic Beverages Holding), a joint venture between Carlsberg Breweries A/S and Scottish & Newcastle plc.