Andrej Beslac, business development manager at Carlsberg Serbia - Lav beer in Italy and Slovenia

(Andrej Beslac)

When famous Serbian landowner Lazar Dundjerski founded a brewer in Celarevo in 1892, its production capacity amounted to 10,000 hl of beer per year. Today this brewer in the vicinity of Backa Palanka produces 150 million liters of this alcohol drink. The brewer was once known for beers Dundjerski and Cibu, Tref gold beer, Herkules dark ale, while beer lovers now know its products Lav, Lav Twist, Zlatni Lav, Tuborg, Merak, Carlsberg, Somersby...

Ever since Carlsberg privatized the brewer in Celarevo in 2003, over EUR 165 million have been invested in it, and the company from Denmark currently has 501 employees in Serbia. Beers made in Celarevo are also present in the markets of 13 countries other than Serbia, and as Andrej Beslac, business development manager at Carlsberg Srbija, announces for eKapija, these beers will soon be exported to Italy and Slovenia as well.

In 2011 Carlsberg launched Merak beer in the Serbian market, as well as new categories of drinks in Serbia - Somersby and Lav Twist Limun. Our interlocutor does not hide that the company plans to become the leader in the local beer market in the near future and announces new products for beer lovers.

eKapija: Carlsberg Srbija announced EUR 8.5 million investment in the production equipment in 2011. How much of that plan has been implemented to date? Do you plan some new investment in Serbia in the following period?

- Since it entered the market of Serbia, the company Carlsberg has invested over EUR 165 million in the brewer and a continuous investment in the development of all segments of business are surely an integral part of our long-term strategy in local market. Regardless of whether we invest in the expansion of production capacities, logistics, or development of new brands and sales channels, we always intend to implement all the investments in the pipeline for certain period because our aim is to follow a continuous investment trend, which provides us with a competitive advantage in the market and a chance for implementing new ideas in the future. Since we find it very important to continue to constantly increase our market share and attract new consumers, new investments are something that is inevitable in the company's business strategy and will definitely produce favorable results.

eKapija: How many liters of beer is produced at the factory in Celarevo on an annual basis?

- Ever since Carlsberg took over the brewer in Celarevo, the factory's production capacities have been constantly growing. Over 150 million liters of beer were produced at the factory in 2010, whereas the total capacity of the factory is about 200 million liters. Over the previous eight years, we have been investing in the expansion of production: introduction of new bottling lines, procurement of fermenters, construction of a boiler room, etc.

eKapija: How many percents of products from Celarevo are exported and to which markets?

- We are very proud of the fact that we export our products not only to neighboring countries and countries in the region, but also to countries worldwide. About 19% of all our products are exported, primarily to the markets of Bosnia-Herzegovina, Montenegro, Croatia, Bulgaria, Hungary, Greece, Israel, Czech Republic, Slovakia, Switzerland, France, Australia, and Austria.

eKapija: Do you plan to enter some new markets soon?

- Export is definitely a segment that we as a company find particularly interesting, which is why we do our best to be present in every place where the need for our products exists. We currently plan to start exporting our products to Italy and Slovenia, but we are also constantly negotiating with other potential markets.

eKapija: What is the company's share in the beer market in Serbia?

- Carlsberg Srbija currently holds the second position in the beer market, with the market share of 27%. We are very satisfied with the fact that our market share has been constantly growing ever since we arrived in the market of Serbia. Our plan for the near future is to become the leader in local beer market.

eKapija: Is there a drop in demand for beer during the economic crisis or beer sales maybe grew this year?

- Difficult economic situation in the country inevitably affects the beer market. People's purchase power is not at an enviable level at the moment and it is clear that people are now more concerned with the price when choosing the product to buy. However, mainly owing to innovations launched and offered to consumers in 2010, one of which is the new design of Lav bottle, we managed to register a 4% growth despite the 4% drop in demand in the market. As far as year 2011 is concerned, the beer sales grew by 1% when compared to the same period last year.

eKapija: Does Carlsberg plan to take over some other companies in the food industry in Serbia?

- Our company is focused on the production and sale of beer. Therefore, we are doing our best to meet our goals and follow a clearly defined strategy, which is to be the quickest-growing beer company and satisfy the needs of all interest groups - consumers, buyers, suppliers, etc.

eKapija: Carlsberg is in charge of organization of the park of Dundjerski castle in Celarevo. Is company also interested in taking over the castle itself?

- Starting from 2007, the park of Dundjerski castle, situated in the vicinity of our brewer in Celarevo, is under the patronage of Carlsberg Srbija, and we are very proud of the fact that we managed to return the former glory to that park and make it attractive to tourists and all those who appreciate rich history of the Dundjerski family once again. The castle itself is ran by the Cultural Heritage Preservation Institute and, so far, the company has not been able to take on the responsibility to carry out the restoration of the castle, which we find exceptionally significant for Vojvodina and Serbia.

- Although it is a type of beer, Tuborg Cold Shot is actually a substitute for shots. It is intended for all those who love to go out and have fun, especially for those who love to have a drink or two with their friends at home before going out on the town. The first reactions are good and we are satisfied that this product quickly found its way to consumers.

eKapija: What is new in the market is Lav Twist Limun, which contains a lemon juice and a smaller alcohol percentage. How did beer lovers react to a new flavor? What is the target group for this beer?

- Lav Twist Limun belongs a brand new category of drinks in Serbia - radler, which attracted a large number consumers in a very short time. Lav Twist is a blend of lager and refreshing lemon in the ratio 60:40. It contains only 2% of alcohol, which is why it is a real summer refreshment. People's reactions are excellent. We are especially happy with the fact that it is quite popular among female population.

eKapija: Are you preparing some new products for the Serbian market?

- Carlsberg Srbija is a company famous for innovations because we always do our best to "listen" to the needs of our consumers and satisfy them in the best possible way. What is for sure is that we will keep following that trend in the future and that we are not going to fail the expectations of genuine beer lovers and people who love our brands.

S.O.