Dejan Beko, GM at Carlsberg Bulgaria - Both the Serbs and Bulgarians prefer "domestic" beers

Although we got used to meet foreign people heading theinterna,tional companies operating in Serbia, Dejan Beko showed that we inSerbia have qualified managers to offer them to Europe. Thus, Beko has recentlytaken over the GM function at Carlsberg Blugaria.

Dejan Beko achieved a number of successes during his career at differentpositions within sales department in Carlsberg Serbia as well as at theposition of the Sales Manager at Carlsberg Serbia Group which comprises SerbiaBosnia and Herzegovina and Montenegro.

Carslberg Bulgaria currently employs 500 people, including the staff at the Shumenskoand Pirinsko breweries as well as in the sales in Sophia-based central offices. Theannual production of both breweriesreaches 1,8 mil while the annual company turnover in 2013 was some EUR 50 mil. In his inrterview for eKapija, Beko speaksabout future plans at work, market differences and what we can expect on our wayto EU when it comes to c anges in legislation in beer industry field.

eKapija: You have recently beenappointed GM at Carlsberg Bulgaria. What kind of challenge is that for you?

- It really is a great honor to take over GM’s position inthe beer and cider leading company inBulgaria.
Having in mind that I have been in Carlsberg Bulgaria for more than a year and a half, I am very well familiarwith the market situation and with things I will develop and strengthen in thefuture.

eKapija: What will be your first steps in the new company?

- I mi planning that we continue with current companymanagement strategy which focuses mainly on sales increase with an accent on our main brands in Bulgaria - shumensko and pirinsko beers as well astuborg.

eKapija: How different is the beer market in Bulgariathan Serbia?

- Both of them have more similar features thandifferences. Three global beers arepresent in Bulgaria just like in Serbia :"Carlsberg", "Heineken" and "Molson Coors".

When it comes tocustomers habits, both opt more often for stabile national brands whileinternational brands are second-ranked.

- EU regulations on the one hand are additional burden and on the other theyare focused on customers’ protection and fair market match.

Our main challenge is to provide environmental sustainability, food quality, fair competition, product labeling and customers ‘protection. When it comes quality of food and environmental sustainability, we definitely comply with all requests and criteria of Carlsberg Group which are in most of the cases stricter than the ones governed by the law.