Target, 20 percent market
share the first year
Beirut beer was launched by food and beverages manufacturer Kassatly Chtaura. The factory in Chtaura will target the local market, as well as Syria, Jordan, and African countries.
Nayef Kassatly, CEO of Kassatly Chtaura, said: “Although the market is dominated by one brand, this new brewery will create a competitive environment. We expect to gain 20 percent of the market share during the first year.” He said that this market share will not be taken from other brands but through enlarging the market. Besides the top-selling Almaza, another local beer, 961, has been produced and marketed on a limited scale during the last few years.
The brewery has a production capacity of 20 million liters yearly. Beer consumption reaches five liters per capita locally. It exceeds 100 liters in Europe. “Our aim is to increase beer consumption to ten liters per capita within five years,” said Kassatly.
Beirut beer, a pilsner, is available in four sizes of cans and bottles “Beirut brand has a different taste from those in the local market," he said.
The company conducted a large advertising campaign on televisions and bill boards. Kassatly said that the demand is solid, "as customers have the desire to taste something new.”
An existing 2,000 square meter warehouse was converted into a factory. The new facility created around 45 jobs, including marketing and sales positions. Kassatly said the cost of investment reached $13 million, including equipment and machines. The company benefited from a $6 million loan subsidized by the Central Bank (BDL) .
Kassatly Chtaura employed foreign expertise for the endeavor. Kassatly said they brought the machines, the brewing process, and know-how from Germany.
Date Posted: Aug 01, 2014