Peter Kopietz, Managing Director of Zagorka Brewery, on the company's social responsibility policies and strive for quality
Zagorka has over 100 years of tradition in Bulgaria. How does the company maintain the balance between history and memorable, exciting and modern taste?
Zagorka is a company with rich heritage indeed and is also a part of Heineken – the international brewer with a rich family brewing history and heritage. What keeps us being one of the leading brewers is our unique culture and also the innovations, which are enriching our company and brands. For example, last year was marked by the renewal of our emblematic brand Zagorka under the campaign "The good here" emphasising on the contemporary face of Bulgaria, reviving the long traditions we have as a nation. Also, Zagorka is brewed with 100% Bulgarian malt generating even more value to the economy, supporting farmers from different areas across the country. This year our Ariana brand also had a new face with another innovation in our Zero Zone portfolio led by the Heineken brand. Now under the umbrella of 0.0 we have the largest portfolio of non-alcoholic beers: Heineken 0.0%, Ariana Radler 0.0% and Zagorka 0.0% building on the trend of wellbeing and healthy way of living.
All of our premium and craft propositions are gaining consumer preference through availability and variety to satisfy the consumers' demanding taste.
The company aims to establish a green production line. What initiatives and policies do you implement to achieve that?
Our main leading projects are related to the 3 Ps (Planet, People and Prosperity) and they cannot be short term, as it will not be sustainable. The People: our consumers and employees being at the heart of our business and company. So, we are continuing to provide the highest quality products and to advocate for responsible consumption. Taking care of our people by providing different trainings and running with our priority safety program. The Planet: running our green agenda in the brewery, being the greenest company in the sector. In our Sustainability Report we summarised the progress of reaching our targets for effective use of water with the long term programme "Every Drop" and decreasing CO2 emissions also with a long term programme "Drop the C." The last P is for Prosperity: being responsible corporate citizens, we invest in communities by driving social and green projects and supporting local sourcing and economy.