BEER SUMMER WITH CARLSBERG

When we want to know how the beer market is developing in Bulgaria, one of our first choices is to talk to a manager from Carlsberg, a leading beer and beverages producer in this country. This time, we discussed the latest trends on the market with Teodor Nestorov, Marketing Director of Carlsberg Bulgaria.

What will be the leading tastes of summer 2023 in your industry?

Traditionally, summer is our strongest season and the time when we present new and interesting flavours. Fruit combinations will be preferred by consumers on hot days because they are refreshing and can be drunk on different occasions – after work, on the beach, in the park, with friends or at home. For lovers of fresh low-alcohol beverages we offered on the market a different and innovative product – the beer mix Garage in two irresistible tastes: Hard Lemon and Hard Strawberry. It combines the best of classic beer taste with the freshness of fruit for a different experience in the summer days and gives the impression of freshly homemade lemonade. Garage is tastiest when served chilled or with ice. Its alcoholic content is 4.6%, it can be consumed on its own and as part of cocktails, with fruit or spices. Pirinsko Bodro is a product of Pirinsko that got our leading brand closer to young audiences who prefer fruit and refreshing beverages to beer. In its first season, Bodro took 30% of the market of alcohol-free beer mixes. With its new taste – cherry, it will additionally strengthen its positions in the category.

What distinguishes alcohol-free beer and how is this segment developing in Bulgaria?

Alcohol-free beer is the only category that continues to expand on the market. The trend is confirming the change in consumers' preferences, the discovery of new occasions to drink beer, and the strive for a more active and healthier lifestyle. Our alcohol-free suggestions taste like true good beer, the only difference is that they are alcohol-free and can be enjoyed anywhere and anytime: when walking in the park, at business lunches, while driving or during sport. Alcohol-free beer is a great alternative that allows you to enjoy your preferred beverage with pleasure, but also responsibly.

For what type of consumers are the flavoured alcohol beverages produced by Carlsberg Bulgaria?

Flavoured alcoholic beverages offer consumers a different experience. They go beyond beer to offer new combinations – for example a beer or alcoholic mix combined with a fruity flavour, exotic fruit or natural additives for denser and more outstanding character. This type of products is for consumers of different ages and characters, but are most popular with young people aged 18-30 years who love experimenting with tastes and enjoying their favourite beverages at home and on the go. We will continue developing our portfolio to meet their demands. We, at Carlsberg, strive to offer to consumers a wide range of products so that they always have the beverage they want at any moment.

www.carlsbergbulgaria.bg