CARLSBERG: NEW TASTES PUSH BREWING INDUSTRY FORWARD

The company arrived in the country in 2002, inheriting the business and traditions of one of Bulgaria's oldest breweries, Shumensko Pivo, established in 1882, and of Pirinsko Pivo in Blagoevgrad, created in 1971. Teodor Nestorov, CEO of the company, shares more.

Carlsberg Bulgaria is the leading producer of beer and cider in the country. What is the secret of your success?

Beer comes from ancient times but even today it keeps evolving thanks to new production technologies. Being a leader in a dynamic branch as ours is not easy, but we keep striving to achieve more. Our mission is to make delicious beer in a responsible, innovative, and sustainable way. We are proud of the quality of our products, the skills of our brewers who preserve traditions and introduce new tastes and recipes, and our rich portfolio full of innovative products. We value highly our relationships with clients and partners based on mutual trust, support and respect. Yet, the most important ingredient for our success are our people. As a team, we stand out with our freedom and shared values. At Carlsberg Bulgaria everyone is free to share their opinion and ideas and to be heard. This creates an environment of openness, care and attention to detail. As members of the big family of Carlsberg Group, we can grow our career and skills in the company regardless of our location. I want to thank our entire team for their energy, motivation, and inspiration. Without our shared enthusiasm and passion this success would be impossible.

Which are your new suggestions for the summer of 2024?

The outstanding blue bottle of 1664 Blanc is without parallel on the local market, a super premium product with a style that challenges the norms and offers a different, modern and elegant interpretation of traditional beer taste.

Our other 2024 summer product with irresistible fruit taste is the cider Somersby Raspberry and Lime. This popular beverage combines the freshness and deliciousness of these fruits and can be drunk on its own or as a part of a cocktail. It is best enjoyed at the end of a tiring workday in a good company.

Carlsberg Bulgaria strives towards innovation and growth, but how does the company combine traditions with the changing tastes of young consumers?

Being curious and constantly developing are part of our corporate DNA. We never stop seeking how to improve things and to meet our clients' needs in the best possible way. We organise promotional campaigns that fit the changing trends in our target audiences, such as Tuborg's national campaign in a partnership with young graffiti artists and influencers, and the environmentally oriented initiative Pirinsko Clean Mountains which we will hold for a second year in a row. In the campaign for 1664 Blanc, we connect the product to modern fashion, culture and style that are inherent to the brand.

For us it is also important to answer the specific needs of young consumers caused by lifestyle changes and new trends. This is why we added to our portfolio flavoured alcoholic and non-alcoholic beverages that are becoming increasingly popular, such as the beer mix Garage and Somersby. We will keep investing in the expanding category of alcohol-free beverages, driven by the desire to offer options for healthy and active living to younger consumers aged 20-30 years. They will be the people who are going to push the change in the category in the future.

www.carlsbergbulgaria.bg