Alcohol, Investments, Latvia, Markets and Companies

Aldaris characterizes its new beer brand as a light ruby beer that will supplement "Zelta" brand line. The company is planning to sell more than 500,000 liters of this kind of beer until the end of the year, and already in July it is looking forward to gain 1% market share, informs LETA.

"For more than a half a year we explored customer's wishes, developed different flavors, created production samples and ran tests in order to select the best. Clients with their ideas took part in the creation of this beer, as a result, the new "Zelta Ruby" is a medium strong malt beer brand with a mild malt and hop flavor and soft scent of berries," says Aldaris Chairwoman of the Board Inara Sure.

The latest "Zelta" line beer "Zelta Black", introduced in July 2010, reached a 1.4% market share last year. With introduction of the new beer brand, the "Zelta" brand is comprised of "Baltais Zelts" ("White Gold"), "Melnais Zelts" ("Black Gold") and "Sarkanais Zelts" ("Red Gold").

"Zelta Ruby" will go on sale this week.

Aldaris was established in 1865 and is now the biggest beer factory in Latvia and one of the biggest in the Baltic States. Aldaris is a part of the Carlsberg Group and produces more than 50 different beverages of five different groups – beer, drinking water, alcoholic cocktails, non-alcoholic drinks and energy drinks.