KASSATLY CHTAURA SEEKS NEW MARKETS

Lebanese food and beverage producer, Kassatly Chtaura, is looking to tap into new markets in the MENA region and Africa through its various brands. The company, established in 1974 by President and CEO Akram Kassatly, has a multibrand portfolio, which currently includes juices, jam and syrups and a wide range of alcoholic and non-alcoholic beverages, including Freez, Buzz, Buzz Beer, Château Ka wines, a variety of liqueurs, and Beirut Beer, which has been growing exponentially since 2014.

According to Ghida Kassatly-boulos, marketing manager, Beirut Beer’s production will reach 17 million bottles in 2016, up from 10 million in 2015. The brewery has the capacity to produce 72 million bottles.

“The last estimates reveal that Lebanese consumption is as high as seven liters of beer per capita per year. Our aim is to push this consumption and turn beer into a beverage for all seasons,” she said. Currently, the brand is exported to various countries, including Australia, USA, Canada, UK, France, UAE and Belgium, among others.

Earlier this month, the Bavarian Beer Queen, Sabine Ullrich, visited Beirut Beer’s brewery and reviewed the brewing methods adopted, particularly its conformity with the Beer Purity law in relation to the three ingredients of Pilsner beer: water, barley, and hops.

Kassatly Chtaura will also be giving its Freez bottle a revamp and looking to expand its presence regionally. According to Kassatly, Freez’s market shares have grown exponentially, especially in markets where alcohol consumption is limited or banned. “Our strong presence has driven several competitors, including Pepsi, to launch similar products, to be able to compete with us.”