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Convenience
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Zagorka launched its first PET bottle in March 2003, two years
after the first PET beer bottles were introduced. Initially PET was
not a big success, but when the big breweries entered the market
-Zagorka introduced the two-litre PET for the mainstream brand
Ariana- the market share of PET rose from 6% in 2002 to 33% of
the total beer market in 2004. That is a considerable volume,
since the total beer market in Bulgaria is approximately 4.4
million hectolitres.
The success of PET for Zagorka can be fully attributed to the
two-litre bottle for Ariana and the 1.5 litre bottle for Ariana Dark,
a seasonal beer, which was introduced in the winter of 2003/2004.
Today all brewers in Bulgaria are active in this packaging
segment. Most of the beer brands, from economy to premium
national brands, are available in PET packaging in many different
sizes: from 0.44 litre to 2.22 litre. According to Zagorka's
marketing manager Vassil Krastev, PET has quickly developed into
a packaging form that will stay in the market permanently. "It is
certainly no hype. The consumers prefer the PET bottle because
it's convenient. They appreciate the fact that it is not a returnable
bottle, that it is easy to handle and light to carry. They also prefer
this type of bottle because of the price-quantity ratio".
Lte-nyB-
bvtvvak*
The PET bottle for beer is hot in Bulgaria and Zagorka Brewery
has taken the lead in the growth of this rapidly expanding
segment. At this moment one third of the segment volume
comes from Zagorka Brewery. It is expected that the expansion
of its PET portfolio will further strengthen Zagorka's market
share.
With the recent introduction of the new one-litre PET bottle for
Ariana, Zagorka is targeting new consumption moments and
occasions. The PET portfolio will be further expanded later this
year with the 1.5 litre bottle for the national premium brand
Zagorka. Whether other brands of the Zagorka portfolio will be
included in the PET range of bottles has yet to be discussed.
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