Saku Brewery Ltd. Analysis and Importance of Marketing Intelligence

“The oldest brewery in Estonia – Saku Brewery Ltd. – was developed in 1820.” (Saku Booklet, Beer Brewing in Estonia, 2). In 1991, company established a joint venture with Swedish Pipps and Finnish Hartwall. Today Pipps holds 50% and Hartwall holds 50% of the company. Other shareholders include: Baltic Beverages Holding AB (75%) and small shareholders, such as enterprises and individuals (25%). The share capital of Saku Brewery of 80 million Estonian kroons is made up of 8 million registered shares with the nominal value of 10 kroons. (http://www.saku.ee/investors).
“In 1993, the first premium beer Saku Original was launched. The brand was created based on a market survey, which was conducted to determine the type of beer and package preferred by Estonian customers”(Saku Booklet, Beer Brewing in Estonia, 2). Since 1996, Saku shares have been listed in Tallinn’s Stock Exchange and in the year 2000 Saku was the first national brewery to receive the ISO 9001 quality certificate. …