3 Eat the food, Enkidu, it is the way one lives. Drink the beer, as is the custom of the land ( ) Epic of Gilgamesh
4 Anadolu Efes; Anadolu Efes, a beer producer and a non-alcoholic beverage producer-bottler, with operations in a wide geography that covers Turkey, Russia, CIS countries, Europe, Central Asia and Middle East, is continuing its journey to become a global company. Anadolu Efes started its production and sales operations in Turkey in 1969 with two beer factories that had a total capacity of 300,000 Hectolitres and became the market leader in the 80 s. In the same decade, the company focused on export business to grow in the international markets. In the nineties, Anadolu Efes decided to invest outside of Turkey with a distinctive strategic approach. Today, in terms of litres of beers sold, Anadolu Efes foreign market sales account for three quarters of its total turnover, which makes it the fifth biggest beer manufacturer in Europe and eleventh in the world.
5 We Produce The Beer Of The World
6 Growth through sustainability for a better world
7 Anadolu Efes aims to be the most admired beer company in all markets it operates in. Committed to strong work ethics and long-term sustainability principles, the company is focused on growth and, at the same time, emphasizes that its products are consumed responsibly. Protection and development of natural and agricultural resources are also on the top of Anadolu Efes sustainability agenda: Anadolu Efes is committed to reducing its water consumption by 35% and carbon emission by 25% by the end of 2015 (versus 2008).
8 With this perspective, Anadolu Efes started its agricultural R&D efforts more than 25 years ago. Since then it has developed and registered 7 new varieties of hops and 15 new varieties of malt barley that require less water to grow and process. These efforts were recognized by the Turkish Ministry of Development. Anadolu Efes was selected to represent Turkey in the field of sustainable agricultural practices at the Rio+20 United Nations Sustainable Development Conference held in Brazil in 2012.
10 This success story started with 2 breweries in Turkey. In the first phase, İzzet Özilhan and Kamil Yazıcı s plants brewing capacity was hectolitres. With the know-how and technology from Czechoslovakia, they named their beer Efes Pilsen, which over the years, started to mean more than just a brand but also the joy of life for many consumers.
11 Anadolu Efes has entrepreneurship in its DNA.
12 Developed to please the Turkish consumers palate over 40 years ago, Efes Pilsen is the first name that comes to mind when the beer is mentioned in Turkey. Preserving its quality and taste since the first day of establishment, Efes Pilsen as a beer brand performed astoundingly in different aspects, and became of the rare global brands of Turkey. One of the most important achievements of the company -during the establishment phase, is the impressive development of marketing and sales networks.
13 Despite economic and social turmoil of the era, the company succeed to grow steadily and formed as leader. In the 80 s Efes Pilsen was the beer brand of Turkey, undoubtedly. The company performing impressively, because of the new investments, effective marketing strategies and successful sales team.
14 The majority of the Anadolu Efes s raw materials, such as barley and hops are procured locally, by the company. Anadolu Efes also encourages the growth of the malt barley and hops varieties it developed and registered that required less water and resistant to change climate conditions as a way to ensure the sustainability of natural resources.
15 Anadolu Efes s Konya and Afyon malt factories has a combined capacity of 118 thousand tons while its hops processing facility in Bilecik has 300 tons of pellet production capacity.
16 From local to global...
17 Anadolu Efes, focused on the growth opportunities abroad in nineties. At this stage, it was very important to make the debut right and make way with strategic decisions. Countries with cultural and geographic affinity was prioritized. The goal was to grow on the vast geography from Adriatic to Pacific. With the support of this igniting target, the first investment was made in 1996 in the mining city of Karaganda located in north-eastern Kazakhstan. To manage the operations, Efes Breweries International (EBI) was established in Netherlands in Investment in Kazakhstan were followed by those in Russia (1999), Moldova and Serbia (2003). New factories were opened in Russian city Rostov and Kazakhstan s Almaty in It was the same year when Anadolu Efes foreign sales exceeded half of its total sales. The company was growing impressively.
18 In 2004, EBI started trading in London Stock Exchange. In 2006, EBI acquired Russia s seventh largest beer producer Krasny Vostok Beer, a group based out of Kazan, and two years later, Georgia s leading beer company, Lomisi. The steady growth of the company brought a strategic alliance to the company, which is very important. In 2012, Anadolu Efes strategically aligned with SABMiller, world s second largest beer producer. As a result, Anadolu Efes acquired 3 breweries in Russia, 1 brewery in Ukraine from SABMiller, in exchange for a 24% in the company.
20 Growth with responsibility and a human focus...
21 With a history of more than 40 years and as the clear absolute market leader, Anadolu Efes is proud to contribute to the life of its consumers in a positive way. Most of experiences in Turkey perceived as best practices in the other operation countries. The company supports several sports activities in all its markets. Having supported Turkey s most successful professional basketball team for over 30 years, Anadolu Efes is also a proud sponsor of European basketball through Euroleage. Anadolu Efes best practice efforts in Turkey, such as developing beer culture through improvement of pubs and traditional beer houses, are replicated in other operation countries. The company also supports countless cultural activities.
22 Anadolu Efes is also one of the few companies that have continuously supported, since 1998, archaeological excavations to bring Turkey s cultural heritage to light. The company also supports development of tourism in Turkey through projects such as Eastern Anatolia Tourism Development Project ( ) in cooperation with United Nations Development Program and Turkish Ministry of Culture, as well as tourism education in cooperation with Bogazici University.
24 The support for the protection of the Steppe Eagle facing extinction, which can be seen on the national flag of Kazakhstan, is a project special to this country.
25 For every Karagandinskoe can, which features this rare wild bird in its brand logo, sold in the country a set amount of funds are donated to Steppe Eagle protection fund.
26 Anadolu Efes makes sure that it reminds its customers to enjoy its products responsibly, by informing them about harm due to excessive consumption. In Moldova, the company creates awareness against underage consumption through various campaigns. In Russia, Kazakhstan and Georgia, several projects are in place to draw attention to the dangers of driving under the influence of alcohol.
28 Anadolu Efes by Numbers...
29 Anadolu Efes is a significant industrial player in the region with 18 breweries, 7 malteries and 1 hops production facility in six countries. It is the market leader in four countries of operation: Turkey, Kazakhstan, Moldova and Georgia.
30 Anadolu Efes has five breweries and two malteries and one hops processing facility in Turkey as well as eight breweries and five malteries in Russia, two breweries in Kazakhstan, and one brewery each in Moldova, Georgia and Ukraine. Anadolu Efes exports its products to over 80 countries. As a result of its steady growth, in 2012, Anadolu Efes received investment-level grades from international rating agencies Moody s, and Standard and Poor s.
31 Anadolu Efes conducts its national and international activities in the soft drinks industry through Coca Cola İçecek A.Ş. (CCI), a company in which it controls a 50.3% stake. Employing more than 10,000 people, CCİ is responsible for manufacturing, selling, and distributing The Coca Cola Company (TCCC) branded beverages not just in Turkey but also in Pakistan, Kazakhstan, Azerbaijan, Kyrgyzstan, Turkmenistan, Jordan, Iraq, Syria and Tajikistan. Twenty-two plants and an annual bottling capacity of 1,198 million unit cases make it possible for CCI to keep more than 360 million consumers supplied with an extensive product range of non-sparkling options fruit juices, bottled water, energy and sports drinks, iced teas, and teas in addition to sparkling beverages. As measured by sales volumes, CCI is the sixth largest bottler in the Coca Cola System. CCI is the market leader in Turkey, Kazakhstan, Azerbaijan, Kyrgyzstan and Turkmenistan and ranks second in Jordan and Pakistan.