Sinebrychoff International Portfolio. Beverage specialities and success stories

Transcription

1 Sinebrychoff International Portfolio Beverage specialities and success stories 1

2 Contents About the Company...4 The Sinebrychoff International Portfolio: Battery Energy Drink Crowmoor Cider Golden Cap Cider Sinebrychoff Long Drink Kurko Long Drink...24 Koff Beer Karhu Beer Porter Beer Nikolai Beer...32 Saxon Beer Product information

3 Sinebrychoff - a modern pioneer As the Nordic countries oldest industrially operating brewery, and one maintaining uncompromising quality. In this way, we guarantee our of Europe s most modern, Sinebrychoff has always been a pioneer. customers success and shape consumers drinking preferences. In October 1819, Sinebrychoff was founded by the Russian immigrant Nikolai Sinebrychoff in Helsinki, Finland. Finnish Beer Day is annually For us quality, responsibility and environmental concern go hand-inhand. To this end, we continuously improve our operations, respect the celebrated on October 13 th. natural environment and minimise our environmental impacts. In brief, Although our history is built on the beer business, other product our way of working can be described through our company s values: categories such as energy drinks, ciders, long drinks and soft drinks now Innovative, Ambitious, Responsible and Honest. play an important role in our business. Going back almost 200 years, our traditions continue to inspire us, as we seek new directions while Since 2000, Sinebrychoff has been part of the Carlsberg Group, the largest brewery corporation in Western and Eastern Europe. (Above) Sinebrychoff s production plant is among Europe s most modern. (Right) The Sinebrychoff horse-drawn beer carriage is an essential part of Helsinki s living history. 4 5

4 More than 100 different beverages. Sinebrychoff s domestic portfolio consists of strong Finnish products, together with world class brands. KEY FIGURES (2013) Net sales: EUR 375 million Personnel: ~836 Full volume: 394 million litres Market share: 49 %, market leader in Finland Sinebrychoff manufactures nearly 400 million litres of beverages a year. Our Kerava production plant is one of Europe s most modern. Production moved from Helsinki to Kerava in A local market leader Almost 200 years of experience serving consumers and providing customer service have made Sinebrychoff what it is today a market leader in Finland. Sinebrychoff, Finland s leading manufacturer of beers, ciders, and soft and energy drinks, also offers a comprehensive selection of international beers and a wide range of other alcoholic beverages. Sinebrychoff s many packaging types serve the needs of both on & off trade customers. In addition to our own power brands, in Finland we represent world-class brands such as Coca-Cola, Bacardi-Martini and Schweppes. Every day, 180 delivery vehicles and 40 heavy lorries transport our products, serving more than 17,000 customers around Finland. 6 7

5 PART OF THE CARLSBERG GROUP Sinebrychoff became part of the Carlsberg Group in Carlsberg is one of the world s leading breweries. J.C. Jacobsen founded the company in Its headquarters is in Copenhagen. In 2013, Carlsberg s turnover was EUR 9 billion, its operating profit 1,3 billion euros. Operates in over 140 market areas with more than 500 brands. Employs over people. A challenger on the global market In 2000, Sinebrychoff joined the Carlsberg Group. As part of this international group, we are able to anticipate even abrupt changes in consumer behaviour at international level. In this way, we can offer consumers the products they desire. International business also played an important role at Sinebrychoff in its pre-carlsberg days. Copying the domestic market s success stories has given Sinebrychoff a strong foothold in international markets. Nowadays we export our products to over 30 markets around the world. We also have local manufacturing arrangements. Sinebrychoff s international portfolio consists of energy drinks, ciders, long drinks and beers. The Battery Energy Drink is the driver of our portfolio. We constantly seek new business opportunities around the world for the international successes presented in this brochure. Enjoy reading it and please do not hesitate to ask for more information. 8 9

6 ENERGY DRINKS THE ENERGY DRINK THAT KEEPS YOU GOING. Pure Energy, that s the long and the short of it. Pure energy and functionality are Battery Energy Drink s ultimate promise its competitive weapon against hype and over-trendiness. Considered by many to be the most powerful energy drink on the market, Battery Energy Drink s great taste and uncompromising kick have made it the favourite energy drink of millions around the world. A trusted choice of independent-minded people, who like to work and party accordingly

7 INSEPARABLE FROM TODAY S FAST LIFESTYLE Energy drinks have found their place in the hearts of consumers around the world. Drinks with a fast, stimulating effect on mind and body were originally developed in the Far East, but spread rapidly to all four corners of the Earth. This had much to do with their meeting the needs of contemporary consumers and their busy lifestyles. BUILT ON QUALITY Battery Energy Drink, an innovation of the Sinebrychoff brewery in Finland, was first launched in It is now sold in over 25 countries around the world. Battery Energy Drink follows global consumer trends by actively developing innovative additions to its range. Ca MD A SUBSTANTIAL SURGE OF ENERGY Caffeine activates the central nervous system. It improving alertness, reaction speed and concentration. 100 ml of Battery Energy Drink contains 32 mg of caffeine. Maltodextrine is a carbohydrate combination. 100 ml of Battery Energy Drink contains 500 mg of maltodextrine. Ta Gu Taurine is an amino acid. 100 ml of Battery Energy Drink contains 400 mg of taurine(except Battery Hydro, which contains 0 mg). Guarana starts where caffeine ends. The bean of the Guarana plant, a climbing plant native to the Amazon, is often used as a stimulant. ENERGY DRINKS Su Normal white sugar is called sucrose. Sucrose provides a quick source of energy to the body. BV B-Vitamins play a role in the carbohydrate metabolism and the body s energy production. attery Energy Drink contains a number of B-group vitamins: Niacin, Panthotenic acid, B6, B2 and B12. Depending on the variant differences in 12 market legislations and restrictions, the content may vary. 13

8 BATTERY ENERGY DRINK IS A CHALLENGER ENERGY DRINKS Battery Energy Drink is: Functional, electrifying, technical Innovative Genuine, trusted Scandinavian quality A powerful challenger, backed up by a global beverage company (Carlsberg) PREMIUM Red Bull CONTEXT DRIVEN Life-style Red Bull copycats Private labels CONTENT DRIVEN Functionality CHEAP In the energy drink map, Battery Energy Drink is positioned into the premium/content 14 driven corner. 15

9 Easy to drink Many traditional English ciders have such a strong farmhouse taste that they are challenging for those unused to ciders. In this sense, Crowmoor is different. Although it has a strong and mysterious, traditional image, it is still easy to drink. The taste profile is a combination of a full apple flavour and a dry, acidulous mouthfeel. Have a taste and you ll know what we mean! Served over ice Crowmoor cider should be chilled before serving: cold cider tastes even more fresh and delicious. In restaurants or bars, over-ice service is highly recommended. In this way, you get the most out of the cider taste, giving the consumer a great drinking experience captivating all five senses. Crowmoor is a dry, English-type apple cider. It has a genuine apple fragrance and a dry, acidulous taste. The resulting image is distinctive, mystic, masculine and traditional. Consumers find Crowmoor a powerful and credible cider brand. Crowmoor tradition with style CIDERS

10 The original Finnish treat since 1962 Gradients Gradient rotated 25.5 Gradient rotated 0 Gradient rotated -35 Finland is a cider superpower. At 8,5 litres per capita, the per capita consumption of cider is one of the highest in Europe. Golden Cap has led the cider market development in Finland already since 1962, the year when cider history is said to have started. For the past 50 years Golden Cap, Finland s first and original cider, has been providing refreshment and enjoyment for Finns and been part of their golden moments and classic situations: in the sauna, at the summer cottages, in parties and summer festivals. Wherever Golden Cap appears, it stems from the heritage but adds always a modern, surprising and playful twist. A Fresh alternative to beer A fresh cider is a great alternative for nonbeer drinkers. Golden Cap is a pioneer brand in Scandinavian ciders. These are generally sweeter than English ciders. Golden Cap is offering both more traditional apple and pear ciders as well as flavored ciders. Most popular core flavor tastes are Classic Apple and Perry ciders, with their rich, fruity, rounded tastes, using the original sugar as a sweetener. Since some people, particularly women, regard diet as important, a lighter version of the apple variant has been created using sweeteners. Green Apple Light cider has a green apple flavor combined with a sweet taste profile. With only 30 Kcal per 100 ml, Green Apple Light has been one of the most popular cider tastes in Finland for years. For recruitment and flavored cider friends Golden Cap is offering Lemon Soda and Strawberry Lime ciders. In the new, fresh Lemon Soda cider the main taste is lemon with the hint of lemongrass. Both ciders are using the original sugar as a sweetener. Fresh-tasting Golden Cap ciders are made through fermentation. CIDERS

11 The Sinebrychoff Long Drink is ideal for sun-kissed restaurant terraces and friends gathered round a table. In winter, people can reminisce about these happy moments by ordering the very same drink. That s the idea behind the Long Drink. LONG DRINKS Bite of freshness... A choice for all A ready-mixed alcohol drink, the Sinebrychoff Long Drink is a natural choice. Gloriously refreshing with ice, it is always a wonderful alternative to beer or cider. Grapefruit This genuine Finnish long drink is made from grapefruit, with plenty of kick and a bracing ice-fresh taste. Sweetened with sugar. Cranberry This cranberry long drink is a classic, the perfect complement to our original grapefruit version. It is made from genuine cranberries, with plenty of kick and a bracing ice-fresh taste. Sweetened with sugar. Lime The third member of SFF long drink family is a genuine Finnish long drink with brisk lime taste. It is nice mix of crisp and refreshing taste. Best served on ice

12 LONG DRINKS The traditional long drink has to taste like a long drink: in other words, it should taste like grapefruit and gin, and have a bite. The flavour must be brisk, refreshing and tangy. A cloudy colour also forms part of a long drink s mystique. Highly Finnish, Highly international Long drinks have strong historical traditions in Finland. The long drink was expressly developed to burnish Finland s image during the 1952 Helsinki Olympics. Speculation on what the games foreign visitors might think of Finns favourite tipple led to an investigation of the guests drinking habits. In response, the long drink a pre-blended drink mix that was quick and easy to make was invented. Gin and grapefruit were mixed in 5.5% bottles, with tear-off caps. In this way, the problems of matching the rest of the world s drinking habits was solved....bite of style. original and new flavours Long drinks are closely associated with honesty, authenticity and straightforwardness. Older long drink consumers tend to favour traditional long drinks, while the younger generation is eager to try new flavours. Despite the many flavours launched on the market in recent years, the popularity of the traditional grapefruit long drink remains undiminished

13 KURKO WEIRD BUT FUN. Kurko is nickname for king in Finland. The brand has an outgoing witty attitude, which means that life is not too serious for a Kurko drinker. Kurko is a smoothtalking brand with a little trick in mind. In it s own harmless way Kurko is a sympathetic brand and easily approachable. Grapefruit - origo of Finnish long drinks Kurko is known of its especially great taste in grapefruit long drinks. Consumers thumb up Kurko when compared to other long drinks produced by fermentation. Over 15 years in selling Kurko in Finland has not only taught us to make a great alcoholic refreshment, but also built up a loyal fan group of consumers. Check the latest Kurko films at LONG DRINKS 24 25

14 KOFF guarantees good times. Most fun is had when hanging out with good friends. KOFF is an essential part of such moments. This brand promises to bring that bar feeling to just about anywhere. BEERS KOFF Attitude guaranteed Sounds like Koff KOFF is known for its intense involvement in music. The brand carries a promise of fantastic events. To deliver on this promise, over the years KOFF has persuaded several Superstar bands to play small clubs in Helsinki. KOFF is also an essential part of the Finnish festival experience. Roots Koff has the most urban heritage of all Finnish beers, having been born in the middle of Helsinki. Throughout the years, the brand has played a key role in the cultural identity of the city. Internationally awarded flavour KOFF is the most recognized Finnish beer brand and has received lots of international and domestic awards for its quality, including several The Brewing Industry International Awards. It is a lightly hopped aromatic lager with a mediumstrength original gravity and a soft flavour. It is clear and golden yellow in colour, with a full-bodied head and a clean aftertaste

15 BEERS The symbol of strength Karhu (the bear) is an age old symbol of strength. Compared to regular lagers, Karhu beer has a stronger taste and darker colour. In addition, slightly more raw materials are used in brewing Karhu beer. The result is a substantial beer, featuring a fuller original gravity, with a stronger hop and malt flavour. Even as the domestic market leader, Karhu is an individual choice. The strength of the bear is understated but undisputed. Karhu doesn t have to shout to be heard. The Strength of the Bear The most popular beer in Finland. Strong taste, darker colour Karhu comes in two distinctive export varieties: Karhu A is a great tasting, full-bodied lager beer with 5.3 % abv. Karhu Tosi Vahva is a darker, strong and malty dobbelbock beer, with an abv of 8.0 % Karhu A Export Beer Karhu Special Strength 29 29

16 BEERS Dark and strongly flavoured A dark and strongly flavoured speciality valued by beer experts worldwide, Sinebrychoff Porter is a top fermented beer made with strongly flavoured roasted malts and plenty of hops. The top fermentation process adds fruity aromas. The beer has a malty, roasted flavour with traces of chocolate, coffee and liquorice aromas. Sinebrychoff s Porter is not filtered; the yeast is removed by separation. Beer expert Michael Jackson pays his respects Sinebrychoff Porter is the only Finnish beer to make the list of the World s 500 Best Beers, compiled by international beer expert Michael Jackson. The King of Taste Sinebrychoff Porter is a true taste sensation for beer lovers... a classic even in global terms. Sinebrychoff fermented its first porters in the 1860s. Since 1957, Sinebrychoff Porter has been the most respected Sinebrychoff beer brand and is unique in Finnish beer culture

17 BEERS Famous for its taste. In 1819 Nikolai Sinebrychoff was granted rights to manufacture beer at the very south edge of Helsinki. This became Sinebrychoff, the oldest still running brewery in Scandinavia. Nikolai Sinebrychoff lager is an organic full malt beer brewed solely from water, Finnish organic malt and German organic hops. FI-EKO Finland Agriculture. 33

18 BEERS Saxon is a premium lager beer produced with the highest quality barley malt and hops. Unlike regular lager beers, Saxon is brewed using a process which removes the gluten normally present in beers. The end result is the world s first fresh gluten free beer, with the authentic taste of a premium lager. gluten free lager World s first genuinely of the highest quality. Producing a gluten free beer represents another step in fulfilling Carlsberg s mission. With this product, consumers with celiac disease can be provided with the opportunity to enjoy a high quality barley malt lager beer, if and when they wish to do so. Beer-loving consumers suffering from celiac disease Many consumers with celiac disease are completely prevented from drinking beer, due to severe symptoms which only emerge over a long period. On the other hand, some beer loving patients have continued drinking beer occasionally, at great risk to their health. A Unique Process Barley malt is the natural raw material of beer production. Barley contains proteins that can be detrimental to celiac disease sufferers. While the malting and brewing processes diminish the amount of harmful proteins in beer, regular lager beers still contain some gluten. Sinebrychoff and other Carlsberg Breweries have modified the traditional brewing process to minimise the gluten content of barley malt beer. An award winning product The result is an premium lager with an authentic taste, capable of challenging the highest quality lagers. Saxon is also the world s first gluten-free beer, made from the highest quality traditional beer ingredients. Saxon has won awards in the Brewing Industry International Awards contest. Saxon is approved by celiac associations in several countries

19 Sinebrychoff international portfolio ENERGY DRINKS CIDERS CIDERS BEERS LOGISTICS Battery Energy Drink Commodity code: More info about the Battery products: INFORMATION* Crowmoor Commodity code: Battery Original A vitaminised energy drink whose power is derived from coffee and guarana extracts, as well as taurine. 100 ml contains: Taurine 400 mg, caffeine 32 mg, energy 50 kcal/210 kj Packaging: 0.33l can, 0.50l can, 0.40l PET Best before: 18 months/cans 9 months PET Battery Sugar Free A vitaminised, non-sugar energy drink. Sugar Free Battery has only one-tenth of the calories compared to other Battery Energy Drinks, but just as many of the other active ingredients. 100 ml contains: Taurine 400 mg, caffeine 32 mg, energy 5 kcal/25 kj Best before: 18 months Battery Hydro is an energy drink combined with the properties of a sports drink. Battery Hydro combines three functionalities in one product: energy, hydration and recovery. The isotonic Battery Hydro has a twist of refreshing lemon flavour, and a lower level of carbonation to ensure it s also easy to drink during physical activity. 100 ml contains: Taurine 0 g, caffeine 32 g, energy 15 kcal/60 kj, magnesium 22.5 mg Best before: 18 months Battery Jungled is packed full of energy and fresh exotic flavor. It refreshes you like any sweet and fruity soft drink while giving you the energy boost you d expect. 100 ml contains: Taurine 400 mg, caffeine 32 mg, energy 50 kcal/210 kj Best before: 18 months Battery Remix Battery Remix Energy Drink = Battery energy + remixed delicious fruity taste. 100 ml contains: Taurine 400 mg, caffeine 32 mg, energy 55 kcal/230 kj. Best before: 18 months Secondary packaging: Cardboard case 24 x 0.33 l cans, 7.92 litres 0.50 l can: bundle wrap 24 x 0.50 l, 12 litres PET: bundle wrap 12 x 0.40 l, 4.8 litres 1 TRUCK ~ 30 pallets 2,700 cases (0.33 l) 1,728 cases (0.5 l) 3,564 cases/12 pack (0,4 l PET) 20 CONTAINER ~ 2,000 cases (0,33 l) ~ 1,428 cases (0,50 l) ~ 2,781 cases / 12 pack (0,40 l PET) Crowmoor Extra Dry Apple An extremely dry apple cider, which honours English cider traditions. This cider has a dry, acid apple flavour and a slightly earthy taste. ABV: 4.7 % Packaging: 0.33 l glass bottle Crowmoor Dry Apple A dry, English-style apple cider. Its high acidity imparts a sturdy apple flavour, but this cider avoids the dominant oak flavour typical of many English dry ciders. Sweetened with sugar. ABV: 4.7 % Secondary packaging: Bundle wrap 24 x 0.33 l cans, 7.92 litres, Glass bottle: Cardboard box 24 bottles, 7.92 litres. /cans, 9 months / bottle Golden Cap Commodity code: Golden Cap Classic Apple A fresh and fruity, semi-dry apple cider. Sweetened with sugar. ABV: 4.7% Golden Cap Perry A fruity, sweet pear cider. Sweetened with sugar. ABV: 4.7% Golden Cap Green Apple Light A light and sweet apple cider sweetened with aspartame and acesulphame. No sugar. ABV: 4.7% Golden Cap Strawberry and Lime Golden Cap Strawberry and Lime playfully combines the sweetness of wild strawberries with the tanginess of lime. The sugar sweetening makes the cider full-bodied and flavourful. ABV: 4.7% Secondary packaging: Bundle wrap 24 x 0.33 l cans, 7.92 litres Golden Cap Lemon Soda Golden Cap Lemon Soda Cider is a spiced apple cider sweetened with sugar, with a dash of lemongrass enhancing its lemony main flavour. ABV: 4.7% Sinebrychoff Porter Sinebrychoff Porter A top-fermented dark, almost black, unfiltered imperial stout. ABV: 7.2% Original gravity: 17% Pl Colour: 300 EBC Bitterness: 45 EBU Packaging: 0.33 l glass bottle Commodity code: (bottle), (keg) Secondary packaging: Cardboard case 24 x 0.33 l bottles, 7.92 litres 30L keg (limited availability) *above amounts are indicative LONG DRINKS BEERS Sinebrychoff Long Drink Commodity code: Kurko Long Drink Koff Commodity code: Karhu Nikolai Commodity code: Commodity code: Saxon Commodity code: Sinebrychoff Grapefruit Long Drink A genuine Finnish grapefruit flavoured long drink, made from gin with plenty of kick and a bracing ice-fresh taste. Sweetened with sugar. ABV: 5.5%, 0.50 l can, 1.25 l PET /cans, 8 months/pet Sinebrychoff Cranberry Long Drink A genuine, Finnish cranberry flavoured long drink, made from gin with plenty of kick and a bracing ice-fresh taste. Sweetened with sugar. ABV: 5.5% Packaging: 0.33 l can, 0.50 l can Sinebrychoff Lime Long Drink A genuine, Finnish lime flavoured long drink, made from gin with plenty of lime kick and a bracing ice-fresh taste. Sweetened with sugar. ABV: 5.5% Sinebrychoff Strong Grapefruit Long Drink A stronger version of the genuine Finnish grapefruit flavoured long drink, made from gin with plenty of kick and a bracing ice-fresh taste. Sweetened with sugar. ABV: 7.0% Secondary packaging: Bundle wrap 24 x 0.33 l cans, 7.92 litres 0.50 l cans, 12 litres PET: bundle wrap 6 x 1.25 l, 7.5 litres Kurko Grapefuit Long Drink A Finnish long drink whose flavour combines plenty of kick and tangy grapefruit. Manufactured using fermentation. Contains sugar and sweeteners. ABV: 4.7% Commodity code: Secondary packaging: Bundle wrap 24 x 0.33 l cans, 7.92 litres Koff 5.2% A lightly hopped aromatic lager beer, with a mediumstrength original gravity and soft flavour. ABV 5.2% Original gravity: 12.0% Pl Colour: 10 EBC Bitterness: 19 EBU Secondary packaging: Bundle wrap 24 x 0.33 l cans, 7.92 litres Karhu A 5.3% A full-bodied lager beer with a stronger taste and darker colour. ABV: 5.3% Original gravity: 12.3% Pl Colour: 13 EBC Bitterness: 17 EBU Secondary packaging: Bundle wrap 24 x 0.33 l cans, 7.92 litres Karhu 8.0% A copper-coloured, dobbelbock beer. Generously malted and flavoured with the best hops. This is a balanced, specialstrength beer. ABV: 8.0% Original gravity: 16.5% Pl Colour: 28 EBC Bitterness: 21 EBU Nikolai 5,0% A premium well-balanced and smooth organic lager beer with pale colour. ABV: 5,0% Original gravity: 11,9 Pl Colour: 11 EBC Bitterness: 21 EBU Secondary packaging: Bundle wrap 24 x 0.33 l cans, 7.92 litres Saxon gluten-free beer A lightly hopped lager beer with a light aftertaste. Contains less gluten than 2 mg/100 ml, making it suitable for people suffering from celiac disease. ABV 4.1% Original gravity: 8.5% Pl Colour: 8 EBC Bitterness: 15 EBU Packaging: 0.50 l can Secondary packaging: Cardboard case 24 x 0.50 l cans, 12 litres 36 37

20 Our customers enjoyment that s what we build on

21 Head office and Kerava production facilities: Sinebrychoff Sinebrychoffinaukio 1 FI Kerava, Finland Postal address: Sinebrychoff, P.O. Box 87 FI Kerava, Finland Tel Fax /2014