Pint size Alexander is the most sold beer product in Estonia

10.11.2009

According to the data of research company Nielsen, the Estonian beer market most sold product in August and September was A. Le Coq’s pint size Alexander. Trademark’s volume share grew up to 100% compared to the same period last year. Its current 8.6% volume share is one of its highest from all through the years and for the first time Alexander managed to outperform its main competitor brand Saku Rock.

Manager of A. Le Coq, Tarmo Noop said that the beer Alexander has been the fastest growing brand in the company's product portfolio since 1993. Alexander has held a good position over the years and since the beginning of 2009 the beer's market share has been constantly growing. Today, pint size Alexander in the most sold product in Estonia, however the bestselling brand is continually A. Le Coq Premium. Noop believes the reason for the Alexander beer's long term presence in Estonian market and outperformance of its competitor brand Saku Rock to be Alexander's qualitative and sustainable recipe and its regular package innovation. "Alexander is today clearly one of the leading products in the whole premium beer segment," affirmed Noop.
Noop considers one of the reasons of the beer Alexander success also to be its unique pint size package that was launched in Estonian market last spring. "Beer friends like pint size package because of its optimal size and I believe the package will find followers also amongst other beer companies," said Noop. A. Le Coq pint size can is equal to 0,568 liters.
„A. Le Coq has been the creator of new trends and new innovative solutions throughout the years," said Noop. He added that it is crucial for one company to renew its products constantly and offer its consumers innovative solutions. "Pint size package, first can six-pack, first can with hygiene protection, first bottle bottom bottle opener and product wise first ale and first stout type beers are only few innovative developments where we have contributed," described Noop.
According to research company Nielsen, in August and September A. Le Coq became the first in Estonian beer market by volume and value share. In August and September A. Le Coq engrossed 39.9 per cent in volume and 41.3 percent in value share. Estonia's most sold beer is still A. Le Coq Premium that engrossed during the same period the highest 13.7 per cent of volume share. A. Le Coq represents also Heineken brand in Estonia.
Noop believes that the tight competition between A. Le Coq and Saku for the market share in Estonia will be everlasting. "Once Vestmann on the ground, once Piibeleht on the top, this is the way it's going to be," said Noop.

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