A. Le Coq launches production of Angry Birds soft drink

19.06.2012

Estonia’s biggest beverages manufacturer A. Le Coq is set to launch production of a tropical cola-flavoured soft drink under the Angry Birds trademark. A. Le Coq is the only Estonian company with the right to use the trademark in the drinks sector.

Estonia’s biggest beverages manufacturer A. Le Coq is set to launch production of a tropical cola-flavoured soft drink under the Angry Birds trademark. A. Le Coq is the only Estonian company with the right to use the trademark in the drinks sector.

A. Le Coq’s general manager Tarmo Noop says that the Angry Birds trademark represents such a famous brand that the company had to meet stringent requirements in order to be able to use it. “The development process lasted the better part of a year,” he explained, “with the flavour, packaging and design all having to be OKed by the licence-holder, Rovio.”

Noop is convinced that the drink will prove popular – not only because of the brand it is representing, but also because of its flavour. “Our Angry Birds soft drink is really going to represent a new cola taste on the market, with a hint of the tropics about it,” he said. “The most recent Nielsen figures show that colas make up just over 38% of the soft drinks market in Estonia, which shows us how popular cola-flavoured drinks are among consumers.” The company already has experience in entering this segment, with its launch three years ago of RC Cola – which has gone on to secure a strong second place on the cola market in the country. “That’s why we’re sure the Angry Birds drink will work so well here, and that the tropical hints will make it stand out.”

The Angry Birds soft drink was originally launched in Finland earlier this year and became an instant hit. Following its launch in Estonia it will also go on the market in Latvia and Lithuania. It will be packaged in 0.33-litre cans and 1.5-litre bottles.

Angry Birds is an internationally recognised trademark that arose from the computer game of the same name developed by the Finnish company Rovio in 2009. Today it is as well-known globally as the likes of Disney and Hello Kitty. Exclusive rights to the use of the brand in the drinks segment in Estonia are held by A. Le Coq and the other companies forming part of its Olvi OYJ group.

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