A. Le Coq

1999 – Relaunch of A. Le Coq trademark


The Finnish holding company decided to completely renovate the brewery in Tartu. Substantial investments by Olvi Plc. (new fermenting cellar, boiling unit, bottling line, filter and new storage facilities) turned Tartu Õlletehas Ltd. into a company with up-to-date equipment that was the most modern one in the Baltic region at the time.

Top quality production facilities made it possible to set higher marketing and sales goals. In May 1999, A. Le Coq trademark was relaunched and the first products to bear the new brand name were Premium lager, Porter and Pilsner as well as mineral water Vichy. In order to preserve the history and traditions of A. Le Coq, Olvi Foundation donated 100 000 Finnish marks to set up a beer museum which was opened to visitors on July 1, 2003.

Thanks to good management, high quality and marketing support, the demand for A. Le Coq beer exceeded the production capacity by about 30% in the summer of 1999. The sales of soft drinks, waters and long drinks were also successful. The relaunch of A. Le Coq trademark was given the title of the best marketing campaign by the Estonian Marketing Centre and Marketing Institute in 1999.

Welcome to the world of A. Le Coq

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