CREDIt RAtING OF ANADOLU EFES

eer “Gusta”; the aromatized beer “Mariachi”; and some of the world’s most
famous brands produced under license, such as “Miller Genuine Draft,”
“Beck’s” and “Foster’s.”
The product range was further expanded in 2010. Lending its name to the
district where it opened its doors, Bomonti, the first beer of this land, laid
the foundation of beer culture in Turkey and blazed a trail with the country’s
first “beer gardens,” has once again found its place on the shelves with its
pure malt taste. With its agave-lemon aroma, dry taste and alcohol level of 6
percent by volume, “Mariachi Dry,” which is fast on its way to becoming the
drink of choice for night life, which was launched in June 2010.
Previously offered in 50cl cans, “Marmara Kırmızı” was re-launched to the
market in 75cl cans; “Becks” and “Mariachi Black” were offered to customers
in new packaging.
Anadolu Efes’ wholly owned subsidiary EFPA continued to conduct sales,
distribution and marketing throughout 10 sales regions in Turkey in 2010.
With 192 retailers and 28 distributors, EFPA has a powerful logistics network
that distributes its products throughout Turkey.
Anadolu Efes conducts sales in Turkey’s five largest cities through its in-house
sales force. In other regions, Anadolu Efes uses exclusive dealers and third party
distributors for warehousing and delivery operations. This organizational structure
has enabled Anadolu Efes to efficiently focus on its sales activities. Any issues
that may arise within this structure are minimized as a result of the strong and
healthy working relationship that Anadolu Efes has established with its dealers.
Widely dispersed plants throughout Turkey allow for the deployment of the
most efficient production and distribution network in terms of cost control.
The fact that a significant proportion of beer sales in Turkey takes place via
returnable bottles signifies the importance of two-way distribution channels.
At the beginning of 2010, domestic sales volume of the Company’s Turkey
beer operations was forecast to fall by a low single digit percentage. This
estimate was based on a 14 percent price increase to reflect the excise tax
hike of 35 percent, lower increases in prices of other alcoholic beverages
compared to that of beer and continuing difficult economic conditions.
Although 12 liters of per
capita beer consumption
in Turkey is low
compared to European
average, considering the
relatively large population
of Turkey, the volume
of total consumption
has increased above
some countries that
have higher per-capita
consumption figures but
smaller populations
ANADOLU EFES ANNUAL REPORT 2010 53