CREDIt RAtING OF ANADOLU EFES

to a beer market that has quadrupled in size over the last 10 years.
Kazakhstan’s beer market is forecast to grow at an average annual rate
of 7 percent over the next five years. The Kazakh beer market contracted
due to the global economic crisis in 2008 and 2009. In 2010, however,
it grew by 15 percent as a result of higher growth in the economy
and the lower mainstream segments. Per-capita beer consumption in
Kazakhstan reached the pre-crisis level of 28 liters following the two-year
period of contraction. Widely outperforming its rivals in this dynamic
market, EBI increased its market share from 35 percent to 41 percent
becoming the market leader.
In achieving this success, “Karagandinskoe” and “Karagandinskoe Kruzhka
Svezhego” brands which account for the most sizable proportion of EBI’s
sales in Kazakhstan proved to be the key contributors. “Beliy Medved” and
“Tyan-Shan”, which are produced under license and contribute increasingly
larger shares of the total sales volume, allowed EBI to get the highest benefit
from growth in the lower mainstream segment.
In Kazakhstan, EBI markets “Heineken” in the super premium segment,
“Efes,” “Amsterdam Navigator” and “Bavaria” in the premium segment and
“Sokol” and “Gold Mine Beer” in the upper mainstream segment.
Kazakh consumers were once again introduced to many new products in
2010. Kazakhstan’s first mojito beer cocktail “Sokol Mohito” was launched
in its 0.5 lt. bottle packaging and our first unfiltered beer “Beliy Medved Osoboe
Nefiltrovannoe” was introduced in 30 lt. kegs and 0.5 lt. glass bottles.
“Lager”, “Strong” and “Dark” versions of our “Karagandinskoe” brand were
re-launched in newly-designed 0.5 lt. bottle and can packages.
Market leader in Moldova in all segments
The Moldova beer market is estimated to have grown by 3.7 percent in 2010
over the previous year (Source: EVMB estimate). Notwithstanding the contractions
experienced in the recent past, the Moldovan beer market is expected
to grow at an average annual rate of 6 percent in the next five years.
EBI is the leader in this promising market and its portfolio consists of brands
which rank either first or second in all segments.
EBI strives to increase its
availability and introduce
innovations in order to
further strengthen its
presence and profitability
in the Russian market.
ANADOLU EFES ANNUAL REPORT 2010 57