Market a bronze medal at the As of 2004, the size of the Turkish beer market 1996 World Beer Cup; is 8.1 million hectolitres, with an average annual the Crystal Apple at the consumption of 11 litres per capita. The market Brand Creation and has grown by an average of 5% per annum over Sustainability Awards in the last decade, led by Anadolu Efes, which 2000; and a silver medal dominates the Turkish beer market with a share at Monde Selection 2002. of 79%. Today, Anadolu Efes is a leading international History beer producer with a market capital of more The Efes Pilsen brand, than US$3 billion. The company operates 14 produced in breweries in breweries, four malt plants and one hop ‹stanbul and ‹zmir, processing facility in six countries. entered the market in Anadolu Efes has recently increased its annual 1969 in ‘well-rounded production capacity to 21 million hectolitres and brown bottles’. The its malt capacity to 150,000 tons. Its Efes Pilsen company subsequently brand has the biggest turnover among 2,500 established breweries in products in the food and beverage sector and Adana in 1977 and in commands 99% brand awareness in Turkey. Ankara in 1995. Marmara The company has one of the country’s best- Bira and its brewery in developed distribution networks, with 300 Lüleburgaz, western distributors spread across the country. In Europe Turkey, were acquired by as a whole, Efes Pilsen is one of the top 10 the company in 1998. brands by consumption. In addition to its contributions to Turkey’s Achievements economy and industry, Numerous awards in international contests are Efes Pilsen has also testament to the quality and taste of Efes Pilsen played a significant role in beer. Among these are: a gold medal at the the nation’s agricultural 1973 Selection Mondial in Paris; a gold medal at sector through its the 1979 Nineteenth Golden Caraius; a gold production of hops and medal at the 1981 Monde Selection Bruxelles; barley. A hop processing Turkish Standards Institute (TSE) certification, facility was established in 1983; a gold medal at the 1983 22nd Beer and Bilecik in 1971, and a Beverage Selection in Rome; a gold medal at malt plant in Konya in the Madrid International Alcoholic Beverage 1984. The company has Quality Contest; bronze and silver medals at registered seven different the 1996 Monde Selection Bruxelles; BVOI ISO kinds of barley and hops, 9002 Certificate of Quality Assurance in 1996; and has developed a number of innovations to increase the capacity of its processing facilities. Since its establishment as one of the most A pioneer in the market, Efes Pilsen brought successful Turkish brands, Efes Pilsen has supported the first canned beer to the Turkish market in cultural events and sports in Turkey. In addition 1986, produced in the ‹zmir brewery, and the to Efes Pilsen Sports Club, founded in 1976, first light beer in 1993. Efes Extra was also the company has also been the Turkish National brought to market in 1993 for consumers Football Team’s main sponsor since 2002. demanding a beer with higher alcohol content. The company has supported cultural activities Continuing its marketing strategy as a pioneer from music and cinema to archaeology and brand through the 1990s, the company renewed theatre. One of the most visible of these is the its packaging in 1996. The result was a recyclable Annual Efes Pilsen Blues Festival, now in its 16th container that addressed environmental year. Its broad range of sponsorships have made concerns. Other firsts were the introduction of Efes Pilsen one of the most visible contributors Efes Dark in 1998, Turkey’s first dark beer in to the social and cultural life in Turkey. transparent, no deposit payment bottles, and Today, based on the foundations laid in 1970, five-litre party kegs in 1999. Efes Pilsen is consumed in over 50 countries Efes Pilsen marked its 30th anniversary in from Europe to Central Asia and from the 1999 with the launch of embossed beer cans. Middle East to the US. Beginning with the One year later, the group’s breweries in Turkey marketing of Efes Pilsener in Germany in the were merged under the name Anadolu Efes. 1980s, various products of Efes brand have The production of Miller Genuine Draft started spread internationally. Since the 1990s, the aim in 2000 and Beck’s in 2002 under licence. In 2004, of the company’s marketing strategy has been to new products hit the market, including Marmara make Efes Pilsen an international brand. Gold as well as canned and bottled draught- Anadolu Efes is presently active in six flavoured beer. Five-litre Efes Dark draught beer, countries (Turkey, Russia, Kazakhstan, Moldova, the fruit-flavoured malt beverage, Ritmix, and Serbia and Romania). The company is dominant one-litre bottles of Marmara Gold were all launched in each of these local markets, owning local soon after. Efes Pilsen started to produce brands such as Stary Melnik, Beliy Medved, Sokol Australia’s Foster’s under licence in 2005. and Amsterdam Navigator in Russia. Other local 64 SUPERBRANDS The company also carries non-returnable bottles with ‘twist off’ caps in sizes of 50 and 33cl. Kegs of 50, 30 and 5 litres are available, as are draught beers in both cans and bottles. Efes Light has an alcohol content of 3% and has 40% less calories. Efes Extra which is a high alcohol robust beer with 6.1 alcohol by volume and Efes Dark which has a distinctive hint of caramel that provides its dark colour, are both drawing a lot of attention from the market. Efes also presents world brands to its consumers thanks to its skilled production capabilities. emphasises this slogan: ‘Life changes. Pleasures remain’. Recent Developments In 2005, celebrating its 36th anniversary, Efes Efes Pilsen continues to address consumer Pilsen summarised its brand’s theme with the demand by setting precedents in the sector. Its slogan, ‘We fill up life’. bottled draught beer was an international first, and a canned version followed soon afterwards. Brand Values The bottled draught beer’s stylish design, with Efes Pilsen is considered as a the label imprinted onto the glass, brings new reliable partner for social variety to packaging in the sector at the same occasions. In addition to its time as it expands choice in the market. One- flavour, the brand has long litre bottles of Marmara Gold and 25cl cans of been identified in Turkey with Efes Light provide other examples of the its support of sports, music, company’s innovative packaging. theatre, cinema and archaeology. Promotion As a main sponsor of sports Efes Pilsen’s advertising slogans are well known in Turkey, including of the in Turkey. In the latter half of the 1970s, the Turkish National Football Team, slogan ‘Efes Pilsen – the real beer’ became it organises such activities as the popular. ‘Efes Pilsen… Beer is under this cap!’ Efes Pilsen Cup and the Efes was subsequently used for many years as well. Pilsen World Cup. It is also brands include: Karagandinskoe in Kazakhstan; Among the company’s first advertising known both at home and in the Caraiman in Romania; Vitanta, Chisinau and Arc campaigns placed in sections of newspapers, it world with festivals, such as the in Moldova and Weifert, Pils Plus, Zajecarsko the beer was positioned as ‘the means to joy’. Efes Pilsen Blues Festival as well and Standard in Serbia. The company is also Further campaigns emphasised the fact that Efes as the Efes Pilsen One Love producing Germany’s Warsteiner and the Czech is produced throughout Turkey and, during Festival. Now in its fourth year, Republic’s Zlatopramen brands under a licence economic crises, that it is produced by Turkish the festival included stars such in Russia. labour with Turkish capital. as Peter Gabriel, Moby, the In addition to such campaigns, music and Chemical Brothers and Manu Product dance was emphasised in the company’s Chao. Efes Pilsen is synonymous with beer in Turkey. promotional activities, linking the brand to the Eight out of every 10 beers consumed in Turkey enjoyment of such activities. Another marketing www.efespilsen.com.tr are Efes products. Produced from all-natural point was that Efes Pilsen could be drunk seven ingredients, the beer has 5% alcohol by volume days of the week. However, in spite of the and is available in cans of 50 and change in focus of such campaigns, the THINGS YOU DIDN’T KNOW ABOUT 33cl as well as 50 and slogan – ‘Efes Pilsen… Beer is under 30cl bottles. this cap!’ – has not been changed. Efes Pilsen In the 1980s, the advertising Approximately 31 billion glasses of Efes have industry in Turkey developed been consumed since 1969. in general. A new slogan began to be used: ‘There is An estimated 3,000 family farms produce no Efes Pilsen other than ingredients for Efes Pilsen on 400 million square Efes Pilsen in Turkey!’ meters of land. Although the broadcast of advertisements for As 12-time winner of the Turkish Basketball alcoholic beverages was League Championships, the Efes Pilsen Basketball prohibited during those Team is the only Turkish basketball team to years in Turkey, Efes hold the league title ‘Champion of Champions’. nonetheless continued Efes Pilsen Sport Club is the first and only its promotions with Turkish winner of the Korac Cup, a European fast paste. basketball cup. The range and variety of Efes Pilsen Over the last 16 years, 21 Turkish movies have advertisements has been filmed thanks to the contributions of Efes not abated in the Pilsen. Altogether, the movies have won a total 21th century.