Judging by consumer loyalty, which for several years now has been placing Cēsu alus light alcoholic cocktails Cēsu Džins in the top position, the company continues to develop this product assortment constantly offering new flavour combinations.

            The alcoholic cocktail beverage category is second only to beer in the total JSC Cēsu alus beverage portfolio. Cocktails manufactured by Cēsu alus have acquired a stable consumer audience – almost half (40 %) of the total Latvian market for alcoholic cocktails according to sales figures.

            Last year Cēsu alus implemented brand improvement of the cocktail Cēsu Džins. A new brand was developed Cēsu Džons, paying special attention that this product personified the best features of its consumers.

            Creating the image of the new cocktail Cēsu Džons we paid special attention to the fact that this character Cēsu Džons should personify the best features of its consumer.

            The company product development policy provides that each year apart from the products in the existing assortment, the consumers are offered new and interesting beverage flavours. By developing and broadening the beverage market culture in Latvia,Cēsu alus implements in the local market cocktail varieties that are very popular all over the world. This year gaining its inspiration from the classic cocktail Tequila Sunrise, Cēsu alus has created cocktail Cēsu Džons Safari Sunrise with distinct red orange and pomegranate flavour.

            The second innovation this spring supplements the assortment of beer cocktails. Beer cocktail Beershake created by Cēsu alus is now available also in a 0.5 l can (up to now in a 0.33 l glass bottle packaging) and has a very distinct, very refreshing cranberry and lime flavour combination, which is usually not what one would expect from a beer beverage.

            “Research of the Baltic beer market implemented by Cēsu alus confirms that 76 % of the total number of respondents try innovations in the beer category. In the market segment for alcoholic beverages consumers tend to make similar choices – great interest is paid to the innovations – new flavour combinations and innovative packaging. Despite the total stagnation of the beverage market, we continue to creatively develop the beverage assortment,” says Cēsu alus Marketing Department Manager Ilona Riekstiņa.    

The total investments for the development of the both new products are 50 000 lats.