Brochure for Apatin Brewery

History of Apatinska Pivara
A
patin, a small town surrounded by fields fertile from the
Danube, and ancient forests, has been a cradle for beer
production for two and a half centuries. Taking only the
best from the water, the soil and the local environment, the people of
Apatin have been creating the perfect beer recipe for many years.
Apatin is first mentioned in written documents in 1011 A.D. In 1541
it was conquered by the Ottoman Empire, which ruled it for the next 140
years, until it was conquered by the Austro-Hungarian Empire.
It was precisely this change that determined the further development of
Apatin. Despite the large population that moved here during the migration
under Arsenije Čarnojević in 1690, Empress Maria Theresa brought people
from present-day Austria and Germany, down the Danube, in 1748. The
beginning of organised beer production in this region is linked to their
arrival. It was during this period that the distillery and textile workshop
were established, along with the brewery, which led to Apatin receiving
special status in 1760.
Records of the operation of the Imperial Brewery in Apatin date back to
1756. There are records reporting beer production being 12.000 hl in the
eighteenth century. The Imperial Chamber, as the owner, leased the brewery
in the early nineteenth century, after which certain production workshops
were reconstructed in 1870. The brewery was first privatized in the late
nineteenth century, when a new phase in its development started, entailing
large investments (in 1892 and 1893), primarily aimed at modernizing
the production process and increasing the maximum production capacity.
It produced 16.000 hl of beer annually during the period up to the First
World War.
Despite the efforts of the owner and workers after the First World War,
the brewery went through hard times during the 1930s, which eventually
led to production being suspended in 1935. Nine years later a new phase
began with the reconstruction of the existing equipment, and with only 38
employees. By 1950, the output was 40.782 hl of beer, with the number of
employers reaching 120.
Foreign investments resulted in the reconstruction and modernisation of
the available production facilities, implementation of new technologies in the
production process and increased beer production capacity, between 1958
and 1966.This created a foundation for further development of the brewery
and its transformation into the giant that it is today. During the 1970s,
automated high-capacity production lines were introduced, which resulted
in production reaching 634.681 hl of beer in 1977, as well as the expansion
of the product range with orange, lemon and blueberry non-alcoholic
beverages, and alpine herbs a year later. In the early 1990s, international
sanctions briefly reduced the brewery’s output to 475.000 hl of beer.
The privatisation process began in 1991, resulting in Apatinska Pivara
becoming part of InBev, the leading international brewery network, at
the beginning of the 21st century. The association of Apatinska Pivara
with the InBev company has opened a new chapter in the brewery’s
development and prosperity.
From Biggest to Best
B
eing part of the Apatinska Pivara team is a great honour and
challenge for me. InBev, the global leader in beer production,
has recognized Apatinska Pivara, the largest beer producer in
Serbia, as having a quality that is worth additional investment. With the
privatization of Apatinska Pivara in December 2003, we made a decision to
establish a joint strategic partnership.
The results that we have achieved to date, operating in accordance with the
high international quality standards for beer production and sales which
apply to all InBev breweries, have made us one of the most successful
companies in the country.
Through investments worth about 60 million euros, knowledge and
experience, and investment in employee training and education, we have
succeeded in offering consumers the highest quality. In addition to the
celebrated Jelen Pivo, Pils Light and Nikšićko Pivo, we have added to our
production palette two InBev global brands: Beck’s and Stella Artois.
We are aware that, as a large company on the domestic market, we have
great corporate responsibility towards the local environment and economy
in Serbia. This is why we strive to justify our social role by supporting many
events which contribute to cultural, sporting and economic life in Serbia.
Each successive step in development implies a combination of new
technologies, skills development, investment in brands, expanding social
responsibility, concern for employees, and a successful dialogue with our
consumers.
In the year in which Apatinska Pivara celebrates its 250th anniversary, I
can say that we have come here to stay, with the intention of continuing
to produce high-quality beer, and of developing, not only in the Serbian
domestic market, but also in the markets of neighbouring countries.
Even after 250 years of existence we are continuing to build the future of
Apatinska Pivara, with the promise that it will continue to be without quality
compromises, and remain focused on what our consumers want and need.
Yours sincerely,
Hans-Wilhelm Schütte,
General manager,
AD Apatinska Pivara Apatin
Apatinska Pivara Today
Biggest beer producer in Serbia
A
patinska Pivara at present has a market share of approximately
50 % in Serbia, with stable annual growth and an annual
capacity of 4.500.000 hl of beer.
We owe our leading position in beer production on the Serbian market
to our high-quality products, which we are continually improving, the
technical modernisation which we have achieved by introducing the
highest world standards of InBev, and our employees, whose training we
never stop investing in.
Apatinska Pivara portfolio includes high quality Beers: Jelen Pivo, Pils
Light, Beck’s, Nikšićko Pivo, Apatinsko pivo and imported Stella Artois,
super premium beer, presented to local consumers in September, 2006.
Our portfolio also includes soft drinks products: Alpina, Apa Kola,
Ledeni čaj (Ice Tea) and Apa Narandža (Apa Orange).
Today we have a workforce of over 1.000 of whom roughly 300
work in 10 distribution centres in Serbia. The distribution centres are
located in Čačak, Inđija, Kruševac, Mladenovac, Niš, Novi Sad, Odžaci,
Subotica, Šabac and Zemun and all of them are equipped to meet the
needs of all our partners in the retail process. More than 300 vehicles
in our transport pool enable us to reach every corner of our market, i.e.
45.000 retail locations throughout Serbia.
We export our beer to Bosnia and Herzegovina, Montenego, Macedonia,
Croatia, Switzerland and Austria. Using the power and network of the
InBev company, we have recently expanded even further, across the Ocean
all the way to Australia.
This year we mark 250 years of presence and business success.
The Secret of Creating
the Perfect Beer
B
eer-making technology is based on a recipe which has been
known since ancient times. Technological innovations have
merely advanced the process of how beer is produced and
packaged. Taking only the best from the surrounding fields, waters
and forests, the people of Apatin have been known for two and a half
centuries for their recipe for making the perfect beer, and they continue
to improve this tradition today.
Water quality is extremely important for beer quality. Our brewery has
always paid special attention to its quality, which is reflected in reverse osmosis,
the state-of-the-art process of preparing water which we recently introduced.
Laboratory testing of the quality of raw materials, by-products and products
is the second key factor in creating a quality final product – beer. Each phase
is controlled, from the delivery of basic raw materials, through the processing
of these to the beginning of bottling, and final shipment of the beer to the
market. Perhaps the standards we apply to our products are too stringent, but
beer quality has been our recommendation for 250 years, and it must remain
so! The laboratory at our brewery is one of the best equipped in the InBev
company. The quality assurance we offer is confirmed by our brewery using
the services of the best local and internationally accredited laboratories.
The beer production process is carried out in several phases: malt
production, fermentation, beer maturation, filtration and packaging.
Beer production starts in the malting tower, the “heart of the brewery”.
This phase is called malting and involves grinding malt while gradually
adding water and heat. The mixture of ground malt and water is heated in
a carefully chosen technological process, yielding husk. Hops is then added
to the husk. This is very important to the taste of the beer. The product that
leaves the malting tower is called malt.
Yeast is then added to the malt to start the fermentation process, under
controlled pressure and temperature, in modern fermenters. During the
fermentation process the yeast ferments the carbohydrates, yielding ethyl
alcohol and carbon dioxide.
After the fermentation process, the yeast is extracted from the beer, and
the young beer is then matured. Modern tanks for maturation are similar to
fermenters with their equipment. The beer maturation process significantly
affects the quality of the beer and each brewery keeps its process a strict secret.
When the beer has matured enough, the final production process takes
place – filtration. The filtered beer is kept in tanks under pressure, until the
moment it is poured. Apatinska Pivara has four lines for filling glass bottles,
two for PET packaging, one for kegs and one line for filling cans.
The technological process of producing beer at Apatinska Pivara was,
until recently, the result of centuries of experience in collecting recipes
for perfect beer and investments which have contributed to advances in
production. For the past two years, Apatinska Pivara has been implementing
the experience of the world leader in beer production, the InBev company,
which has devoted all its knowledge and capacities to a single goal: satisfied
consumers who will keep on coming back to us.
JELEN PIVO
A
patinska Pivara, with its 250-year tradition, represents the
national leader in the craft of making exceptional beer. The
knowledge invested and the experience gained have become
part of the modern technology used to produce Jelen Pivo, the leading beer
brand on the domestic market and in the Balkans.
Jelen Pivo has recently begun expanding into the markets of Bosnia
and Herzegovina, Macedonia, Croatia, Switzerland, Austria, and even
far-off Australia.
The high-quality ingredients, taste and pleasant bitterness have made
Jelen Pivo an integral part of the lives of generations of beer admirers.
By supporting major sporting events, tournaments and clubs, Jelen
Pivo became a part of sportlife in Serbia.
Jelen Pivo also supports large music events, which means that it will
be at hand anytime you want to enjoy yourself. If you notice Jelen Pivo’s
music bus in town, you will know that there is a good concert nearby, and
that you should join us, to have fun with Jelen Pivo and excellent music.
BECK’S
B
eck’s – Germany’s No. 1 export beer – is sold in more than
120 countries worldwide. It has also been available in Serbia
since 2005. Honouring the standards of the 1516 German
Beer Purity Law, Beck’s offers the world uncompromising quality and a
characteristically refreshing Pilsner taste.
Beck’s is a beer which symbolises vigour, forward thinking, and
freedom of choice. Through its involvement in supporting young talent
and the promotion of modern values, Beck’s has become the choice of a
generation which aspires to quality.
With Beck’s you have the opportunity to experience the as-yet unknown,
to enjoy new things, excellent fun, great music, unforgettable parties and
many other cultural events, as well as, above all, excellent beer. You are
holding the key!
STELLA ARTOIS
S
tella Artois, is one of the most recognized international brands.
Throughout the world it is synonymous with beer of the
highest quality and value. Since September 2006, it has been
available in this country, thanks to Apatinska Pivara.
Since its origin, back in 1366, Stella Artois beer has become a global icon
among beers, with its familiar packaging and beer glass. Even the fussiest
consumers love Stella Artois for its unique, uncompromising premium
quality and special sophisticated packaging.
Successful positioning has led to Stella Artois becoming the fifth largest
beer brand in the world and one of the brands with the highest production
growth rate. Today Stella Artois is present in eighty countries.
JUBILARNO PIVO
A
patinska Pivara this year celebrates 250 of its existence and
successful business performance. This grand jubilee was
marked by marketing the special Jubilarno Pivo (Jubilee
Beer). With its specific aroma, bitterness and strength, Jubilarno Pivo
satisfies the taste buds of even the most choosiest of beer lovers. Two and
a half centuries of tradition, love and skill in the production of premium
beer has beeen invested in the creation of the exceptional Jubilee Beer. It
is made in a limited edition which makes it specially valuable.
NIKŠIĆKO PIVO
T
he tradition of Nikšićko Pivo dates back to 1896. It is produced
from pure mountain water and natural ingredients which
contribute to its quality, unique taste and pleasant bitterness,
which give it a smooth and refreshing quality. Nikšićko Pivo is exported
to more than fifteen countries worldwide, including Australia and the
United States.
Like the region from which it originates, Nikšićko Pivo has always been a
symbol of the mountain spirit, adventure and a return to nature. With the
aim of supporting the young, the energetic and the courageous, Nikšićko
Pivo has become the general sponsor of several lively extreme sports.
Nikšićko Pivo is for people who can always do more and better, those
who are prepared to compete with nature while enjoying its bounty. With
Nikšićko Pivo you have the opportunity to enjoy life and the combination
of beautiful nature, good company and thrilling adventures.
JELEN PIVO
NIK©I∆KO PIVO
0,33 l / 0,5 l returnable bottle
0,5 l returnable bottle
1 l / 1,5 l /2 l Q-pack
0,33 l non-returnable bottle
0,33 l non-returnable bottle
0,33 l / 0,5 l can
0,5 l can
2 l Q-pack
Pack of 6 x 0,33 l non-returnable bottles
Pack of 6 x 0,33 l cans
Gift pack 5 x 0,33 l non-returnable bottles + glass
Pack of 6 x 0,5 l cans
30 l / 50 l keg
30 l / 50 l keg
PILS LIGHT
NIK©I∆KO TAMNO
0,33 l returnable bottle
0,33 l non-returnable bottle
0,33 l non-returnable bottle
1l Q-pack
0,33 l / 0,5 l can
30 l keg
APATINSKO PIVO
STELLA ARTOIS
2 l /2,5 l PET
0,33 l non-returnable bottle
BECK’S
JUBILARNO PIVO
0,33 l non-returnable bottle
0,5 l returnable bottle
0,5 l returnable bottle
SOFT DRINKS
0,33 l / 0,5 l can
(Apa Narandža, Alpina, Apa Kola, Ledeni Ëaj)
Packaging of 6 x 0,33l non-returnable bottles
0,5 l / 2 l PET
The InBev Way
Our Mission: To create enduring bonds with consumers by providing
the brands and experiences that bring people together.
Our Vision: To go from Biggest to Best
OUR VALUES:
WE LEAD THE WAY
• We lead by personal example, winning with integrity
• We adopt a zero tolerance approach to keeping our culture alive
and value our diversity as a key strength
• We are where things happen, on the scene with our people, our
customers and consumers
OUR CONSUMERS COME FIRST
• Consumers are at the heart of everything we do, and we partner
with our customers to connect with them
• We continue to look for innovative opportunities
and will act on them decisively
• We are leaders in establishing and delivering superior quality
OUR PEOPLE MAKE THE DIFFERENCE
• We strive to attract and keep the very best people
• We invest in development, support continuous learning
and reward success
• We respect and trust each other
WE MAKE THINGS HAPPEN
• We think big. We set our goals and standards accordingly.
We are focused on results
• We work hard and enthusiastically. We walk the extra mile
• We act as owners and are rewarded as such
Behavioral Competencies:
•
•
•
•
•
•
We challenge to deliver extraordinary results
We know our business in depth
We build strong relationships & teams
We reach our goals the InBev way: simple, focused & disciplined
We think and act as owners
We demonstrate leadership and develop the best people
About InBev
I
nBev, the world’s largest beer producer, is the market leader in
America, Europe and Asia, and its brands are leaders in more
than twenty key beer markets worldwide. The company’s
headquarters are in Belgium, and its origins date back to 1366.
The InBev portfolio comprises more than two hundred brands,
including four global brands: Stella Artois, Brahma, Beck’s and Leffe.
The basic strategy of the InBev company is based on the continuous
strengthening of its position in key global beer markets through
development, high production and planned expansion, while putting
the consumer first.
The successful development of the company and its brands is achieved
by 77.000 employees in 32 countries throughout the world.
The InBev company was founded under its present name in 2004,
following the merger of Interbrew and AmBev, which aimed to create
a giant with the highest beer production capacity. By balancing the
development of existing markets with expansion into new markets,
InBev has achieved a fourteen per cent stake in the global market.
As the beer industry leader, InBev pays special attention to production
and marketing. InBev openly takes part in the struggle against alcohol
abuse, developing a good public attitude towards beer. The company’s
responsibility is also reflected in keeping its promises to consumers,
a high level of social openness, and the promotion of environmental
awareness.
InBev’s vision “From Biggest to Best” is an impossible dream which we
want to achieve.
We believe that our possibilities are as great as our dreams.
Come, travel the road with us!
Many Awards Testify
to the Quality of Our Work
A
part from the great number of people who love our brands,
professional awards which have been won from leading
commercial institutions at many local and international
exhibitions speak of the results of our work and the quality of our products.
We are especially proud of the fact that from 1974 to 1985 we won Gold
Medals and Golden Victor of Belgrade Statuettes, and Gold Medals and
Trophies for product quality at the Novi Sad Agricultural Fair in 2002.
We were winners of the Yugoslav Chamber of Commerce Award for
1999, the Business Centre Award for best company in 2000, and the Serbian
Chamber of Commerce award for 2001.
The Gold Medal and Citation of Geographic Origin was won by Jelen
Pivo at the Brussels Eureka – World Exhibition of Innovation, Research and
New Technology in 1999.
Jelen Pivo and the Apa Narandža, Apa Kola, Alpina and Ledeni Čaj
non-alcoholic beverages won Gold Medals at the Monde Selection
between 1999 and 2005.
In 2004, Jelen Pivo won the Monde Selection International Trophy
for High Quality. This is awarded to brands which win gold medals
in three consecutive years, Apa Narandža and Apa Kola won the same
award in 2005.
Our brands are
active members of society
JELEN PIVO
Thanks to Jelen Pivo, which was the exclusive sponsor of the 2006 Football
World Cup Championship, we enjoyed the greatest football show in the world.
We set up an Internet portal entirely devoted to the most important trivial
thing in the world – www.jelenfootball.com. We also organised a very popular
indoor football tournament – the Jelen Pivo Futsal Cup. We support top-level
local football and organise National Prize Competitions.
BECK’S
BECK’SPERIENCE parties, PLAYBECK’S - a progressive house compilation - and
BECK’STAGE - a DJ competition - are only some of the projects supported and organised
by Beck’s in the local market. A visit to www.becks.chillout.co.yu is obligatory.
NIKŠIĆKO PIVO
With the aim of supporting young, energetic and courageous people, Nikšićko
Pivo became the general sponsor of a number of interesting extreme sports.
Winter sports fans enjoyed the Nikšićko Pivo Snowboard Cup on Kopaonik. At
the beginning of the summer season, Nikšićko Pivo organised The Nikšićko Pivo
Bungee Cup on Ada Ciganlija for adrenaline fans.
Our brands exhibit successfully every year at the Belgrade Beer Fest:
Jelen Pivo - best beer at the Belgrade Beer Fest in 2006. Beck’s present an excellent
DJ event. Twirl your moustache and enjoy yourself with Nikšićko Pivo.
AD APATINSKA PIVARA APATIN
a member of InBev
Trg oslobođenja 5, 25260 Apatin, Srbija
Phone: 025/783 111
Fax: 025/773 201
Dobanovački Put 58, 11080 Beograd, Srbija
Phone: 011/3072 400
Fax: 011/3072 444
www.jelenfootball.com
www.becks.chillout.co.yu