Saku Õlletehas has renewed its corporate logo, aligning it with the new business strategy which foresees shifting the focus from the beer market to the beverage market. Saku's vision is to attain and hold the leading position in any beverage category where it decides to compete with its own brands. The slogan ‘Refreshing experience' entails Saku's mission to provide the consumers with refreshment and new experiences. The year 1820 is the date when the brewery was first mentioned and golden sheaves and hop bines refer to Saku's extensive brewing expertise and experience. “Our surrounding environment is in constant transformation, which finds reflection also in the brewery's operation and development. The beer market which Saku has been cultivating for years has become a classical beverage category. The new trend setters are innovative beer drinks, alcohol cocktails, ciders and flavoured waters which have little if any connection to beer,” said Chairman of the Board of Saku Õlletehase AS Ireneusz Smaga, adding that although originally a brewery, Saku has always taken the lead in launching and promoting new attractive beverage categories which is why the wooden beer mug in the company's logo no longer represented its current position and aspirations. According to Smaga, only five years ago other beverages accounted for less than five percent of the company's sales and product development was primarily directed at the beer segment. To date the situation has changed radically. In 2006, Saku Õlletehas sold 92 million litres of beverages, including 73 million litres of beer and 19 million litres of other alcoholic and non-alcoholic beverages. Although the beer market is still the largest beverage market, in 2006 Saku's beer sales grew by 12% while the sales of other beverages expanded by 25%, yet another indicator of the onslaught of new beverage categories. Last year the company's revenues from our other beverages doubled and Saku seized the leading position among Baltic beverage developers by developing and launching beer drink DLight, carbonated water and wine mix KISS Spritzer, alcohol cocktail line SIN, Vichy Ice Tea and the VivaFresh line of flavoured water. Altogether, in 2006 Saku launched 15 self-developed beverages. The former logo was implemented when Estonia had just regained its independence. The company and its trademark are familiar to almost all Estonians. “The new corporate identity is a contemporary development of the previous logo which should convey both the history and innovative role of Saku Õlletehas in the Estonian beverage market,” explained the company's Marketing Director Karin Sepp. The distinctive blue colour which was first adopted at the beginning of the 90s when the company launched the first Estonian premium beer Saku Originaal is still an important part of the corporate identity. “Similarly to the past, the new logo will be introduced by our 0.33-litre Saku Originaal which has acquired a new ring pull cap. Although Saku Originaal is the first to carry the new logo, the new corporate identity will befit admirably the labels of our other products,” said Sepp. The development of the new logo took three quarters of a year and cost 6 million kroons, half of which was spent on the enhancement of Saku Originaal. Saku expects to complete the logo change process by the end of this summer. For a while, some products will be bearing the old logo but gradually it will be replaced by the new one. The new logo was developed together with ad agency Division. Founded in 1820 Saku Õlletehas is the oldest Estonian brewery which has been operating without interruption. Today Saku produces and distributes over 10 different beer brands, the best-known including Saku Kuld, Saku Originaal, Rock, Saku On Ice, Saku DLight, Saku Abbey, Carlsberg, Saku Hele and Saku Tume. In addition, Saku Õlletehas produces the KISS cider, long drinks SIN and ZIP, table water Vichy Classique, flavoured water Vichy VivaFresh and iced tea Vichy Ice Tea. Saku Õlletehase AS is also the Estonian distributor of the products of the well-known Finnish beverage producer Sinebrychoff. For further information, please contact: Livia Kulm Saku Õlletehas Communications Manager + 372 6508 303 livia.kulm@pruul.ee www.saku.ee