By Danai Alexaki 

 

 

The Olympic Brewery factory in Sindos is evolving into a production and export hub, as the flagship brand of the parent group Carlsberg is produced in Greece.

 

Almost six years after the decision of the powerful multinational group to include the DraughtMaster system ( i.e. the bottling of beer in pet barrels of 20 liters) in the production portfolio of its Greek subsidiary, now it gives another strong vote of confidence, choosing to make the brand Carlsberg "greek".

 

The production unit of Olympic Brewery in Sindos will take over the production of the main brand of the Carlsberg group in 330 ml cans. and 500 ml., as well as in all types of kegs (Draught Master Flex & Modular and metal keg).

 

The start of the production of Carlsberg beer in Sindos also marks a greater activation of the brand in the Greek market, as the product will be re-released in a box in the domestic market. At the same time, the Olympic Brewery unit will not only serve the needs of the Greek market, but also those of other markets of the group that do not have local production, among which are the markets of South America, the Middle East and Africa.

 

In the first phase the exports will reach about 18 markets, while the production potential of Carlsberg beer is expected to exceed 100,000 hectoliters.

 

The decision of the multinational group to transfer the production of its strong brand to Greece is in line with the development strategy, which has been readjusted after the developments of Russia-Ukraine conflict. The geopolitical position of Greece is considered to be an important advantage. Securing economies of scale, mainly in the field of exports, seems to have been a strong selection criterion too.