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Saku introduces a new milder Originaal

Keeping in mind the expectations of a new generation of beer lovers, Saku Brewery launched a milder light can beer Saku Originaal Mahe that differs from the legendary Saku Originaal by its milder taste.

According to Saku Brewery‘s Marketing Director Kadri Ärm, the first quality beer in Estonia, Saku Originaal, is still by far the favourite beer of experienced beer lovers. It has a very loyal fan-base and a strong market share. „Saku Originaal that is rich in hops has been constantly at the top of sales charts. This makes us extremely happy, but our ambitions are greater. We want to make Saku Originaal also the favourite beer of the upcoming generation,“ says Ärm.

„With the new Saku Originaal Mahe we wish to widen Originaal’s fan-base by adding those beer lovers that until today considered the flavour bouquet of Originaal to be too strong. Younger beer lovers have eagerly awaited a new milder Originaal. We have worked hard to satisfy the needs of the younger target group and to introduce the new milder Originaal,“ said Ärm.

In brewing the new Saku Originaal Mahe, Saku brew masters followed the example of their Scandinavian colleagues. Research and feedback from our clients shows that Estonians would like to have an alternative and milder choice to the European type beers rich in hops. They wanted a beer that is similar to the ones popular in Scandinavia and North America.

The new light beer Saku Originaal Mahe (4.7%) is available in pint-size (0.568L) cans with a recommended retail price of 0.95€.

Saku Originaal has been an innovator on the Estonian beer market already for 18 years.

Saku Originaal is Estonia’s first quality beer that was released 18 years ago when the dominating beer brand was Žiguli beer and the most popular form of packaging the unpackaged kiosk-beer. Saku Originaal has also made history as Estonia’s first draught, can and non-alcoholic beer and by setting a new standard for all breweries

Saku Originaal’s CV

1993 First quality beer in Estonia

1993 First marketing campaign in Estonia

1994 First draught beer in Estonia

1996 First non-alcoholic beer in Estonia

1998 First local beer in a can

1998 First product in a new bottle

2001 First local light beer in Estonia

2004 First Estonian beer that is marketed in Finland

2005 Saku Originaal becomes the most well-known foreign beer brand in Finland

2007 Saku is the first in Estonia to start using shrink-wrapping technology on multi-packs and a new generation of ring caps

2009 First crystal filtrated bottle beer in Estonia, new bottle

2011 Saku Originaal Mahe

Saku Brewery

Saku Brewery is Estonia’s oldest, largest and most consistent brewery with a 190-year-old history. Its goal is to offer consumers enjoyable refreshment and new experiences through quality beverages. In 2008, Saku Brewery became a full member of the international brewery group Carlsberg and thereby rose to the top league of international breweries.

Kaarel Kutti
Communications Specialist
Saku Brewery AS
Kaarel.Kutti@saku.ee
T: +372 6508 307
M: +372 55 54 1989

Kadri Ärm
Marketing Director
Saku Brewery AS
Kaarel.Kutti@saku.ee