Interview

01.11.2025

— A quote from Lewis Carroll’s Alice in Wonderland comes to mind: “It takes all the running you can do, to keep in the same place, and if you want to get somewhere else, you must run at least twice as fast.”
Our main project this year was the launch of a Krones canning line for 0.45 L aluminum cans, with a capacity of 25,500 units per hour. A large new production facility was built for this purpose. This has allowed us to introduce a fundamentally new packaging format and align with modern market trends.
Other completed projects include the modernization of our glass bottling line, where we installed a new automatic depalletizer, palletizer, and labeling machine capable of applying self‑adhesive labels and foil. We have also built a blending facility and are planning to launch a kvass production unit in February 2026.

— Thank you as well! Drink good beer, drink responsibly, explore new flavors, and support local producers. Behind every glass of your favorite beer stands the work of many people who have put a part of themselves into it.

— Alan, thank you for the insightful conversation! Do you have a message for our readers?

— What development projects have been implemented at the brewery?

— First, we aim to increase sales volumes in Russian regions where our distribution channels are not yet fully established. Second, we are placing strong emphasis on exports. We can already speak of a successful start, with shipments underway to countries such as Iran, Syria, Germany, Israel, the CIS countries, and Georgia. Markets like China, India, Africa, and Vietnam are currently in development. We see strong growth potential in this direction and are dedicating significant focus and effort to it.
As for industry trends, I believe the market will move toward even greater diversity and segmentation. Hybrid beer styles and cross-category beverages (such as beer-based cocktails) will gain popularity. The trend toward “localization” will also continue — consumers are increasingly interested in the story behind brands, especially those rooted in nearby regions. We are fully prepared to meet these expectations, as our key strength lies in creating beer with soul and character while remaining modern and dynamic.

— Looking ahead, what are your plans for the next one to two years? Where do you see the industry going?

— There are several. First, the rising cost of raw materials and logistics. We never compromise on quality, so we have to be more creative when optimizing other processes.
Second, the sheer breadth of choice. Today’s consumer is overwhelmed with options. Our task is not just to communicate that we make good beer, but to clearly explain what makes Blamberg stand out among dozens of brands on the shelf. This requires significant effort in communication.
And finally, regulation. The alcohol market is highly regulated, and the rules are constantly evolving. We need to stay one step ahead at all times to remain compliant, which requires considerable administrative resources.

— What are the main challenges your commercial team is facing today?

— It was a challenging year, but at the same time we saw opportunities. Optimizing our product portfolio and implementing the right pricing strategy have delivered strong results.

— Alan, both last year and the current one have been challenging for the FMCG industry. How did Blamberg handle these difficulties?

— Our current focus is on classic lagers. The variety that has gained the most recognition is Blamberg “Smooth Live”, available in PET bottles, glass bottles, and kegs. At the same time, other products in our range are equally noteworthy, including Blamberg Classic, Zhigulevskoe Soft, Blamberg Strong Live, and Blamberg 0 Alcohol-Free Live, among others. In total, our portfolio includes 12 varieties of beer to suit every taste, as well as naturally fermented kvass.

— Which products are you focusing on?

— At the moment, our primary channel is distribution. At the same time, retail chains and HoReCa also play a significant role. Our initial focus is on covering our home market in the North Caucasus and Southern Federal Districts, and we are steadily moving in that direction. All channels are critically important — they are both our showcase and our platform for engaging with consumers. In retail, customers mostly buy beer for home consumption, while bars and restaurants are where people discover new products. There, beer is served properly — perfectly chilled, in the right way, and in the right glass — which helps build loyalty and creates a premium experience. Retail chains drive volume and broad brand awareness. Our goal is not just to be one of many brands on the shelf, but to stand out.

— Which sales channels are your priority?

— Competition is a healthy environment. It keeps you sharp, constantly evolving, and searching for new ways to connect with consumers. Our strategy is flexibility and the ability to truly listen to the market.
Unlike large corporations, we can afford to experiment, release limited editions, and respond quickly to changing tastes. For example, we noticed a growing demand for alcohol-free beer — and within just a few months, we introduced our own range, which matches the taste and aroma of classic beer. At private tastings with representatives of both large and small breweries, we consistently rank among the top.

— The beer market today is incredibly competitive. How do you stand out among both industry giants and numerous craft breweries?

— You know, we truly don’t just sell a beverage. We offer an idea, an emotion, and a certain standard o quality. Our philosophy isn’t about technology alone — it’s about the soul of the product, its purpose, and its place in people’s lives. It’s a set of principles that defines everything we do, from selecting raw ingredients to how we interact with our customers. We follow classic brewing traditions while keeping an eye on modern trends. We focus on the quality of our ingredients, precise recipes, and a careful approach to the brewing process. Our beer is the result of a team of enthusiasts who genuinely love what they do.

— Alan, could you tell us about the philosophy of your brewery? What do you sell — just beer, or something more?