The well-known Latvian export product and tourist-beloved souvenir from Latvia “Riga Black Balsam” expands its product line with a new trademark -“Riga Black Balsam ELEMENT”.
“Riga Black Balsam ELEMENT” was created in cooperation between technologists of the JSC “Latvijas balzams” and marketing specialists. Development of the new beverage, including creation of the recipe, took more than one and a half years — Communications Manager of the company Dana Hasana informs. In total, 12 thousand lats was invested in the development of the new product and trademark “ELEMENT”.
Production of the “Riga Black Balsam ELEMENT” commenced at the end of September. 30 thousand litres were produced in the first batch. Until the end of the year it is planned to produce 47 thousand litres of the new beverage and sell it both in local and foreign markets.
The new product in the “Riga Black Balsam” line has been created taking into account the global industry trends, as well as changes in consumers’ taste. Its composition is based on the traditional “Riga Black Balsam” herbal infusion that has been supplemented with other original ingredients. Compared to the classical Balsam, production of “ELEMENT” is more complicated and time-consuming because all ingredients are not mixed (coupaged) at the same time, but in two stages. “ELEMENT”, just like other Balsam products, is filled in a clay bottle in which balsam mellows and gets its final taste. Combination of black, red, and silver has been used in design of the label.
The beverage adds to the “Riga Black Balsam” line, which is based on the historical “Riga Black Balsam” of 1752, and “Riga Black Balsam Currant”, which is being produced by JSC “Latvijas balzams” since 2008.
“The new brand maintains all of the existing “Riga Black Balsam” values: uniqueness, quality, and organic nature. Besides, with an introduction of the “ELEMENT”, the 260-years-old brand confirms that it is modern and up-to-date. This beverage will address modern, active, and international consumer of the 21st century in Latvia and abroad,” Manager of the “Riga Black Balsam” Brand Ģirts Liniņš informs.
“We have planned that the new “ELEMENT” will enter several export markets already this year,” when commenting on the export plans, adds the Commercial Director of JSC “Latvijas balzams” Valters Kaže.
“Riga Black Balsam ELEMENT” is already available at the specialized “Latvijas balzams” stores and this week will be available also in Latvian chain stores.
Export and local market data:
“Riga Black Balsam” is one of the bestsellers of the “Latvijas balzams” portfolio. The total sales amount of “Riga Black Balsam” and “Riga Black Balsam Currant” in both domestic and export markets in 2012 had grown by 19%, reaching 1,205,932 litres.
“Riga Black Balsam” sales volumes in Latvia have retained this growing tendency for several years. According to the data of the product wholesaler “SPI Distribution Latvia”, in 2012 this product’s sale on the local market grew by 14%, in comparison with 2011. A similar tendency was also observed on export markets, where the demand for “Riga Black Balsam” grew by 9% last year.
In the 18th century, Riga’s pharmacist Kunce created the basic recipe of the beverage by combining various natural ingredients. Three centuries later, masters of the JSC “Latvijas balzams” created the new version of “Riga Black Balsam” — “ELEMENT”, stressing that the basic values remain while the elements of life change.
Communications Manager, JSC “Latvijas balzams”
Phone: +371 67011711
Mob. phone:+371 26355895
About JSC “Latvijas balzams”
JSC “Latvijas balzams” is a leading producer of alcohol beverages in the Baltics with a history steeped in tradition since 1900. Company represents 24% of Baltics alcoholic beverages market. Its biggest pride, “Riga Black Balsam”, is one of the oldest alcohol beverage brands in Europe rooted in 1752. The company has a distillery of strong alcohol beverages and sparkling wines and light alcohol beverages production plant in Riga.
JSC “Latvijas balzams” employs 600 people and is one of the biggest taxpayers in Latvia. JSC “Latvijas balsams” with more than 100 product names is represented in almost all segments of strong and light alcohol beverages, with many market leaders in Latvia. Among the company’s products are such worldwide known brands as “Stolichnaya”, “Moskovskaya”, “Riga Black Balsam” and “Rīgas Sparkling Wine”.
JSC “Latvijas balzams” is one of the most significant exporters in Latvia – its products are available in more than 160 countries through SPI Group and in over 30 markets through direct export. The company’s quality management system is certified in accordance with ISO standards and has won hundreds of awards in various international and domestic competitions and has obtained numerous quality certificates. In May 2013 JSC “Latvijas balzams” was awarded a silver medal in the Sustainability Index, improving its overall performance compared to the previous year.