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In 1955, industrial counsellor, E.W. Åberg and his wife, Hedwig Åberg, establish the Olvi Foundation. The majority of Olvi Oyj's shares were transferred to the Olvi Foundation. In 1955, the new sales area arrangement for beer comes into effect. |
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This meant that each Oy Alkoholiliike Ab store could only sell
the beer of the brewery closest to its locality. The sales area
arrangement was not favourable for Olvi: sales of strong beer fell
almost a quarter from the previous year. Furthermore, the
manufacture of strong A III lager, i.e., IV lager, was only
permitted for some of the breweries. It was only in 1955 that Olvi
was allowed to brew strong beer. Olvi’s best-selling product in the
1950s was its light I lager.
In
1961, all breweries are allowed to manufacture
strong A beer. Following a relaxing of the sales area arrangement
regulations, the demand for Olvi’s products increases. The number
of entrepreneurs in the brewing industry decreases and Olvi
concentrates its market expansion efforts in the larger cities of
Southern Finland and in acquiring major customers. New soft drinks
are developed, however, the key product in the early 1960s is still
light I beer.
The sales area arrangement for strong A beer was discontinued in
1964.
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By 1st January, 1969, the number of sales outlets for medium strength beer had increased from 800 to 20 000. Olvi developed the new lagers, Kesti and Kievari, for an expanding market. Lager becomes Olvi’s key product.
<- Advertising picture for Vaakuna beer from the 1960s |