2004 - Year of change in the beer market
Beer tax was reduced by 32 % and the aggressive price campaigning of the “dachshund” (12- pack) begun. The Baltic countries joined the EU on 1st May 2004, and this doubled the annual beer import by Finnish passengers. Over 55 million litres of beer was imported, i.e., 12 % of the total consumption.
2004 - Year of change at Olvi
All Olvi brand beers were given a new look, which was described as lighter, younger, and more interesting in comparison to the previous look. The new visual image now communicates even more strongly the positive and relaxed quality associated with the OLVI brand. It is considered more appealing in comparison to its predecessor. OLVI now stands out even better from other beer brands – the new look fits Olvi’s positive image.
Olvi’s brewery has been located in Luuniemi, Iisalmi since the year it was established in 1878.
Sandels also received a new look – albeit a more subtle one. However, the change improved Sandels beer brands shelf performance and it emphasises better than ever the strong and smooth characteristics of Sandels.
In 2004 all indicators showed a measurable strengthening of Olvi’s role in the beer market. Market shares were increasing, advertising was more memorable and consumers’ spontaneous mental images of OLVI became stronger. More than ever OLVI is accepted among the consumers’ informed choices. When long-term Managing Director, Markku Rönkkö, took up a new position with Atro Plc, Lasse Aho commenced as the new Managing Director at Olvi in August 2004.
In 2005 Olvi’s operations developed favourably. The term is marked by an intensifying of operations accompanied by an increase in business profit and profitability. TEHO Energy Drink is launched in April and it immediately obtained approximately 15 % share of the energy drink market.
2006
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Following Lordi’s Eurovision Song Contest win in May, Olvi brought Lordi Cola and Lordi Cola Light to the market in September. In the spring an import and representation agreement for Finland was concluded with Heineken. Olvi’s Baltic subsidiaries had already earlier represented Heineken in their respective countries. |
2007 was a record year of all times in terms of
volume, turnover and result.
Great year for long drink.
Following a nine year hiatus, Olvi decided to re-enter the
market of the so-called ‘pt-shop long drinks’, that is, long drinks
manufactured by fermentation with alcohol content of 4.7.
The launch was executed through an expansion of the Olvi brand and
the Positively Finnish Olvi Grapefruit Long Drink succeeded in
rapidly obtaining almost 10 % of the market segment.
At the same time, Palmu Long Drink sales at Alko and restaurants
were replaced by A. Le Coq GIN Long Drink, which is the
market-leader of long drinks in Estonia.
A. Le Coq GIN Long Drink benefits from the visibility and
recognition obtained through travel to Estonia and this launch is
also successful.
Olvi’s soft drinks for children are widely enjoyed. Olvi wanted to
offer something completely new by launching Donald Duck soft
drinks, which were the first foodstuffs in Finland to meet Disney’s
criteria: "Loved by kids, trusted by moms".
Donald Duck contained fructose and its colourants were natural in
origin.
Other important novelties were the introduction of OLVI
Ykkönen in a 0.5 L can and Finland 90 Years Festive Beer.
In the spring co-operation was commenced with Harri Koskinen,
who was at the time the most successful and internationally
recognised Finnish designer. Koskinen designed the refundable,
recyclable plastic bottles for Olvi in the sizes of 0.5 L, 0.95 L,
1.5 L and 2 L. KMP). The subtle attractiveness of the bottle’s
design will make it a timeless classic.
Olvi’s barrel logo was embossed three times on the bottle as well
as the text ‘OLVI 1878 FINLAND 2007 DESIGN HARRI KOSKINEN’.