Almaza Marketing Analysis

I. Historical Background

Less than a century ago, 5 men bonded by brotherhood and friendship sailed on a journey to brew Lebanon’s first beer ever; Michael Jabre, Antoine Comaty, Asaad Jabre and Panayoti Anghelopoulo. Little did they know the fruit of their friendship would be later on shared and enjoyed by millions of friends.

It is in the early 60’s that the Brewery’s true expansion began. Driven by passion and in quest of excellence, Michael Jabre headed to Amsterdam in 1962 to meet with Amstel- later bought by Heineken. He offered them a 10% share in the brewery, in return for their technical supervision of the production process. Two years later, Jaber laid the first stones into Almaza’s expanding headquarters, enlarging the brewery to its current size-bringing a real reform to the brewery’s operations and procedures.

Almaza was growing bigger. Starting 1969, Jaber established the first sales team, fleet and distribution network which resulted in a wider coverage of the Lebanese territory and a fresher beer for everyone. Guided by their vision and aided by the expertise of a famous Brew Master from Pilsen- a city in the Czech-Republic where the authentic Pilsener Beer was invented- the founders had the time, the will, the patience and even the bit of luck needed to formulate what would later become Lebanon’s number one beer. A Pilsener Beer, yet of Lebanese ancestry: to adapt the fornula to local preferences, maize was added to the recipe, a signature ingredient that guaranteed a refreshing smoother taste. Nothing was left to hazard, no compromise was made. Every ingredient and every procedure was thoroughly examined to come up with the perfect formula, one that is, until today, preserved and replicated to the detail with every fresh batch.

Like an authentic Lebanese, Almaza has always been a fighter. Even during the hardest of times, the brewery never stopped producing beer. The instinct of survival was never lost. In the late 80’s, Almaza had two choices: to be an expatriate or to stop producing. Like many Lebanese who were forced out of the country, Almaza packed some bags and headed to Italy where it produced beer for a year and a half. From beyond the seas, Almaza dreamt of coming back to its mother country, and it did, stronger than ever, standing undefeated. From 1000 produced bottled per hour in 1933 to 24000 per hour today, Almaza remains Lebanon’s number one brew.

Beside, brewing the ultimate beer was one thing, but making it an icon was another. Today, 79 years later, billions of bottles after, Almaza became part of the country’s legacy. Almaza lives among the Lebanese, talks like them and shares their worries and expectations.

II. Mission of Goals

Three core values reflect Almaza’s belief and mission and describe the way it perform its jobs, the result