American Chamber
of Commerce in Uzbekistan
COURAGEOUS LOCALIZATION PROJECT OF CARLSBERG UZBEKISTAN
Courageous Localization Project of Carlsberg Uzbekistan
Carlsberg Uzbekistan is the fastest growing producer of the beer industry of Uzbekistan. The brewery was commissioned in autumn of 2007 and represents a high-tech modern manufacturing facility with 100% investment owned by Carlsberg Group. Nowadays the total investment exceeds 77.2 million euros.The brand new brewery allowed creating over 400 jobs for local people. It is noteworthy to say that around 4 000 workers and engineers are engaged in production of bottles, labels, paper and other essential materials required for beer manufacturing.
The brewery produces four local brands «Sarbast Original», «Sarbast Extra», «Sarbast Special», «Sarbast Strong» and five license types: «Tuborg Green», «Baltika № 3 Classic, Baltika № 9 Extra, Baltika № 7 Export. Annual production capacity is 240 million glass bottle of 0.5l.
Ingredients
To produce a high quality beer one needs four main ingredients: crystal clear water, yeast, hops and malt. The water is pumped from six wells with 200 meters depth located on the brewery’s territory. Pure culture of yeast has been selected in Carlsberg Research Center in Denmark. Hops are imported from Germany. As to malt, it has being purchased from Kazakhstan, Russia and Byelorussia.
Out of all these ingredients malt is the most important one and it is generally known, it is difficult to cultivate brewery barley in Uzbekistan’s hot and dry climate. According to calculation around 15 000 tons of malt is required to reach Carlsberg Uzbekistan’s annual production capacity.
Part of the Carlsberg Group business and corporate culture is a GLOCAL approach. It means think globally and act locally. The management team of Carlsberg Uzbekistan took a big challenge to commence project of cultivate brewing barley in Uzbekistan.According to research and analysis only 2 areas in Uzbekistan are found to be appropriate for cultivation: Andijan and Kashkadarya region. After several meetings and discussion with Scientific Production Center of Agricultural Department of Uzbekistan the testing cultivation was carried out. Barley samples were checked and analyzed in the brewery lab. The tests proved to be successfully.
This unique agricultural project will help to define selective malt for brewery industry of Uzbekistan and it will serve as an import substitutive product for beer producers. It is important to note that malt cultivation with minimize production costs, save spending hard currency and create additional jobs in regions.
AMCHAM PARTNERS
