CONTENTS

ALEJANDRO JIMENEZ
ABOUT NATAKHTARI

2 3

ADDRESS

4 5

TORNIKE NIKOLAISHVILI

MARKETING MANAGER

GEORGIAN BEER A HISTORIC BOOK
FROM NATAKHTARI

6 7

15 17

ADVANCED TRAINING PROGRAMME
The Efes Georgia Staff Returned with Impressions

ssss

BEER SALES OF EFES GEORGIA

10 11

SUPPORTING GEORGIAN NATIONAL

RUGBY TEAM TOGETHER WITH NATAKHTARI KASRIS

EVERYBODY TO THE NATIONAL STADIUM!

22 23

24 25

NATAKHTARI KARVA BECAME A GENERAL

SPONSOR OF GEORGIAN BASKETBALL
FEDERATION AND THE NATIONAL TEAM

NATAKHTARI FOOTBALL TEAM REACHED

THE QUARTER FINALS OF THE BUSINESS
VETERANS LEAGUE

12

26

CONGRATULATIONS

MEVLUDI KAPIANIDZE PRESENTS

20 21

SCIENTIFIC RESEARCH ESTABLISHED

MEDICAL PROPERTIES OF BEER

13

I LOVE NATAKHTARI

OUR TALENTS
Tengo Bakradze
Operator of Brewing Division

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Copyright:
, 2011

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Editorial Board:
KAKHA MAGRADZE - Editor in Charge
MAYA TAKASHVILI - Editor
NINO SURMAVA - Editor
TAMAR GIORGADZE - Designer
LALI GAGNIDZE - Translator
LEVAN BEGLARISHVILI - Imposer
Copyright: JSC Lomisi
Tbilisi 2011

 dRiuri

efes saqarTvelo - efes jufis ojaxis wevri

Mr. Alejandro Jimenez has kindly agreed to give interview to Natakhtari Diary. Main theme of our conversation was Efes Georgia.
Mr. Jimenez can you tell us history of the Efes Beer Group
entrance to Georgian beer market, why have you made this decision, what were the perspectives at that time?
First of all, let me congratulate Natakhtari Diary, it is already one
year since it is published and I have read numbers of interesting articles, I wish you more and more success in coming years.
Regarding your main question I can say that Efes Beer Group invests for the emerging markets for more than 10 years. So, Georgia has
naturally become the target market for Efes Beer Group, inevitably. Caucasian geography has enormously dynamism, growth potential and impressive culture. I can firmly say that, Georgia will play the key role
more than ever in the Caucasian geography for the beer sector.
Were you familiar with Georgian business environment?
We had no specific experience about Georgia, but, we have enough
experience for new entrance to emerging markets.
I can count a couple of very crucial things. One of them is research techniques. We evaluate the markets yesterday, today and
tomorrow in details. We always target to make as much as sharp forecasts about market. We calculate financial risks meticulously. And the
most important thing that you must have -if you invest for a new market- is courage.
Why have you decided to acquire Natakhtari Brewery?
There were vast of reasons to do that, but, let me say a couple of
very well known reasons that impressed all of us at that time; Natakhtari region has very high quality and very well known water resources
which is verry valuable for us. The other critical issue was qualified
workforce.
Probably starting beer business in Georgia was associated
with risk, how do you evaluate did the risk live up to expectations?
All new entries have risks, naturally. I can firmly say that each risk
has its own advantages, as well. As investing to Georgia, calculated
risks are concerned, naturally. Now, its obvious that it was a right decision to invest in Georgia. By the way, it was a valuable experience
for all of us.
How would you evaluate past three years (2008, 2009 and
2010)?
My first impression about Georgia was that it reminded me my

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ALEJANDRO JIMENEZ
ABOUT NATAKHTARI
home country Costa Rica. People here are friendly and dedicated, it
was the first thing I have noticed in Georgians and it honestly surprised me.
The period weve spent in Georgia had enough difficulties because
of the economic crisis in the world which has affected Georgia badly,
as well. But, at the end of the day, in Georgia, Efes is the leader and it
is growing.
What was the reason of success?
As Ive said before, we are the leader in Georgia. However, market
share is not the single issue to be the leader. We are the most innovative company in Georgia. Weve launched very successful new products in the market. Weve invested for infrastructure in the plant and
improved our technical capacity, acquired modern equipment for laboratory to protect stable quality. However all this would have been insufficient if we had not a very good team, which is working for one goal.

#5. 2011

Efes Georgia - Member of Efes Group Family

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NATAKHTARI Diary
Team work is crucial for the success. In Georgia we are observing
not just departments as being teams but also the whole company as
one family, which has clear perception of where they have to go and
how should they go there. So in my opinion strong team is the reason
of this success.
What are the main directions to be developed in 2011?
Strengthening our leadership position in Georgia market is the target for Efes Beer Group. New investments both for technical improvements and human resources will help us to the strength our
position in the market. But, this is not enough. We must prepare ourselves for tough competition which is raising up day by day.
We also struggling to expand our presence in Caucasion region.
For instance, we export Natakhtari branded soft drink products to 14
countries. In 2011, Natakhtaris regional growth will continue, as well.
Being market leader means responsibility. Among other important
social responsibility projects, I would like to underline the project Dont
Drink and Drive.
Lately, Id like remind Efes Beer Groups mission; We help people
enjoy life better through the responsible enjoyment of our products.

we are the leader in Georgia. However, market share is not the single issue to be the
leader. We are the most innovative company in Georgia. Team work is crucial for the
success.

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#5. 2011

mimarTva

TORNIKE
NIKOLAISHVILI
Marketing Manager
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TORNIKE NIKOLAISHVILI HAS BEEN WORKING FOR EFES GEORGIA SINCE 2007. INITIALLY, HE WAS A MARKETING COMMUNICATIONS MANAGER, A BRAND SUPERVISOR. HE STARTED WORKING AS A MARKETING MANAGER FROM APRIL 2009 AND REMAINS
IN THE SAME CAPACITY UP UNTIL NOW.

Tornike, to be a manager of the Marketing Department is significant

and, at the same time, interesting process. Could you please tell us a few
words about your daily activities?
My activities imply management of marketing processes in the company and
this is a very important business, indeed. Taking control over the marketing processes, launching an innovative marketing campaign, setting directions for new projects
and searching new communication channels is a very interesting process.
In large companies, in general, a marketing department has a quite
complex organizational structure; is it the same in your case?
In the company, the marketing structure is quite efficiently organized. The Department is provisionally divided into sub-departments; however, I would hereby admit that
other departments are also actively involved in the implementation of each project.
One of our Departments important units is the Trade Marketing and Merchandising Subdepartment. It plays a function of a bridge between the Marketing and the Sales departments. The above stated unit implements quite important and interesting projects. In this regard I can name the Tbilisi BeerFest 2010
as an example.
From all our achievements I would mark out 2010 when the public relations
activities became the strength of the company.
Efes Georgia carries out active and successful research activities too. Any
decision made by the company, whether development of a new product or waging a marketing campaign, is based on specific research activities. Furthermore,
as a result of the stated researches we are always informed about new developments in the beer market trends.
Brand teams are always on the lookout for the brand image. I would especially single out lemonade, which gained a significant development potential not
only in Georgia but also abroad. Due to some successful achievements reached
in some countries Natakhtari Lemonade became not only our companys but
also our countrys pride.
How interesting and hard it is to work in the international company?
From professional viewpoint it is very interesting to work in Efes Georgia.
This is a synthesis of international and local company traditions, achievements
and experiences. Nobody puts any obstacles in the way of implementing interesting projects. If an idea is good and acceptable, it will undoubtedly be implemented. We do afford the luxury of using the best practice of the international
company, as well as the approach to coordinate it with the local demands after
certain adjustments. The partnership is harmonized, which makes our responsibilities even stronger and, due to this, the marketing processes are developed in
a successful manner.
In your opinion, what makes the company successful?
The companys success is conditioned by the effective teamwork of the
staff. I would compare the business to team sports. It implies support of each
other, a team approach and a commitment to work. All these factors are preconditions of the companys success.
Motivation of the companys staff is an important factor too. They should

#5. 2011

Address
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#5. 2011

NATAKHTARI Diary

jointly strive for success. They should have a feeling and belief that each of them
performed great services for the companys success. At present, they are proud
of working at Efes Georgia. The company rates their efforts and achievements
according to their merits, in a respective manner.
If an employee makes maximum efforts, a success is unavoidable. The companys strength is conditioned by its qualified staff. Our companys management
takes care of improving their knowledge and professional qualification. Trainings, seminars and retraining of specialists are very much important for professional development of the companys staff.
In your opinion, how successful is the company?
The companys strength is determined by the existing statistical data, including the market share index, volume of investments made, etc. The market
share is the most important factor. An effective index, responsibility and sense
that you are a leader of the market provides you with the right and possibility to
think about increasing this market. The market share of our company equals to
63%. This increases our self-confidence to work a lot towards that direction too.
I do believe that the quality of production and attitude of customers to the
company are also quite important factors for any successful organization. At
present, the current quality of production fully satisfies the international standards, which increases customer confidence in our company.
Are there any projects, which you have implemented not for assuming a leadership on the market but as the leaders of the market?
We are concerned about developing the beer-drinking culture and consumers.
We try to do good things for our customers and express our gratitude to them through
this way. Because of this any projects of social responsibility or sponsorship are very
carefully chosen. The year of 2010 was very successful for the company. Sales
increased and the campaign - So What There Is Winter greatly contributed to this
success. As a result of this development the company moved to an absolutely different stage. The society compromised the stereotype and became convinced that
beer was not a summer drink only. You must admit that this was quite a courageous
campaign, which had been organized for many years. The drawing - Natakhtari
together with Friends also had a positive impact on sales where the main prize was
two tickets on the Football World Cup Finals. Besides that many other interesting
projects were implemented, including: The Ice Festival in Bakuriani, BeerFest, which
first took place in Tbilisi all over the South Caucasus; Strong Beer supporting events,
dramatized shows in the Goodwill and Populi stores, Young Researchers First International Camp in Georgia - Bakuriani 2010; Besides, we presented a new brand
Natakhtari Extra, etc.
What do you expect in 2011?
2011 will be similarly successful. We have planned many innovation and
interesting projects, the implementation of which will bring a great success to the
company.
What would you like to wish Natakhtari Diary?
Timely publication. I have a great desire to see it popular and interesting.
Natakhtari Diary is one of the means of bringing employees closer to each other;
it is one of the ways of knowing more about each other.
What would you like to wish your employees?
My colleagues, I wish you a successful business year and unlimited devotion of your customers to you since this is the best motivation for us. We, all of us,
work in one of the successful companies and I wish this feeling of pride would
never be paled. To this effect it is necessary to redouble our efforts. I am absolutely convinced that due to the law of constant energy, this energy would never
be lost and it will be converted into another form of energy. It is simply our duty to
give it a proper and effective direction, which will be crowned with our success.

 dRiuri

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From

Author

Georgian Beer was intended to

be a historical ethnographic
essay. This intention became
stronger after I got acquainted
with the work of Mr. Andro
Lekiashvili, my departed
teacher - From History of
Economy of Georgian
Highlanders. This research
was the main guiding line
when working on the book and
I think that with the joint work
of a teacher and an apprentice
assumptions and conclusions
on the Georgian Beer got
clearer.
Although I have been collecting
information on the life-style of
Georgian highlanders for
years, materials of Alexi
Ochiauri represented the major
ground on which
considerations presented herein
are based.
I would like to thank each and
everyone who was assisting
and encouraging me in
realization of this modest
endeavor. This
acknowledgement first of all
belongs to my dearest friends
Nugzar and Anzor Idoidze,
Guram Razmadze, an artist,
Giorgi and Koba Arabuli,
Kakha Rusidze, David
Kutubidze and of course
Company Natakhtari and its
senior management, who once
again confirmed their deep
respect to the Georgian ethnoculture by publishing this
book.
Eldar Nadiradze

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#5. 2011

NATAKHTARI Diary

GEORGIAN BEER A HISTORIC BOOK FROM NATAKHTARI
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On March 25, in a renovated hall of the Georgian National Museum, there was a presentation of Eldar Nadiradzes book Georgian
Beer organized with the support of company Natakhtari. Representatives of the Ministry of Culture and Monuments Protection of Georgia,
scientists of the National Museum and journalists attended the above
noted presentation.
Natakhtari expressed its desire to participate in this project from
the very beginning. The history of Georgian beer, its research and
support for scientific developments is very important for each employee of the company, said Eldar Nadiradze, the author of the book.
The author tells us about production of Georgian beer as an economic product and its ancient traditions in Georgia based on the archeological and ethnographic data.
All findings stat, that the beer culture came to Georgia from the
east and it has become a part of Georgian culture. Georgian beer may
be placed next to Egyptian and Ethiopian beer traditions. Beer spread
first in Egypt from the Mesopotamia, then in Syria and Ethiopia and
then to Urartu and Georgia; it reached Europe later, via us, explains
the author of the book.
During many years beer was used for toasting bad and undesirable people in Georgia. However, during many centuries, it was considered as a sacral drink in Georgia. Several years ago, the Catholicos Patriarch of All Georgia, His Holiness and Beatitude Ilia II, blessed
beer. This fact once again confirms purity of beer. The book Georgian
Beer is a good and scientifically grounded means to gain proper impression on beer. We all used to speak about ancient traditions of the
Georgian beer, however, it was something new for me to discover that
a brewage tradition was popular even before Christ on the territory of
current Georgia. As a representative of company Natakhtari and as an
ordinary Georgian, I am very proud of such ties with the ancient civilization. Any product becomes more valuable and precious when a country has a long experience of its production. Mr. Nadiradzes book tells
us exactly about such experience and history. Our company will make
all efforts to support a research process of Georgian beer history since
this is our treasure, said Mr. Tornike Nikolaishvili, Marketing Manager
of company Natakhtari.
Mr. Eldar Nadiradzes work was greatly appreciated by scientists.
It is noteworthy that the English translation is also attached to the book.

 dRiuri

ludis tradiciebi tendenciebi / W o r l d Wide B e e r T r a ns

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SCIENTIFIC RESEARCH ESTABLISHED

MEDICAL PROPERTIES OF BEER
According to the information spread by Encury News the recent researches revealed that antique cultures used beer not only for dealing
with stresses caused by their daily life but also for medical purposes.
Anthropologists established that prior to invention of penicillin (1928),
a thousand years ago, the ancient Nubian people used beer as antibiotics, i.e. for healing various diseases, including medical treatment for gums
and infected wounds.
At the turn of the 17th century when hop (Humulus lupulus) was gradually settling down in England, some people tried to prove that due to
some new ingredients beer became considerably healthy.
In the twenties of the last century in Ireland, the advertising posters
incorporated the following statement: Guinness is Good for You, and in
the United States, during the period of prohibition of alcohol, a group of
doctors started to struggle for rights (reaching even the US Supreme
Court) to make it possible for them to prescribe beer as a medicine.
Boris Hanslemm, a doctor of Public Assistance Hospitals of Paris
and his team analyzed the life style of thousands of men and women 18
years of age and the frequency of drinking alcoholic beverages by them.
They got respective results. According to the research, those who enjoyed drinking beer and wine were under comparatively low stress. They
had low arterial pressure and considerably healthy viscera (internals,
including a heart and lungs). More importantly, they suffered less from
depression.
According to explanations provided by French researchers, those
drinking beer, all of them tried to make more physical exercises to avoid
gaining extra weight. The alcoholic beverage, by itself, dilutes blood,
improves circulation and facilitates the relaxation. To say it in one word,
it makes the body healthier. Furthermore, they suppose that moderate
drinkers may be considerably healthy and they are not threatened by
cardio-vascular diseases. They may be at a very low risk of these diseases only.

#5. 2011

gayidvebi / SALES

NATAKHTARI Diary

. ,
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BEER SALES OF EFES GEORGIA

The chart bellow describes correlation between budgeted and
actual sales. However, interesting fact is that despite shrunk
market, Efes Georgia managed to increase its market share
from 60% to 65% during January-March period.

85%

BEER

101%
125%

100%
118%

#5. 2011

119%

LEMONADE



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GEORGIA VS. PORTUGAL

On February 26, there was a rugby match between Portuguese and Georgian national teams. During the match, under the leadership of Natakhtari Kasris and with the participation of Natakhtari Kasris Rugby Fan Club and with the
support of Georgian Rugby Union, an organized watching outlet for fans was
arranged at the Sports Cafe.
Fans watched the match live on the big screen and encouraged the Georgian rugby players in Portugal from Tbilisi.
The Georgian Rugby Fans, along with sports journalists, started getting together in the evening. Various entertainment programs organized by the Fans
Club and Natakhtari Kasris began one hour before the match. Some interesting
quiz games and a beer-drinking contest were held. During the match, all fans
were organized as a team and celebrated victory of the Lelos together. It is important to mention that on that day the Georgian team had a third-round match within
the European Nations Cup. Prior to playing with Portugal, the Georgian rugby
players defeated Spanish and Ukrainian teams with a significant score.

A VISIT TO RUGBY PLAYERS

On March 9, the Georgian Sport Fans, under the leadership of Natakhtari
Kasris, visited the Georgian National Rugby Team during their training at Karishkhala Stadium. The Georgian Lelos were getting ready for winning the European
Nations Cup. The fans had a chance to take photos and talk to the team members.

10

SUPPORTING GEORGIAN NATIONAL

RUGBY TEAM TOGETHER WITH NATAKHTARI KASRIS

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FANS ALONG WITH NATAKHTARI

KASRIS MET GEORGIAN RUGBY
PLAYERS AT THE AIRPORT
On March 7, before the match with the Romanian team, the Georgian Sport
Fans organized a ceremonial meeting for the Georgian National Rugby Team
members. Under the leadership of Natakhtari Kasris, fans met the rugby players of Georgian National Rugby Team at the airport at 03.20 a.m.
Prior to going to the airport, fans got together at Rugby Pub. It is of great
importance for us to make Georgian rugby players feel their fans devotion and
attention everywhere. Before this significant game, the support of Georgian
Sport Fans and Natakhtari Kasris will be a great incentive for our rugby players, believe Georgian Sport Fans.
On March 12, the National Team of Georgian rugby players met with the
Romanian National Team at the Mikheil Meskhi Locomotive Stadium within the
Rugby European Nations Cup. The Georgian rugby players gained a victory.

THE NATAKHTARI KASRIS INTRODUCING

SUPPORTING TRADITION
On March 20, at dawn, Natakhtari Kasris organized meeting of the Georgian Sport Fans with the Georgian National Rugby Team at Tbilisi Airport after
the match between Russia and Georgia.

11



NATAKHTARI FOOTBALL TEAM REACHED THE
QUARTET FINALS OF THE BUSINESS VETERANS LEAGUE
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The Natakhtari football team, which was established on the

basis of the football team winning internal championship suc-

, 2010 16
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cessfully for two years, engaged in a big and prestigious Foot-

zal Football Tournament starting from October 16, 2010. The

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company chose to take part in a Business Veterans League

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and coped with the task in a quite successful manner. Despite

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experienced contenders, the Natakhtari football team took a

successful start. The team reached the quarter finals of Business Veterans League based on the above stated results.

, : , --

The Tournament was quite representative by such teams

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as: Police, PSP, DHL, South Osetian Administration, Caucasus

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Online and others. The Tournament began in autumn. During

this period, the team had many football matches. This is how

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we reached the quarter finals. said Mr. Misha Tsevelidze, Fill-

ing Chief of company Natakhtari.

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#5. 2011

Cveni niWieri/Our Talents

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#5. 2011

TENGO BAKRADZE - Brewhouse Operator

Tengo Bakradze has been working as an brewhouse operator of
the company Natakhtari for 5 years. The real reason behind our decision to meet him was very simple he is a talent of Natakhtari
He is the talent not only from professional viewpoint. Tengo is keen
on skiing and admires his hobby; however, family is really the main
thing he loves most of all. Tengo has four daughters and is looking
forward to birth of the fifth one.
When you visit him you will have some special feelings by all
means.
He opens the door by himself and invites me in The wonder starts
from here. In one of the sofas I see Maria, Ketevan, Anastasia and Nina
sitting one by one and staring at me appearance of Natia Mujirishvili,
his wife, is beyond all comparison. I am astonished.Soon, this family will celebrate the birth of the fifth daughter.
Our dialogue starts with the conversation about the company.
It is a great pleasure for me to work in Natakhtari. Here every
member of the staff is an integral part of a big mechanism. The company is successful on the basis of our teamwork. Every employee has
a chance of professional development. You have an opportunity to
deal with new developments, modern technologies and innovations. I
appreciate working in this company. Natakhtari is not only a working
place for me but also a space where I obtained many friends and met
successful people, says Tengo Bakradze.
With regard to skiing, this is his second profession; however, he
can no longer spend too much time on it.
Notwithstanding my being a repeated champion I still continued
my professional activities. I am a technologist by profession. Skiing is
my hobby. However, I rarely but still allow myself to enjoy this sport. I
spend free time with my family.

13

 dRiuri

Traditional Efes Georgia corporative party was held in restaurant Bermukha on January 15. Georgian folk dancers,
belly dancer and Lela Tsurtsumia. DJ Rembo created dancing mood. Event was very joyful.

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personali / HR

NATAKHTARI Diary

ADVANCED TRAINING PROGRAMME

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TRAINING FOR BUSINESS SUCCESS

Success of the company is determined by professional and motivated staff. Therefore, Efes Georgia pays significant attention to personal development of employees, their professional growth. In 2010
number of training hours in the company increased by 1300 % compared to 2009.
Training efficiency can be increased by involvement of employees, how much they are interested to attend lectures how useful is the
specific topic for them. Professional growth is one of the ways of selfrealization. We try to make each course diverse, comprehensive and
interesting.
During the last year employees were able to cover main aspects
of different departments processes. Employees attended various onsite machinery trainings, MS Office, English language, Finance, Sales,
HR and many more. Some of our employees expanded their horizons
by attending three-month Brew Master course in Germany, and have
reached impressive results. Thus, for the year 2011 we promise our
employees more interesting trainings and teambuilding activities, because once again, we know that employee is what makes a company
successful.

EFES GEORGIA HAS

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#5. 2011

CERTIFIED TASTERS
The Flavor Tasting Project implemented within the Efes Group was
completed on March 14. Main objective of which was to train highly
qualified and professional tasters. The above stated project was implemented in three stages in Efes Georgia: selection, screening and
training of tasters. On the first stage of selecting a candidate, a detailed informative letter about the new project was sent to the head of
each deprtment.
Everyone had a chance to participate in the project. A list was sent
to Boris Gazov, a chief trainer and a representative of Flavor Active,
an English company. The company is a leader in training of tasters. It
trains and then monitors 1200 beer producing companies in 170 countries all over the world. Selection of candidates took place in on-line
regime through questionnaires. This was followed by the so-called
screening, which was carried out by Mr. Boris Gazov himself. Mr. Gazov stayd for three days in Georgia. 16 candidates out of 50 were
selected for training on the bases of the screening, said Mariam
Tsiskarishvili, a chemist of the lab at Efes Georgia.
The training included familiarization with, and testing of 31 flavors
and beer evaluation criteria. Within the framework of the project, tasters reviewed and remembered various types of beer with different flavor. Now, the tasters are already able to differentiate types of beer
from each other and describe specific flavors of particular beer. Furthermore, the tasters can diversify beer that was brewed artificially or
through some technological processes or in violation of the regime.
The training continued for one month. It included two levels of
teaching: basic and medium-level sessions. The training consisted of
25 sessions. This was an intensive course where 5 new flavors were
discussed during a lecture. At present, 11 certified tasters work at Efes
Georgia. Trainings will be organized in future too.

15

 dRiuri

personali / HR

: ,
,
, . , ,
.

Three employees of Efes Georgia: Natia Bilanishvili, Nana Mgebrishvili and David Midelauri successfully attended the certified
brewing course in Berlin, Germany. After four-months training
they returned with great impressions to Georgia.
-
::
, , ,
, . 26 , , 18
. , , . , , 18 , .
,
. , . . .
. . ,
. !

:
, .
.
. , ,
, . ,
, .
.
11 .
. . ,
. , .
NATIA BILANISHVILI
Efes Georgia laboratory engeneer
It is a great fortune that the company is concerned about traning
and development of its staff.
The training courses were quite interesting. It covered the entire process of brewage, including technologised filtration, quality control of
raw materials, etc. Though we had certain experience in beer production,
we were not deeply aware of all brewage processes. Lectures were delivered by highly qualified trainers. We acquired a great knowledge and
successfully passed exams in 11 subjects at the end of the training courses.
Besides, we made a tour in four cities and visited some sophisticated
breweries with high technologies. I can say it proudly that our factory fully
complies with their standards. I am sure that I shall efficiently apply the
knowledge acquired in Germany.

16

NANA MGEBRISHVILI
Efes Georgia Chemist
We acquired not only theoretical but also practical experience
from the training courses. As the cources composed of both theoretical and practical sessions. The courses had 26 participants including
18 students representing the Efes Beer Group company. At the end of
the courses rating were developed on the basis of the examination
results. I was third in this rating and the first among all 18 participants
from Efes Beer Group. The most memorable event for me was invitation to Dresden organized by Mr. Kuntze. This is a person who created
the brewing technology. Visiting him was extremely impressive. He
gave us his books with his own signature. I am happy with everything.
These were unforgettable four months for me. We gained and accumulated good knowledge and experience, which will surely be of great
help in future. Our expectations came true!

#5. 2011

personali / HR

NATAKHTARI Diary

THE EFES GEORGIA STAFF RETURNED WITH IMPRESSIONS

2011 ,
ISO 17025 . 15 .
. ,
, - .
,
, .
: , , , ... -,
. , . . , - (
). , , - , . , , , - .

In January 2011, a training on Laboratory Managment System ISO

17025 was organized in India. Representatives of 15 countries participated in the training.
This was a very interesting and diverse training session. It was
important from another viewpoint too since we had a chance to see
and get acquainted with the Indian culture, said Marina Chigladze, a
head of the Quality Assuarance Chief of Efes Georgia.
India is a wonderful country where you will surely meet with extreme poverty and wealth, dirt and beauty. There are many wonders
there: monasteries, mausoleums, emperors palaces, an observatory,
and Taj Mahal, which is a symbol of eternal love between a man
and a woman. All these are places in a huge cypress garden where
you enter via a nice gate. This gate is considered to be a symbolic
entry to paradise. Behind the gate you see white and cream colored
mausoleum-mosque (it changes the color several times a day). You
have a feeling that you are in a dream, looking at this wonder hanging
somewhere in the sky and think that you must fly there too. This a
wonder, indeed and you once again become convinced that only love
can provide you with the strength and imagination to create such a
wonder named Taj Mahal.

, - ...

THE WONDER NAMED TAJ MAHAL...

#5. 2011

17

 dRiuri

,
, ...
... . .

WE ARE TOGETHER, SO
WHAT THERE IS WINTER...
New TV commercial from Natakhtari... Shooting was
done in Bakuriani. Director of advertisement Beka
Jguburia.

18

#5. 2011

Cveni brendebi / Our Brands

 dRiuri

me<nataxtari / I<NATAKHTARI

, .

.
.

.

.
, .
, ,
.
. .
2-
1,5- . 0,5- . , , , , .
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.
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, . ,

.
GOGA SIMONISHVILI
Commercial Director of G-Mart
The volume of beer is significant within G-Mart supermarket network and it is equally redistributed among the categories of alcoholic

20

beverages. Natakhtari production has a leading position in the local

beer segment. The leadership is conditioned by the companys goaloriented policy, efficient pricing and proper marketing communications.
The advertising campaign We Are Together, So What There Is
Winter played an important role and sale of beer increased during
Winter.
The leading position of Natakhtari in G-Mart supermarket chain is
conditioned by variety of brands and sub-brands. Among them the
greatest demand is for Natakhtari 2 liter, and Natakhtari Kasris 1,5 liter
packs. Natakhtari Kasris 0,5 liter-packs are in great favor as well. Apparently, purchase of large quantity of beer is of great priority among
Georgian customers since they drink beer mostly among their friends,
in general.
With regard to Natakhtari Lemonade, its share among soft, natural and carbonated drinks equals to 20%. The company has a leading
position in this segment too.
Any type of marketing activities carried out by the company is directly and proportionally reflected on sales. The voice of a child in the
commercial Do You Want Natakhtari Lemonade? created positive
feelings among our consumers. For me Natakhtari is associated with
lemonade since I am not a fan of beer. However, my friends and me
always take into account Natakhtaris offers and choose Natakhtari
among all other Georgian beer.

, -
. .
.
. , -

#5. 2011

me<nataxtari / I<NATAKHTARI

NATAKHTARI Diary

Under this heading we try to find out an opinion about Natakhtari of those people who play
significant role in creation of, and delivery to customers the Natakhtari brand. For the fifth
issue of Natakhtari Diary we decided to learn the attitude of representatives of Tbilisi supermarket networks to our product
, . .
. ,
,
.

.
. ,
. . , , ,
. .
, . . , .
LIKA MIKAUTADZE
Head of Marketing Communications
Department of Populi
I am happy that the company Natakhtari is one of the most important partners of Populi. The relationship between us is established
very simply and without any impediments. Natakhtari managed to find
its niche on the market. At present, Natakhtari is most appreciated and
reliable producers of not only in beer but also in lemonade industry in
Georgia. Customers enjoy drinking Natakhtari.
This appreciation is confirmed with the company sales among the
Populi supermarket chain. With regard to Natakhtari Lemonade, it is a
serious competitor of other carbonated soft and natural drinks.
I like the companys attitude to consumers. Each of their communication is built on emotional bases. In Georgia, beer was considered
as summer drink. The company Natakhtari has easily destroyed this
stereotype through correct communications. So What There Is Winter became a slogan of beer drinking in Georgia. This deserves sincere respects.
As for me, I like Karva beer. It is soft and is rather good for women.
With regard to lemonade, I give specific priority to the lemon flavor.


,
. - , .
. . , ,
75%-
.
56%-

#5. 2011

. 120-150% .
, .
? . . , ,
.
TAMAR GELANTIA
Head of Marketing Department of Goodwill
Our company always tries to support producers of Georgian goods
and maximally encourage them. The Natakhtari company is one of the
best Georgian brands and Goodwill is a sincere fan of it.
Our consumers are loyal to Georgian products. This is confirmed
by the sales index too. According to a quantity of bottles sold in Goodwill, Natakhtari is a leader, while its share of sales among Georgian
beer equals to 75% and retains its definite leadership on a stable basis. Among lemonades, Natakhtari is on first place too according to
sales index of 56%. During Summer, the Natakhtari sales significantly
increase and grow by 120-150% as compared to other periods.
My emotional relationship with Natakhtari brand looks like a flirt
on this stage but it has a chance to become devotion.
What is Natakhtari for me beyond the office? I recall the commercial
of Karva in connection with this question. My friends frequently repeat
the topic of this commercial. They are devoted consumers of your company and because of this Natakhtari is intruded into my life too.

21

 dRiuri

socialuri pasuxismgebloba / Social Responsibility

!
-
.
17 ,
, , . . 26
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.

(26-) .
. ,
, ,
.

.
29 , - , . , ,

. 1:0 .
.
, .

22

socialuri pasuxismgebloba / Social Responsibility

NATAKHTARI Diary

EVERYBODY TO THE NATIONAL STADIUM!

Fans of the football match between Georgia and Croatia
were mobilized from regions too.
On March 17, two groups of representatives of the Georgian Sport Fans, with the support of the company Natakhtari,
left for regions from the Rose Revolution Square. They were
supposed to meet active fans on spots. Main objective of this
action was to mobilize the National Football Team fans for
Georgia vs. Croatia match on March 26.
We booked tickets for supporters coming from regions in
our sector (#26) in advance. Through this action we gave them
some comfort and solved ticket problems. On our request, the
local municipalities and the company Natakhtari provided free
buses and transportation for fans. Fans were also provided
with special white T-shirts, said Amiran Urushadze, a board
member of Georgian Sport Fans.

GEORGIAN SPORT FANS MEETING AT

TBILISI EVENT HALL
It has already become a tradition of the Company Natakhtari to jointly support our National Football Team away matches. This was the case on March 29 too. Fans of the National
Football Team gathered at the Tbilisi Event Hall to watch Georgia vs. Israel football game. After playing with Croatia the National Team gained a real chance to play on the European
Championship. Because of this encouraged supporters were
looking forward to this match with doubled enthusiasm. Our
team lost this tense game with the score 1:0. The fans did not
give up hope and were looking forward to future matches of
the National Team.
Despite this defeat , Georgian Sport Fans met Georgian
football players at the airport.

 dRiuri

siaxleni / News

. 23 .

. .
, .
, 2011 160 000 .

, : . . , .
, .

, : , , ,
. ,
, .

, : , . .

. .
, .

, : . 2008 . 2011
. , 160 . , .
!

24

#5. 2011

siaxleni / News

NATAKHTARI Diary
Natakhtari Karva will be a general sponsor of Georgian Basketball Federation and the National Team for three years. A respective Memorandum was signed between the Georgian Basketball Federation and company Natakhtari on February 23.
The Memorandum was signed by Besik Liparteliani, President
of the Georgian Basketball Federation and Tornike Nikolaishvili,
Marketing Manager of Natakhtari. Mr. David Namgalauri, Deputy
Minister of Sports and Youth Affairs and Anatoli Boisa, a member
of Georgian National Basketball team attended the ceremony.
Pursuant to the above stated Memorandum, Natakhtari Karva
will cooperate with the Basketball Federation and the National
Team within the period of three years. According to the Marketing
Manager of the company, Natakhtari will spend GEL 160,000 for
the development of Georgian basketball in 2011.
BESIK LIPARTELIANI, President of Basketball Federation: I
am glad that this agreement was signed with Natakhtari. Their
support is undoubtedly very important for the National Team. Boys
will make all efforts to play adequately at the European Championship and pass the first group stage. Natakhtaris support will be
a great help for our team and for the development of basketball in
the country in general.
ANATOLI BOISA, a member of the National Team: It is a
great pleasure that such a strong company like Natakhtari expressed its desire to help our team. Since summer, it will be strug-

NATAKHTARI KARVA
BECAME A GENERAL
SPONSOR OF GEORGIAN
BASKETBALL FEDERATION
AND THE NATIONAL TEAM

gling for our future victories as a member of the team.

DAVID NAMGALAURI, Deputy Minister of Sports and Youth
Affairs: The Georgian National Basketball Team gained the right
to participate in the European Championship without having a
sponsor. Because of this the action taken by the company Natakhtari is very important for the Basketball Federation. It is a threeyear contract and the Federation will receive quite a significant
amount during the first year. This contract will be a good incentive
for the National Team to play successfully on the European Championship. We are grateful to the company Natakhtari for their active support of Georgian sport.
TORNIKE NIKOLAISHVILI, Marketing Manager of Natakhtari company: The company Natakhtari has been actively trying
to help Georgian sports. This can be proved on the bases of sponsorship memoranda formed by the company with the Georgian
Football Federation and Rugby Union in 2008. In 2011, Natakhtari is becoming a general sponsor of Georgian Basketball Federation too. According to the agreement, the Federation will receive
GEL 160,000 from the company in this year. It is noteworthy that
the contract implies bonus system as well. We wish success to
our National Team at the European Championship.

#5. 2011

25

 dRiuri

SUCCESS IN CAREER
We congratulate our colleagues on new
appointments and wish them professional growth

JANUARY

Lebanidze Giorgi

Sales Representative

Mamporia Avtandil

Sales Representative

Chikovani Kakhaber

Sales Representative

Oragvelidze Vladimer

Sales Representative

Jikidze Irakli

Sales Representative

Kirvalidze Temur

Sales Representative

Zakaraia Ioseb

Sales Representative

Chirakadze Irakli

Sales Representative

Patashuri Nikoloz

Sales Representative

Khurtsilava Dato

Sales Representative

Gaprindashvili Mirza

Sales Representative

Tarielashvili Manuchar

Sales Representative

Janjgava Giorgi

Sales Representative

Tevdoradze Akaki

Sales Representative

Dzneladze Akaki

Sales Representative

Chimakadze Zurab

Sales Representative

Chavchanidze Giorgi

Sales Representative

Chkheidze Mamuka

Sales Representative

Kochlamazashvili Soso

Sales Representative

Sadzaglishvili Gia

Sales Representative

Kveselava Zurab

Administration Specialist

Charigogdishvili Nana

Administration Assistant

Gogoberishvili Nana

Trade Marketing & Merchandising

Specialist

()

Mikeladze Nino

Brand Supervisor (CSD)

Kobakhidze Temur

Tech. Department Specialist

Kenkadze Ekaterine

Chemist

Tikurishvili Irakli

Automation Supervisor

Bregvadze Vladimer

Utility Foreman

Zangurashvili Mamuka

Boiler Operator

Ovashvili Kakha

Compressors Operator

FEBRUARY

Robakidze Giorgi

Safety Engineer

Gulbani Giorgi

Export Specialist

Garsevanidze Davit

Sales Representative

Baratashvili Tamar

Assistant To Logistics Department

. . .

Dvalishvili Ana

Secretary to GM

Turashvili Giorgi

Sales System Specialist

Chakaberia Malkhaz

Export Supervisor

Kokashvili Zviad

Glass Line Washing Machine Op.

Nikolaishvili Davit

Can Line Depaletizator Operator

Bujgulashvili Zurab

Compressors Operator

Nemsadze Guranda

Assistant To Marketing Department

CONGRATULATIONS

8 , ,
, .

26

Naniko Nakhutsrishvili, second child of Paata Nakhutsrishvili,

Assistant to the head of filling department, was born on March 8.

#5. 2011

T
n
e
g
d
i
g
warmo
MEVLUDI KAPIANIDZE

...

Advices and interesting stories about

beer and not only about beer

BEER SUITS FOOD

Beer is very good for food because of var-

ious complex flavor existed in it, cooling prop-

erties and mutual effect of food on different

taste;

Coupling of food and beer takes place in

, -

consideration of suitability of food taste for

the beer flavor. Some individuals may not

know that beer is one of the best pairs of

, -

cheese.

.
:

Whatever you eat, whether it is fresh

, ,

cheese, pizza, sandwich or goat cheese sal-

ad, in any event beer is the best drink with all

of them!

They say that people who have two pints

, -

of beer a day feel far more healthier and hap-

,
.

!

#5. 2011

pier than those who follow sober way of life;

We have the right to say - drink beer and
be happy!.

27

NEXT ISSUE WILL BE BETTER!

1. ?

What are your comments with respect to this issue of magazine?

2. , ?

Which additional topics or rubrics would you like to see in the next issue?

, , :

e
es.g
f
e
@
iary
d
i
r
a
kht
a
t
a
n

Please put your comments, remarks and advices in the special box on the ground floor of the administrative building or send it via e-mail:

dRiuri