The representatives of naturally fermented or real kvass in the Latvian beverage market – SIA “Ilgezeem” (“Iļguciema kvass”) and JSC “Cēsu alus” (“Ulmaņlaiku kvass”) – are launching an informative media campaign for the purpose of consumer education.
A campaign has been launched in print and electronic media with the aim of informing consumers how to distinguish real, naturally fermented kvass from a kvass-flavored drink. The television campaign clearly shows specific product brands, which are conditionally divided into two groups on the Latvian market.
At the end of 2009, SIA “Ilgezeem” and JSC “Cēsu alus” initiated the adjustment of legislation, which would allow buyers to clearly distinguish fermented kvass from kvass drinks, which differ significantly in terms of composition and production process. Legislation is currently developing requirements that would define kvass as a separate group of non-alcoholic beverages and regulate the use of the name “kvass” in beverage labels. Thus, the aim of said manufacturers is to achieve a fair treatment for consumers, without misleading them and ensuring fair competition between product manufacturers and distributors.
As Roberts Wolff, a member of the board of SIA “Ilgezeem”, has already mentioned: “Buyers should make it as easy as possible to make a choice and classify products, similar to how the definitions of “cream” and “cream product”, “butter” and “fat mixture” have already been introduced. If the buyer has received accurate information about the product, then he can fully make a decision on choosing a product of the appropriate price category and classification.”
The information campaign in the media is the next step in informing and educating consumers – currently the range of products is wide and the buyer must make a choice by studying detailed information on the product, which does not always provide a complete picture. Therefore, with the help of the campaign, consumers will be provided with open information about the classification of products on the Latvian kvass market.
Gustavs Zatlers, director of sales and marketing of JSC “Cēsu alus”: “Things must be called by their right names; buyers must know the facts about the products they are buying, so that they can make an adequate and objective choice for their needs.”
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