Birra Tirana

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Birra Malto was privatized in 2001. The company used to produce 5,000 tons a year prior to the privatization, while it is currently producing around 13,000 tons, with exports going to Kosovo and the United States. Birra Tirana accounts for a large percentage of all beers sold in Albania, up to 30% by some accounts, making it one of the largest products made in Albania.

History

Birra Tirana along years For the first time the production of the beer in Albania has began in the year 1938, with a capacity around 8000 HL in year. In these years the beer was known only a little bit by Albanians, because the traditional drinks were wine and brandy. After the Second World War, Albania began to build the grocery industry, which was imported generally from the countries of ex-socialist camp. In the year 1960 was build Birra Tirana, as a factory with capacity 70000 HL/year, with a Russian production technology and the first specialsts were qualified in the Soviet Union. It produced beer of the type blond pilsen and dark one in 0.5L bottles in woody case and 50L butt. Birra Tirana has been a component part of ex-Grocery Combine "Ali Kelmendi". Together with the beer factory, was build even the malty factory, which till the year 1983, did the furnishing with malty to the beer factory. Barley was produced especially in the zone of Korca, while Lupolo was cultivated in Pogradec. The water used for the production of the beer has always been from the Selitas fountains. As result of the increased of the market?s request for beer, in the year 1983 was done the reconstruction of Birra Tirana increasing its capacity till 150000 HL/year, and was improved the technology with German and Swedish machinery.

Inasmuch, in this period, there was a centralized economy, Birra Tirana was distributed in the 2/3 of the country, except the south-east part of Albania, that was furnished by Birra Korca. After the year 1983, around 50 percent of malty began to be imported. Together with the changes in politic, even with the liberalize of the market, in Albania, were introduced different kind of beers, which were imported from the neighboring countries. As result of the image of these products, but even of the economic destruction, political and social chaos, the production and the sale in the years 1990-1992, descended in mass of 4 percent. As result of the reform of economic decentralization, that the Albania Government undertook, the grocery combine "Ali Kelmendi" was disingrated in some separately establishments and the factory of Birra Tirana, passed as an independent establishment, with distinctive balance, registering under the name The establishment of the Production of Birra Malty, but the product?s brand did not changed. In the year 1993, with the grant of BE, via the Phare programme, were claimed 1000000 ECU, for the furniture with raw material (malty, lupolo), packages (bottles, cases), and also exchanges for the brush up to work of this factory. Birra Tirana began to compete successfully in market and its financial condition began to improved, creating such incomes, that not only liquidate in the state budget the fund about 100000ECU, but even accomplishing further investments with machinery tooken in Germany, for the filling line, packing, grinding, CO2 gas, filtration, furnaces, compressors for refrigeration, and even the lines of circulation of the beer and brine, all in steel. In this period was paid a special attention to the Marketing and to the analysis of the market in particular, with the help of the English specialists, Dutch and German. In base of this analysis, Birra Tirana created its strategy, improving evidently the image in market, via packing, publicity and promotion improvement, the enlargement of the distribution canal all over Albania, even competing with lower prices than import. Also the security standard was increased for the consumers, growing the long-life of this beer 6 months till 1 year via tunnel pasteurization. The establishment of the production of Malty Beer, passed in Albania with limited liability (Sh.p.k). Meanwhile in 2000, it returns in shareholder Fellowship "Birra Malty" Sh.a, with the capital 100 percent of the state. This was a step forward its denationalization. It can be said that, in the attended strategy by Albanian State against Birra Tirana, won the idea that the denationalization of the establishments in Albania would be more efficient, putting them in efficiency and not destroying them. In April of 2001, "Birra Malty" Sh.a was denationalized by 10 Albanians shareholder whom have got 96 percent of the share holds, 2 percent the owner of the terrain and 2 percent the workers. With its reorganization, and the breath, that brought the 10 main shareholders, which had a long successful experience with their business, about the alteration of the work mentality and all these followed by business plans and by clear strategy of development, "Birra Tirana" has initiate to become the main beer in the Albania market. It is not traded only in Albania already, but even in Kosovo and America. This leap as consequence of the enlargement of the dimensions of the market, getting out by a market in the geographic sense "inside confines", in an all-Albanian market, having the intention, that the market of Birra Tirana to be there where the Albanians live.

Awards

In the World Quality Commitment, Birra Tirana awarded with the International "Platinum Star for Quality" Price among businesses participated from 132 countries. This price was handed over to Mr. Luan Bregasi (head of supervisory committee of Birra Tirana) from Executive chairman of Business Initiative Directions (BID), Mr. Jose E. Prieto. One year after receiving the International Award for Excellence and Business Prestige in the summit of quality held in New York, Birra Tirana demonstrates a successful history of development. Such awards increase the image of Albanian products, which have passed now into a new dimension, that of exporting in Western markets. Increased attention of our company toward quality and marketing of its products started when Birra Tirana was presented successfully in Kosovo, USA and lately in UK markets. In the meantime, improvement of distribution channels in the country aiming to increase the presence of Birra Tirana in domestic market, and by introducing the system of urban pre-selling. This project is realized in cooperation. During this year it has applied for ISO and HACCP standards. Exports of Birra Tirana are done based on the strategy of the company, supported by the Export Promotion Agency and the UN Development Program. Soon investments will focus of the production of canned and light beer, where the market shows a big interest. The biggest beer producing company in Albania, considering these achievements as very important participates in the trade fair ?Ekspo Prima 2004" to be closer to its clients and to inform visitors, media and other participating businesses.

External links

* [http://www.birratirana.com Official Website of Birra Tirana] (in Albanian|English)
* [http://www.riverviewendo.com.au/beer/BirraTirana.jpgPhoto]
* [http://www.panorama.com.al/20031017/faqe11/1.htm Article from "Gazeta Panorama"] (in Albanian)
* [http://www.biznesi.com.al/index.php?page=shownews&newsID=22310 Article from "Biznesi"] (in Albanian)