Have you ever wondered what people drink in Kazakhstan, deep in the heart of Central Asia? The answer is more surprising than you might imagine. From classic Soviet-era kvass to natural mineral water infused with “light water” technology, and even new Asian-style rice beer, the beverage landscape here is expanding rapidly. Behind this transformation is intense competition among over twenty local and international giants, who are not only satisfying domestic demand but also bringing the unique flavors of Central Asia to the rest of the world.
1. Coca-Cola Almaty Bottlers, https://www.coca-cola.com/kz/ru
I. Company Profile & Year Founded
Coca-Cola Almaty Bottlers (ТОО СП «Кока-Кола Алматы Боттлерс») is the authorized Coca-Cola bottler in Kazakhstan and a subsidiary of Turkey-based Coca-Cola İçecek (CCI) Group. The company is one of the largest fast-moving consumer goods (FMCG) enterprises in Kazakhstan, operating multiple modern production bases primarily engaged in the production and sale of carbonated and non-carbonated beverages.
Aspect Details
Year Founded 1994 – initially managed directly by The Coca-Cola Company (USA)
Ownership Change 2008 – Coca-Cola İçecek (CCI) of Turkey acquired 100% of the shares, making it part of CCI’s global network
Parent Company Background CCI operates 36 plants across 12 countries; Kazakhstan is one of its key markets
Company Headquarters Almaty, Kazakhstan
Workforce Over 750–900 employees
II. Production Bases & Expansion
The company currently operates and is developing a total of 4 production bases across Kazakhstan:
Plant Location Status / Commissioned Investment & Capacity Notes
Kokozek, Almaty Region Operational (expanded 2005) 10 production lines Earliest production base
Astana Plant Operational (commissioned 2016) — Serves northern market
Shymkent Plant Operational (around late 2024) ~US$53 million —
Aktobe Plant Under construction (approved late 2025; construction planned 2026) ~US$83 million (Tenge 41.9 billion); design capacity 280 million liters/year; expected to create 120 jobs —
III. Main Beverage Products
The company’s product portfolio is very broad – covering global brands as well as well-known local Kazakh brands:
Category Brands
Carbonated Soft Drinks Coca-Cola (classic and zero sugar), Fanta (including lemon flavor), Sprite, Schweppes
Bottled Water BonAqua
Tea Beverages Fuse Tea, Dogadan (Turkish tea brand)
Energy Drinks Burn, Monster
Juices / Others Piko (acquired local Kazakh brand), Costa Coffee (ready-to-drink), Powerade (sports drink)
IV. Key Marketing & Promotion Strategies
The company employs a combined marketing model in Kazakhstan featuring large-scale offline retailer partnerships + mobile engagement – with frequent activations specifically at the Magnum retail chain.
Specific Promotional Case Studies:
Campaign Period & Scale Mechanism Prizes / Mechanics
“Picnic with Coca-Cola” June 26 – August 6, 2025 Purchase 1L Coca-Cola, Fanta, Sprite, or Fuse Tea – scan code via Magnum Club mobile app for game chances Points-based sweepstakes
“Win ZEEKR with Coca-Cola” August 1 – November 6, 2024 Purchase designated products (primarily 1L) – use Magnum membership card at checkout ZEEKR car and other high-value prizes
Promotional Strategy Summary:
Characteristic Description
Core Retail Partner Deep/exclusive cooperation primarily with Magnum Cash & Carry (a major supermarket chain in Kazakhstan)
Digital Engagement Highly reliant on mobile app (Magnum Club) for code scanning, points accumulation, and sweepstakes – attracting younger consumer segments and enhancing user stickiness
High-Value Incentives High-value prizes (cars) create buzz, rapidly elevating brand visibility and driving sales volume
Seasonal Themes Campaigns typically tied to summer (picnics), holidays, and other seasonal occasions – reinforcing consumption scenario associations
V. Core Insights & Summary
Dimension Key Information
Market Positioning Key market for Coca-Cola İçecek (CCI); wholly-owned subsidiary of CCI since 2008
Year Founded 1994
Production Scale 4 facilities (2 operational + Shymkent + Aktobe under construction); 10 lines at Kokozek plant
Recent Investment US
53million(Shymkent);US53million(Shymkent);US83 million planned (Aktobe)
Product Portfolio Full Coca-Cola portfolio (CSDs, water, tea, energy, juice, sports drinks) plus local brand Piko and Turkish Dogadan tea
Key Differentiators Magnum retail chain deep partnership; mobile app-driven consumer engagement (Magnum Club); high-value sweepstakes (ZEEKR car); seasonal campaign focus (summer picnic theme)
2. RG Brands, https://rgbrands.com/
I. Company Profile & Year Founded
RG Brands is a leading beverage and food producer in Kazakhstan and Central Asia, serving as the exclusive bottling partner for PepsiCo in both Kazakhstan and Kyrgyzstan. With over 30 years of history, the company has successfully transformed from an importer-distributor into a regional brand innovator. Its product portfolio spans fruit juices, bottled water, carbonated soft drinks, tea, milk, and energy drinks.
Year Milestone Description
1994 Company Founded Initially established by Resmi Group Limited – primarily engaged in the import and distribution of food and beverage products
1998 Strategic Transformation Recognizing the high transportation costs and expensive retail prices of imported products, the company decided to shift toward local R&D and production. Signed an agreement with Swedish packaging giant Tetra Pak – acquiring aseptic filling equipment and technology
1999 First Own Brand Launched Commenced production in Almaty – launched “Da-Da” brand natural juice in 12 initial flavors, achieving rapid market success. Signed an agreement with PepsiCo in the same year – obtaining exclusive bottling and distribution rights for its products in Kazakhstan – a critical turning point in the company’s development
2006 Group Restructuring Established RG Brands Kazakhstan – integrating multiple production companies under the group into a unified operating entity
2019 Sale of Non-Core Business Sold the “Grizzly” chips business – further focusing on the core beverage business
II. Production Bases
The company operates multiple modern production facilities across Kazakhstan, forming a production network covering both the north and south:
Core Production Base – Aksengir Cluster (Almaty Region): The company’s largest and most central production and logistics hub.
Facility Details
Aksengir-1 Commissioned in 2009 – the largest production and logistics complex in Central Asia at the time
Aksengir-2 Completed and commissioned in 2024 – total investment exceeding US$33 million – introduced advanced aseptic cold filling lines capable of producing beverages without preservatives
Total Capacity The cluster covers 21 hectares – annual production capacity already exceeding 1 billion liters – expandable to 2 billion liters
Other Production Facilities:
Facility Location Role
Almaty City Plant Almaty One of the company’s earliest production bases
Kostanay Plant Kostanay (northern Kazakhstan) Primarily supplies northern and surrounding markets
III. Main Beverage Products
RG Brands has a diversified brand portfolio – including both own brands and licensed international brands. According to its 2023 annual report, the main product lines are:
Category Own Brands Licensed Brands (Primary)
Juices & Juice Drinks DaDa (core brand), Gracio, Nectar Solnechny —
Carbonated Soft Drinks LeGracio, Nectar Solnechny (carbonated version) Pepsi, 7UP, Mirinda
Bottled Water A’SU (core brand), A’SU VO! —
RTD Tea Piala Iced Tea, Da-Da Leto Lipton Iced Tea
Leaf Tea Piala (granulated, leaf tea, tea bags) —
Milk / Dairy Drinks Moë (UHT milk) —
Energy Drinks Yeti, Lavina (new 2025 launch) —
New Beverages AVA (lemon soda), Salam Premium Cola (new 2025 premium cola) —
Note: Approximately 25% of the company’s products are exported – primarily to Kyrgyzstan, Uzbekistan, Russia, China, Mongolia, and Tajikistan.
IV. Key Marketing & Promotion Strategies
RG Brands’ promotional strategy emphasizes digital marketing, offline experience integration, and product innovation – with a particular focus in recent years on building “local brands.”
Strategy Description
“7 Stars” Strategy & Local Brand Strengthening The company’s current core strategy – aims to make strong Kazakh local brands the first choice for Central Asian consumers. Salam Premium Cola and AVA are new products launched under this strategy – competing directly with global brands in the local market
Multi-Region Localized Marketing Adopts a “multi-region strategy” – conducts customized marketing campaigns tailored to specific consumer preferences across different regions of Kazakhstan as well as export markets such as Kyrgyzstan and Uzbekistan
Point-of-Sale Equipment & Cold Chain Efficient cold storage: Large-scale deployment of energy-saving coolers (72% lower electricity consumption) at retail points – ensuring cold drink visibility and quality. Post-mix systems: Promotes post-mix beverage systems – capable of reducing plastic usage in beverage sales by up to 70%
Digital & Innovation-Driven Digital campaign activation: Engages consumers through social media and mobile apps – sweepstakes and code-scanning activities. AI technology adoption: Plans to integrate artificial intelligence into core business functions – training employees in data analytics and processing to improve operational and marketing efficiency
V. Core Insights & Summary
Dimension Key Information
Market Positioning Leading beverage producer in Kazakhstan and Central Asia; exclusive PepsiCo bottling partner for Kazakhstan and Kyrgyzstan
Year Founded 1994
Ownership Subsidiary of Resmi Group Limited (founded 1994; transformed to local manufacturing 1998)
Production Scale 4 facilities – Aksengir cluster (21 hectares; >1 billion liters/year capacity, expandable to 2 billion liters) + Almaty + Kostanay
Recent Investment US$33 million+ for Aksengir-2 (aseptic cold filling line) – commissioned 2024
Product Portfolio Own brands: DaDa (juice flagship), A’SU (water), LeGracio (CSDs), Piala (tea), Moë (milk), Yeti/Lavina (energy drinks), AVA/Salam Cola (new 2025); Licensed: Pepsi, 7UP, Mirinda, Lipton
Export Share ~25% of products exported – Kyrgyzstan, Uzbekistan, Russia, China, Mongolia, Tajikistan
Key Differentiators “7 Stars” local brand strategy (Salam Premium Cola, AVA); energy-efficient coolers (72% less electricity); post-mix systems (70% plastic reduction); multi-region localized marketing; AI integration planned
Recent Launch (2025) AVA (lemon soda); Salam Premium Cola; Lavina (energy drink)
3. Global Beverages (Asia Waters), https://www.asiawaters.com/
I. Company Profile & Year Founded
Global Beverages (Asia Waters) is one of Kazakhstan’s largest producers of natural mineral water, soft drinks, and vodka, having established a premium brand image through its unique water sources and the concept of “light water.”
Aspect Details
Legal Registration Asia Waters (legal entity: TOO «Азия СУ») – officially registered in early 2016
Group Restructuring In 2020, the company was upgraded to Global Beverages Group as part of a plan to realize large-scale production and trading projects. However, Asia Waters remains widely used as the brand name in day-to-day operations
Business Origins The company’s history began over 30 years ago (circa 1990s) when a team of Soviet hydrogeologists discovered unique deep mineral water resources near the Burabay National Park and subsequently decided to commercialize their findings
Headquarters & Scale Holding headquarters located in Almaty; core production base in Kokshetau. The company employs 1,135 people nationwide
Industry Position Recognized as a flagship enterprise of Kazakhstan’s beverage industry, possessing a unique indoor natural mineral water deposit
II. Production Bases
The company’s core production base is the “Kokshetau Mineral Waters” (Кокшетауминводы) plant in Kokshetau – a technological leader in Kazakhstan’s beverage industry with over 25 years of operating history.
Aspect Details
Site Area 3.9 hectares
Facility Configuration 5 specialized plants (water bottling, large-format water bottling, carbonated beverages, non-carbonated beverages, PET packaging) + modern logistics center + dedicated railway line
Production Equipment Automated production lines from global leading suppliers including Germany’s Krones and Italy’s Sidel
Core Technology Nano-scale microbiological filtration system from Germany’s PALL – purifies while preserving the water’s natural characteristics and beneficial components
Production Capacity Approximately 163 million bottles per year – filling speed of 56,000 bottles per hour
Water Sources: The company has three main natural mineral water sources:
Source Used For
Bukpa Produces “Turan” brand water
Kulager-Arasan Produces “Kulager” brand water
Kenetkol Produces large-format bottled water and vodka
III. Main Beverage Products
Global Beverages (Asia Waters) product portfolio spans water, soft drinks, and spirits – emphasizing the health concept of “pure source” and “low deuterium content.”
Category Brand Name Key Features / Water Source
Premium Mineral Water TURAN Sourced from Bukpa. Features “low deuterium” content – so-called “light water” – believed to be beneficial for metabolism. Available in 0.5L, 1L, 1.5L, 5L, and 19L formats
Therapeutic/Health Water KULAGER Sourced from Kulager. Contains multiple bioactive trace elements including iodine, selenium, zinc, and fluorine – aids in heavy metal elimination
Vodka ХАОМА (Haoma) Sourced from Kenetkol. Kazakhstan’s first vodka produced using natural mineral water as the base
Soft Drinks Brand name not separately listed Includes lemonade, iced tea, and kvass – all produced using Bukpa’s “light water” as the base
According to 2021 data, the company produced 61.1 million liters of alcoholic beverages, 180 million bottles of water, and 150 million bottles of soft drinks annually.
IV. Key Marketing & Promotion Strategies
Global Beverages (Asia Waters)’ core marketing strategy does not focus on mass media advertising bombardment. Instead, it emphasizes water source ecological protection, scientific endorsement, and premium positioning.
Strategy Description
Scientific Concept & Source Traceability Marketing Promoting the “low deuterium” (“light water”) concept – emphasizing that the water originates from ancient glaciers dating back tens of thousands of years and is treated through advanced nano-technology to retain beneficial components. This approach builds a professional brand moat, appealing to health-conscious premium consumers
Internationalization & Premium Strategy Actively advancing internationalization – previously reported to be planning entry into China, Southeast Asia, and the Persian Gulf markets. Launched the premium vodka brand “HAOMA” – explicitly targeting the premium spirits market segment
Production Capability & Quality Endorsement In official communications, the company showcases its advanced production facilities in Kokshetau (Germany’s Krones, Italy’s Sidel equipment) – emphasizing that its water quality has been considered for cosmonaut supply – serving as a powerful quality endorsement
Brand Matrix Strategy Building a clear multi-brand matrix – deeply associating different water sources with specific brands (Turan, Kulager, Haoma) and functional benefits (daily hydration, therapeutic health, premium spirits) – covering different market segments through differentiated brand positioning
V. Core Insights & Summary
Dimension Key Information
Market Positioning One of Kazakhstan’s largest producers of natural mineral water, soft drinks, and vodka; flagship enterprise of Kazakhstan’s beverage industry
Legal Registration Asia Waters (TOO «Азия СУ») – registered early 2016; upgraded to Global Beverages Group in 2020
Business Origins Founded by Soviet hydrogeologists who discovered unique water sources near Burabay National Park (~1990s)
Production Scale Kokshetau plant: 3.9 hectares; 5 specialized facilities; Krones & Sidel lines; 163 million bottles/year; 56,000 bph filling speed
Product Portfolio TURAN (premium “light water” mineral water – low deuterium); KULAGER (therapeutic – iodine, selenium, zinc, fluorine); HAOMA (vodka – Kazakhstan’s first using natural mineral water base); soft drinks (lemonade, iced tea, kvass)
Key Differentiators “Light water” (low deuterium) scientific concept; nano-filtration technology (PALL Germany); water quality considered for cosmonaut supply; internationalization ambitions (China, Southeast Asia, Gulf markets); brand matrix (source → brand → function)
Workforce 1,135 employees nationwide
Production Data (2021) 61.1 million liters (alcohol); 180 million bottles (water); 150 million bottles (soft drinks)
4. Caspian Beverage Holding, https://cbh.kz/
I. Company Profile & Year Founded
Caspian Beverage Holding (CBH) is one of Kazakhstan’s most historic beverage enterprises, renowned for its iconic “Authentic Buratino” lemonade and “Kompotay” juice drinks, which hold leading positions in the local market. The company is also actively expanding into export markets.
The company’s history dates back to 1964, with the legal entity formally registered on January 11, 1989. CBH is a major producer of beer and soft drinks in Kazakhstan, primarily engaged in creating and promoting alcoholic and non-alcoholic beverage brands, as well as developing product recipes.
Key Timeline:
Year Milestone
1964 Historical origin of the company’s operations
January 11, 1989 Company formally registered as a legal entity
2005 Reorganized as a Joint Stock Company (JSC)
Headquarters & Scale: Headquarters located in Almaty. As of 2023, the company’s publicly disclosed workforce was approximately 150–200 employees.
II. Production Bases
CBH operates two main production facilities in Kazakhstan, forming a nationwide supply chain network:
Facility Location Role
Almaty Plant Almaty Core production base, located at the company’s headquarters
Astana Plant Astana Serves northern and central markets
Additional Infrastructure:
Export Distribution Center: Chelyabinsk, Russia
Sales Coverage: Nationwide Kazakhstan, plus Russia, Kyrgyzstan, and China’s Xinjiang region
Almaty Plant Infrastructure:
According to official records, the Almaty facility comprises an extensive campus including:
Facility Type Description
Production Buildings Lemonade workshop (constructed 1960, reconstructed 1997), beer bottling workshop (1964, reconstructed 1997), brewing workshop (1960), syrup preparation area
Support Buildings Administrative building (1981, reconstructed 1996), sales department (2001), compressor station (1964), grain elevator (1964)
Warehouse & Logistics Packaging warehouse (1981), tare warehouse (1964), oxygen cylinder storage
Utilities Laundry facility, weighbridge canopy, rail access
III. Main Beverage Products
CBH’s product portfolio covers both soft drinks and beer. According to market data, the company holds a 20% market share in carbonated sweet drinks (CSD) and a 7% market share in juice drinks, with products available in 90%–100% of retail outlets.
Category Key Brands / Products Characteristics & Market Performance
Soft Drinks Lemonade Nastoyaschyi Buratino (Authentic Buratino Lemonade) Core flagship product – 20% market share. Uses Tien Shan spring water. No colorants, sweeteners, or flavor substitutes. All ingredients are natural – described as “tastes like from childhood”
Juice Drink Kompotay 7% market share. Made from real fruit, natural juice base, and contains natural fruit fiber (Fibregum B). Available in 0.5L, 1L, and 1.5L sizes
Beer Almatinskoe Zhigulevskoe (Almaty Zhiguli) Classic barley beer – light barley malt with subtle hop bitterness. Beer accounts for approximately 35% of the company’s sales
Almatinskoe Yachmennoe Barley-based beer
Zhigulevskoe Exportnoe Export-oriented Zhiguli beer
Key Product Features – Buratino Lemonade:
Specification Price (indicative) Packaging Size Weight Shelf Life
0.5L 3.8 CNY 0.5 liter 0.535 kg 6 months
1.0L 5.7 CNY 1.0 liter 1.044 kg 6 months
1.5L 7.5 CNY 1.5 liter 1.554 kg 6 months
2.0L 8.4 CNY 2.0 liter 2.088 kg 6 months
Key Product Features – Kompotay Juice Drink:
Specification Price (indicative) Packaging Size Weight Shelf Life
0.5L 4.5 CNY 0.5 liter 0.535 kg 9 months
1.0L 7.5 CNY 1.0 liter 1.044 kg 9 months
1.5L 10.2 CNY 1.5 liter 1.554 kg 9 months
IV. Key Marketing & Promotion Strategies
CBH’s promotional strategy focuses on brand heritage recognition, international market expansion, and modern retail channel penetration.
1. Core Brand-Driven Strategy – Positioning as a “National Memory”
“Buratino” serves as CBH’s core brand asset. The marketing emphasizes “authentic,” “childhood taste,” and “natural ingredients” – evoking consumer emotional resonance and establishing the product as a household name across Kazakhstan. The brand’s strength is demonstrated by 100% retail outlet representation in its home market.
2. Modern Retail & E-Commerce Channel Focus
According to PwC profile data, CBH’s target channels include:
Channel Target
Supermarkets Primary channel for product visibility
Restaurants Food service channel
Distributors B2B wholesale partners
Through extensive retail placement (100% coverage for Buratino, 90% for Kompotay), the company ensures high product visibility across all outlet types.
3. Export Market Expansion
Since 2012, CBH has actively pursued export markets:
Target Market Status
Russia Active exports via Chelyabinsk distribution center
Kyrgyzstan Regional distribution network
China First delivery made in July 2020; obtained import registration with AQSIQ (now GACC) – commodity code 9398160051
4. International Trade Fair & B2B Participation
Activity Details
PwC Business Mission Participated in PwC-organized business matchmaking activities for international buyers
Kazakhstan Export Exhibition Attended export-focused exhibitions to directly reach international procurement partners
5. Creative Advertising Campaign (Historical Case – 2016)
CBH previously executed a memorable beer campaign with the tagline “Bigger bottle, bigger story” for Almatinskoye Zhigulevskoye bottled beer.
Aspect Details
Creative Theme “Men always tell stories while drinking beer. Usually they show off with big fish or women with big boobs. But when the volume of beer increases, stories and boasts also become bigger!”
Agency FCB Almaty (named Agency of the Year by Red Jolbors Central Asian advertising festival)
Execution Sculptural imagery combining fish and breasts – creating a viral, shareable concept
V. Core Insights & Summary
Dimension Key Information
Market Positioning Historic Kazakh beverage producer; market leader in CSD (20% share) and juice drinks (7% share); Buratino brand reaches 100% of retail outlets
Year Founded 1964 (historical origin); January 11, 1989 (legal registration)
Legal Status Joint Stock Company (JSC)
Headquarters 211, Gogol Street, Almaty, Kazakhstan
President Almas Akhmetov
Production Scale 2 plants (Almaty + Astana); export distribution center in Chelyabinsk, Russia
Product Portfolio Soft drinks (Buratino lemonade – flagship, Kompotay juice drink); beer (Almatinskoe Zhigulevskoe, Almatinskoe Yachmennoe, Zhigulevskoe Exportnoe)
Export Markets Russia, Kyrgyzstan, China (AQSIQ/GACC registered since 2020)
Key Differentiators “Childhood taste” emotional branding; 100% retail penetration for core brand; natural ingredients (Tien Shan spring water, no artificial colorants/sweeteners); PwC Business Mission participant
Notable Campaign “Bigger bottle, bigger story” (FCB Almaty, 2016) – Red Jolbors Agency of the Year winner
Certification Compliant with Chinese import registration (AQSIQ/GACC) – commodity code 9398160051
5. Samal Water, https://samal.kz/
I. Company Profile & Year Founded
Samal Water (officially produced by Keremet Su SKE LLP) is a well-known natural drinking water brand in Kazakhstan, holding a significant position in the bottled water market due to its deep artesian water source and five-stage purification process.
Aspect Details
Legal Entity Keremet Su SKE LLP (produces, delivers, and sells Samal water)
Year Founded / Registered February 4, 2009
Headquarters / Main Office Almaty, 157b Vasiliya Benberina Street
Water Source Location Artesian well No. 2940, located in the Turksib district of Almaty
Business Scale Large fleet of 65+ vehicles (2021), expanded to over 140 trucks with new plant (2025)
Important Clarification: Samal Water (Keremet Su SKE LLP) is a Kazakhstani company focused on bottled water production. It is unrelated to:
Smaal Water Services N.V. (Sint Maarten – water treatment equipment engineering)
Samal Infraproject (India – distilled water and cooling oils)
Sama Water Company (Saudi Arabia – bottled water producer, founded 2008)
II. Production Bases
Samal Water operates multiple production facilities in Kazakhstan, with its newest plant representing a major capacity expansion.
Facility Overview:
Facility Location Key Features
Original Plant Almaty region – home to artesian well No. 2940 (depth >300 meters)
New Plant (Opened late 2024) Industrial zone in Almaty – 1.5 hectares (approx. 2 football fields), includes production buildings, sales department, head office, truck wash, electric vehicle charging station
New Plant Specifications (2024-2025 Expansion):
Aspect Details
Monthly Capacity 15 million liters of water
Production Lines Line 1 (0.25L–2L flexible format), Line 2 (6L format), Line 3 (glass bottles) – 18.9L format handled at other plant
2025 Expansion Plans New glass bottle filling line; flavored water and lemonade lines
Workforce 330+ jobs at launch; target >550 after second phase completion (2025)
Delivery Fleet Over 15 long-haul trucks + 125 delivery vehicles
Water Source & Processing:
Aspect Details
Source Type Artesian well No. 2940, Kazakhstan underground water field
Well Depth 250–300+ meters
Purification Process 5-stage treatment: mechanical filtration → softening → filtration → molecular purification → UV disinfection
Finishing Treatment Ozone enrichment (gives exceptionally fresh taste)
Quality Control Daily laboratory analyses and quality checks
III. Main Beverage Products
Samal’s product line is focused exclusively on bottled water – both non-carbonated and carbonated – offered in multiple packaging formats.
Product Type Packaging Formats Characteristics
Non-carbonated drinking water 0.5L PET, 1L PET, 6L PET (other sources: 0.25L, 1.5L, 2L) Natural ozonated drinking water; five-stage purification; low mineralization
Carbonated drinking water 500ml glass bottle, 1L Naturally carbonated; same source and purification standards
19L bulk water 19L returnable containers Large-format water for home/office delivery – where the brand’s history began
Product Specifications:
Parameter Value
Total Mineralization 0.100–0.127 g/dm³ (low mineralization drinking water)
Shelf Life 12 months
Storage Temperature 5°C – 20°C
Calcium (Ca²⁺) 10–14 mg/dm³
Magnesium (Mg²⁺) 3.5–5.5 mg/dm³
Bicarbonate (HCO₃⁻) 50–85.4 mg/dm³
Chloride (Cl⁻) 10–16.5 mg/dm³
Sulfate (SO₄²⁻) 4.5–7.0 mg/dm³
Product Accolades:
Laureate of multiple local competitions and tastings (Worldfood, Interfood)
International recognition: “For High Quality of Goods and Services” (Paris, France)
Gold Medal of the SEIN Association
IV. Key Marketing & Promotion Strategies
Samal Water employs a multi-channel marketing strategy combining digital engagement, unique brand collaborations, corporate social responsibility (educational outreach), and a customer-centric delivery model.
1. Digital & App-Based Customer Engagement
Samal Water has developed a mobile application (Samal Water App) to streamline the ordering process. Customers can order water and dispensers for home or office delivery in just a few clicks, reducing ordering time to as little as three seconds. The app also supports multi-address delivery scenarios.
2. Creative Cross-Brand Collaborations (Limited Edition Art Series)
In August 2025, Samal partnered with ALTEL (a Kazakh telecommunications brand) to launch a limited-edition water bottle series featuring works by Kazakhstani artists. This collaboration aimed to introduce the audience of both brands to contemporary art in Kazakhstan, combining hydration with cultural appreciation.
3. Plant Tours as Experiential Marketing
Samal Water actively organizes plant tours for students, universities, and the public – transforming its production facility into a marketing and educational asset. Recent tour participants include:
3rd-year Marketing and Logistics students from Al-Farabi Kazakh National University (March 2026)
2nd-grade students from the International College of Continuing Education (March 2026)
Food production technology students from International Engineering-Technological University (February 2026)
This strategy builds brand transparency, consumer trust, and early brand awareness among younger generations.
4. Modern Retail & E-Commerce Distribution
Samal products are distributed through:
Modern retail channels: Supermarkets, hypermarkets
E-commerce platforms: Online ordering through mobile app and website
Specialized retail locations: 5 company-owned retail stores (aquamarkets) in Almaty, serving walk-in customers, exhibition showrooms, and reloading points
5. Customer-Centric Delivery Model
Service Feature Details
Delivery Fleet 65+ vehicles (2021); expanded to 140+ trucks (2025)
Service Coverage Large format (19L): Almaty and Almaty region; Small format (0.5L–6L): throughout Kazakhstan plus near-abroad (China, Russia, Kyrgyzstan)
Order Channels Mobile app, phone call center, website, in-person at retail locations
Prepaid vouchers Available for corporate and gift customers
GPS tracking Each delivery vehicle equipped with GPS; driver and expedition team work together
6. Export Market Expansion
Samal Water is actively pursuing international markets:
Target Market Status
China Export initiated (small format)
Russia Export initiated (small format)
Kyrgyzstan Export initiated (small format)
Uzbekistan Planned expansion
7. International Quality Awards as Brand Endorsement
Samal Water leverages its international quality awards as powerful brand endorsements:
Award Location
“European Grand Prix for Quality and Impeccable Service” Switzerland
“For High Quality of Goods and Services” Paris, France
V. Core Insights & Summary
Dimension Key Information
Market Positioning Leading natural drinking water brand in Kazakhstan; known for deep artesian source (300m+) and 5-stage purification
Year Founded 2009 (Keremet Su SKE LLP registered February 4, 2009)
Ownership Private, unfunded company
Production Scale Multiple plants; new facility (2024) – 1.5 hectares, 15 million liters/month capacity; >140 delivery trucks
Workforce 330+ jobs at new plant; target >550 after 2025 expansion
Product Portfolio Non-carbonated (0.5L,1L,6L,19L) + carbonated (500ml glass,1L) – low mineralization, ozone-enriched
Key Differentiators Deep artesian source (250-300m); 5-stage purification; ozone treatment; international quality awards; plant tours program; ALTEL artist collaboration limited edition (2025)
Export Markets China, Russia, Kyrgyzstan (small format); Uzbekistan planned
Distribution Channels Mobile app (Samal Water App); 5 company-owned retail stores; 140+ delivery fleet; online ordering
6. OBIS, https://www.obis.kz/
I. Company Profile & Year Founded
OBIS (TOO «OBIS LTD») is one of the top five beverage producers in Kazakhstan, renowned for its use of its own deep artesian water sources and brand innovation. The company not only has a diversified product portfolio but also actively expands into international markets, particularly with exhibition and partnership experience in China.
Aspect Details
Year Founded April 1995
Headquarters Address 38 Ratushnogo Street, Almaty, Kazakhstan
Industry Position One of the top five beverage producers in Kazakhstan; the most stable soft drink production enterprise in the country
Primary Markets Kazakhstan (local), plus China, Russia, Mongolia, Kyrgyzstan
II. Production Bases
Aspect Details
Production Address 38 Ratushnogo Street, Almaty
Core Water Source Own artesian well with depth exceeding 230 meters. OBIS pioneered the use of polyethylene packaging for bottling drinking water in the Kazakh market
Bottling Capacity Approximately 10 million liters per year
Capacity Expansion In early 2025, the company introduced a new can filling line – preparing to enter the canned beverage market
III. Main Beverage Products
OBIS has a very rich product line – covering drinking water, juices, kvass, children’s beverages, and more, with numerous sub-brands:
Category Brand Name Key Characteristics
Drinking Water Serebryanaya (“Silver”) From own deep well; drinking water enriched with silver ions – the company’s flagship brand
Juices & Juice-Containing Drinks Kuvshin (“Jug”), Fruts, Sochny (“Juicy” natural juice), UPS!, Papa Juice Hot-fill technology line; rich flavor variety
Kvass Kruzhka Yadrenogo, Bochonok Traditional fermented beverage
Children’s Food / Beverages NYAM, OK Includes juices and Tetra Pak packaged beverages
New Products UPS Lemonade, UPS Juice New series launched in 2019 – wide range of flavor options
IV. Key Marketing & Promotion Strategies
OBIS’s promotional strategy centers on export orientation and product innovation + capacity expansion.
1. Active Export Expansion & International Exhibition Participation
OBIS is one of Kazakhstan’s beverage companies actively expanding into overseas markets. The company explicitly targets China, Russia, Mongolia, and Kyrgyzstan as its target markets. It has experience participating in international exhibitions in China – seeking international partners through B2B channels.
2. Continuous Product Innovation
The company has a clear product iteration strategy:
Timeline Initiative
Early years Drinking water and juice products
2011 Launched “UPS!” series using advanced hot-fill technology
2019 Expanded lemonade and juice flavors – launched “Papa Juice” for family dining occasions
Continuous new product introductions keep the brand fresh and attract consumers.
3. Capacity Expansion Opening New Market Segments
In early 2025, OBIS introduced a can filling line (imported from China) – planning to enter the canned beverage market. This represents a significant expansion in packaging format and consumption occasions.
4. Quality Certification Endorsement
Certification Year Issuing Body
ISO 9001:2000 Quality Management System January 2006 “Russian Register” Certification Association
This certification provides strong quality endorsement – helping build consumer trust.
V. Core Insights & Summary
Dimension Key Information
Market Positioning Top 5 beverage producers in Kazakhstan; most stable soft drink production enterprise in the country
Year Founded April 1995
Production Scale Own deep artesian well (>230m); 10 million liters/year capacity; new can filling line (2025)
Product Portfolio Water (Serebryanaya – silver-enriched flagship); juices (Kuvshin, Fruts, Sochny, UPS!, Papa Juice); kvass; children’s beverages (NYAM, OK)
Export Markets China, Russia, Mongolia, Kyrgyzstan
Key Differentiators Pioneer in polyethylene packaging for water in Kazakhstan; hot-fill technology (2011 UPS! line); active international exhibition participation (China); ISO 9001:2000 certified (2006)
Recent Development New can filling line (early 2025) – entering canned beverage market
7. Nurzhanar JSC, https://www.nurzhanar.kz/
I. Company Profile & Year Founded
Nurzhanar JSC (Nurzhanar Joint Stock Company) is a long-established brewery and soft drink producer located in Western Kazakhstan, renowned for its traditional kvass recipe in both local and export markets.
Aspect Details
Year Founded 1971
Headquarters Uralsk, West Kazakhstan Region, Kazakhstan
Workforce Approximately 143 employees
Industry Position Primary business includes production of various beers, kvass, soft drinks, and bottled water
Quality Certifications ISO 9001 Quality Management System certification (international standard); Food safety management system based on HACCP principles
II. Production Bases
Aspect Details
Core Production Address 8 Grigoriy Potanin Street, Uralsk, West Kazakhstan Region
Annual Production Volume 50 million liters
Annual Turnover Approximately US$8 million
III. Main Beverage Products
Nurzhanar’s product portfolio covers various alcoholic and non-alcoholic beverages, marketed under the “Nurzhanar” trademark. Its core product lines include:
Category Key Brand / Product Characteristics & Market Performance
Kvass Kvass Khlebniy (Bread Kvass) Star product. Brewed using an ancient recipe – sour-sweet taste with rye bread aroma. Uses special yeast and natural ingredients. Multiple quality awards. Received the “National Best Product” Presidential Award of Kazakhstan in 2017
Beer Nurzhanar Beer One of the company’s core business lines
Soft Drinks Lemonade and others Various flavored soft drinks
Bottled Water Bottled drinking water Product line extension
Export Markets: Primarily exported to Russia.
IV. Key Marketing & Promotion Strategies
Nurzhanar’s promotional strategy focuses on leveraging government resources to access international markets and using quality awards to build brand credibility.
1. Active Participation in International Exhibitions
Nurzhanar is one of the key enterprises recommended by the Kazakh government for participation in international exhibitions. In 2020, the company participated in the China International Import Expo (CIIE) in Shanghai – one of 35 Kazakh manufacturers showcasing products to the Chinese market.
2. China Retail Channel Partnerships
In November 2019, KazakhExport signed a memorandum with Wuhan Asia-Europe Logistics Co., Ltd. to plan the opening of a Kazakh product specialty store. Nurzhanar’s products were displayed at the first Kazakh national style themed zone in a Wuhan Zhongshang Supermarket chain store – successfully entering Chinese retail outlets.
3. Quality Award Endorsement
The company uses authoritative product awards as core promotional assets – most notably the 2017 “National Best Product” Presidential Award , one of the highest honors available to Kazakh manufacturing enterprises. This effectively builds consumer trust.
V. Core Insights & Summary
Dimension Key Information
Market Positioning Long-established brewery and soft drink producer in Western Kazakhstan; renowned for traditional kvass recipe
Year Founded 1971
Production Scale Production base in Uralsk; 50 million liters annual production; ~US$8 million annual turnover
Product Portfolio Kvass (Kvass Khlebniy – bread kvass, star product, 2017 Presidential Award winner); beer (Nurzhanar Beer); soft drinks (lemonade); bottled water
Key Differentiators Traditional kvass recipe; ISO 9001 + HACCP certifications; “National Best Product” Presidential Award (2017)
Export Markets Primarily Russia; China (CIIE 2020 participant; Wuhan supermarket distribution)
Notable Achievements Recipient of Kazakhstan’s “National Best Product” Presidential Award (2017); CIIE 2020 exhibitor; featured in Wuhan Kazakhstan themed retail zone
8. Raimbek Group (Pure Pack), https://purepack.kz/
I. Company Profile & Year Founded
Raimbek Group is one of the largest diversified holding companies in Kazakhstan. Its subsidiary Pure Pack is a leading producer in the domestic juice and dairy industry, holding a 32% share of the Kazakh carton-packaged juice market. Raimbek Group also has multiple business divisions including agriculture, alcoholic beverages, and logistics.
Aspect Details
Group Founding Date 1992
Pure Pack Founding Date 1998 – established on the basis of the Almaty Fruit Cannery, introducing Tetra Pak technology and equipment
Headquarters Almaty, Kazakhstan
Workforce Large diversified holding company; exact employee count not publicly disclosed
Turnover Approximately US$20 million
Quality Certifications ISO-9001 and ISO-14001 international standards certified; products recognized and recommended by the Nutrition Academy of Kazakhstan
II. Production Bases
Based on search results, Raimbek Group’s production facilities are distributed as follows:
Facility Location Details
Core Production Base Almaty Modern facility built on the former Almaty Fruit Cannery site – equipped with Tetra Pak aseptic filling equipment
Dairy Plant (Planned/Under Construction) Kostanay Region Announced in 2014 – designed daily capacity of approximately 200 tons – project budget of Tenge 2 billion
Annual Output (paper packaging) 165,000 tons
III. Main Beverage Products
Pure Pack’s product line focuses on juices, juice drinks, and dairy products – with 5 major brands. Products cover the entire territory of Kazakhstan and are exported to Russia, China, Kyrgyzstan, Tajikistan, Turkmenistan, Mongolia, and Georgia.
Brand Positioning & Characteristics Target Market / Consumers Reference Price (FCA)
Juicy Premium juice brand – uses premium fruits from around the world (Brazil, South Africa, Chile, Greece, etc.). 100% natural – no artificial colors or preservatives. One of the most recognized and consumed juice brands in Kazakhstan Mid-to-high income, ages 3–65 $0.85/liter
Palma Leader in the mid-price segment – sales leader. Rich in vitamins and minerals. 100% natural – suitable for both adults and children Mid-to-low income, ages 3–65 $0.45/liter
Juicy Junior Children’s juice brand Children —
Limonachcho Lemonade / carbonated beverage brand Mass market —
Palma Fruits Extension brand of the Palma series Mass market —
Other Products:
Product Description
Fantano Refreshing thirst-quenching drink with natural juice base – launched in 2012
UHT Milk Produced by Raimbek Agro (group subsidiary) – leading UHT milk producer in Kazakhstan
Export Markets: Russia, China, Kyrgyzstan, Tajikistan, Turkmenistan, Mongolia, Georgia.
IV. Key Marketing & Promotion Strategies
Based on search results, Raimbek Group (Pure Pack)’s promotional strategy centers on quality award endorsements, international exhibition participation, and multi-brand differentiated positioning.
1. Quality Awards & Authority Endorsements
The company builds brand credibility through multiple domestic and international quality awards and endorsements from authoritative bodies:
Year Award / Recognition
2006 Europe’s “New Millennium Award” (Rome) – recognized as the best producer of juices and nectars
2012 Kazakhstan National Consumer Union – “Impeccable Quality” (Безупречно) People’s Quality Mark awarded to Juicy
2013 Three Juicy products received Gold Awards at the InterFood Astana 2013 tasting competition
— Recognition and recommendation from the Nutrition Academy of Kazakhstan
2. International Exhibitions & B2B Matchmaking
The company expands export markets by participating in international food exhibitions and business matchmaking events (e.g., PwC-organized business missions). It has successfully entered the Chinese market.
3. Multi-Brand Differentiated Positioning
The company maintains a clear brand matrix covering market segments through differentiated positioning:
Brand Positioning Strategy
Juicy Premium image – “Best Fruits = Best Juice” – emphasizes 100% natural and organic
Palma High value-for-money positioning – “Quality tested by time”
Juicy Junior Targeting the children’s market
Limonachcho / Palma Fruits Mass market appeal
4. Channel Coverage
Products are distributed primarily through supermarkets and distributors – covering retail outlets across all of Kazakhstan.
V. Core Insights & Summary
Dimension Key Information
Market Positioning Largest diversified holding in Kazakhstan; Pure Pack holds 32% of Kazakh carton-packaged juice market
Group Founding 1992
Pure Pack Founding 1998 (on former Almaty Fruit Cannery site – Tetra Pak technology)
Production Scale Core base in Almaty; 165,000 tons/year paper packaging output; dairy plant planned in Kostanay Region (200 tons/day capacity)
Product Portfolio Juicy (premium juice – flagship); Palma (mid-price leader); Juicy Junior (children’s); Limonachcho (lemonade); Palma Fruits; Fantano; UHT milk
Export Markets Russia, China, Kyrgyzstan, Tajikistan, Turkmenistan, Mongolia, Georgia
Key Differentiators 32% market share in carton juice; Tetra Pak aseptic lines; ISO-9001/ISO-14001 certified; Nutrition Academy of Kazakhstan endorsement; “New Millennium Award” (2006, Rome); “Impeccable Quality” mark (2012); InterFood Astana gold awards (2013)
Recent Development Dairy plant planned in Kostanay Region (budget Tenge 2 billion); export expansion to China
9. Efes Kazakhstan, https://efeskazakhstan.kz/en
I. Company Profile & Year Founded
Efes Kazakhstan is one of the largest beer producers in Kazakhstan, holding a 46% market share , and is a subsidiary of Turkey’s Anadolu Efes Group – one of the world’s top 10 beer manufacturers. In recent years, the company has been positioned as the group’s regional export hub for Central Asia and China.
Aspect Details
Year Founded 1997
Parent Company Background Part of Turkey’s Anadolu Group (founded 1950); Anadolu Efes is the world’s 10th largest beer manufacturer
Entry into Kazakhstan 1997 – acquired the “Kolos” brewery in Karaganda, marking Anadolu Efes’ first international investment outside Turkey
Company Headquarters Almaty
Workforce Approximately 1,000 employees
Market Position Market leader in Kazakhstan’s beer market – approximately 46%–50% market share
Cumulative Investment US$345 million over nearly 30 years of operations in Kazakhstan
Regional Strategy 2025–2026 – established as parent company’s export hub for Central Asia and China; regional headquarters established in Almaty
II. Production Bases
Efes Kazakhstan operates two breweries in Kazakhstan:
Facility Location Notes
Karaganda Plant Karaganda Originally “Kolos” brewery – acquired in 1997; company’s first production base
Almaty Plant Almaty Region Commissioned around 2003; recently completed major upgrade
Latest Capacity Upgrade (January 2026):
Aspect Details
Investment US$4 million for new filling line at Almaty plant
Capacity Increase From 40,000 to 50,000 bottles per hour (approximately 25% increase)
Equipment German-made; ECO vacuum pumps for water and electricity savings
Additional Investment Planned US$8–10 million for further equipment upgrades in 2026
Localization of Raw Materials:
Input Source
Malt Tekeli
Sugar Almaty Region
Cans Primarily Shymkent (some imported as supplement)
Hops & Yeast Only imported raw materials
III. Main Beverage Products
Efes Kazakhstan has over 15 beer brands covering different market segments, including:
Brand Positioning / Characteristics
Efes Pilsener Core international brand
Kruzhka Svezhego Well-known local brand
Beliy Medved Local brand
Miller Genuine Draft Licensed international brand
Velkopopovický Kozel Classic Czech brand
Bavaria International brand
Amsterdam Navigator International brand
Zhigulevskoye Traditional brand
Slavna PRAGA Local brand
WùKōng Jū (悟空) 2024–2025 new product – Asian-style rice beer positioned as “King of Asian Beer” – targeting young consumers and export markets
Export Markets:
Aspect Details
Primary Exports Uzbekistan, China, Kyrgyzstan, Azerbaijan
2025 Export Growth Over 43% year-over-year increase
2026 Export Target More ambitious
IV. Key Marketing & Promotion Strategies
Efes Kazakhstan’s promotional strategy is diversified – covering sports marketing, cultural and artistic sponsorship, brand innovation, and digital transformation.
1. Sports Marketing: Basketball Title Sponsorship
For the 2024/2025 season, Anadolu Efes became the title sponsor of the Kazakhstan Basketball Championship. Parent company Anadolu Efes already owns a top European basketball club – this sponsorship integrates international sports resources with the local market. Key objectives include:
Objective Description
Event Organization Improve tournament organization and venue facilities
Youth Development Support youth basketball development programs
Training Invite foreign coaches for training and exchanges
2. Cultural & Arts Sponsorship: Efes Art Space
The company has long-term investment in culture and the arts, operating Efes Art Space in Almaty and Astana. This program:
Activity Description
Artist Support Supports contemporary artists, curators, and creative communities
Public Access Provides spaces for public engagement with contemporary art
Creative Event Sponsorship Sponsors major Kazakh creative events such as “The Steppe Fair”
Strategic Positioning Considered a “long-term investment in Kazakhstan’s cultural and social environment”
3. Brand Innovation & New Product Development
Initiative Details
WùKōng Jū Asian-style rice beer launched 2024–2025 – specifically positioned for young consumers and export markets (particularly China)
Brand Identity Based on the classic Chinese literary character “Sun Wukong” – emphasizing “courage and rebellion” brand values
Packaging Design Uses traditional Chinese colors (red, green, gold)
4. Internal Innovation & Digital Transformation
Initiative Description
Intrapreneurship Hub Internal entrepreneurship program launched 2023 – has invested in: FeedCom (dry animal feed from brewing waste); Smart Promo AI (e-commerce promotion optimization AI platform)
Production Automation Implementation of automation and digital management systems on the production side
5. Sustainability & Green Energy
Initiative Description
Green Electricity Almaty plant fully switched to green electricity
UN Global Compact First FMCG company in Kazakhstan to join the UN Global Compact
ECO Vacuum Pumps New filling line equipped with ECO vacuum pumps – significantly reducing water and electricity consumption
6. Women’s Leadership & DE&I
Initiative Description
2035 Target 51% female employee representation
Current Management Approximately 50% female representation in management
Women in Sales Program to expand women’s participation in sales departments
Women’s Power Leadership development program for women
Equal Pay Equal pay for equal work principle; ensure at least 50% female candidates in recruitment
V. Core Insights & Summary
Dimension Key Information
Market Positioning Largest beer producer in Kazakhstan (46% market share); subsidiary of Anadolu Efes (global top 10 brewer)
Year Founded 1997
Production Scale 2 breweries (Karaganda + Almaty); US$345 million cumulative investment; 46%–50% market share
Recent Investment US4 million new filling line (Almaty,Jan2026)–254 million new filling line (Almaty,Jan2026)–258-10 million planned 2026
Product Portfolio 15+ brands – Efes Pilsener, Kruzhka Svezhego, Beliy Medved, Miller, Kozel, Bavaria, Amsterdam Navigator, Zhigulevskoye, WùKōng Jū (悟空 – new Asian rice beer)
Regional Strategy Designated as Anadolu Efes’ export hub for Central Asia and China (regional HQ in Almaty)
Export Markets Uzbekistan, China, Kyrgyzstan, Azerbaijan (43% YoY export growth 2025)
Key Differentiators Basketball title sponsorship (Efes Kazakhstan Championship); Efes Art Space cultural sponsorship; WùKōng Jū Asian-style rice beer launch; Intrapreneurship Hub (FeedCom, Smart Promo AI); green electricity; UN Global Compact; Women’s leadership initiatives (50% female management, 2035 target 51%)
10. Carlsberg Kazakhstan, https://carlsbergkazakhstan.kz/en/
I. Company Profile & Year Founded
Carlsberg Kazakhstan is one of the leading beer producers in Kazakhstan, a subsidiary of the world’s third-largest brewing group – Denmark’s Carlsberg Group. The company is currently undergoing a major transformation and will become PepsiCo’s exclusive bottling partner in Kazakhstan and Kyrgyzstan starting in 2026.
Aspect Details
Year Founded 1998 – initially established as “Ak-Nar”
Development History 2003: Baltic Beverages Holding acquired Ak-Nar shares; 2006: Merged with local brewery Irbis to form Derbes Company; 2008: Officially renamed Carlsberg Kazakhstan LLP, integrated into Carlsberg Group
Company Headquarters 270V Kazybayev Street, Almaty
Workforce Over 1,000 employees, plus approximately 500 direct employees
Market Position Second largest in Kazakhstan’s beer market (approximately 38% market share)
Economic Contribution 2025: Recognized as one of TOP 10 strategic investment projects; 2024: Paid approximately Tenge 32.4 billion in taxes; Cumulative investment in Kazakhstan: approximately US$640 million
Key Management Managing Director: Viacheslav Maltsev
II. Production Bases
Carlsberg Kazakhstan operates the following production facilities in Kazakhstan:
Facility Location Capacity / Features
Almaty Brewery Almaty Annual capacity 3 million hectoliters – equipped with automated production lines, quality control, and microbiological laboratory
Boraldai Non-Alcoholic Beverage Plant (Under Construction) Boraldai, Ili District, Almaty Region 17 hectares – annual capacity approximately 1 billion liters – US$344 million investment – scheduled for 2026 commissioning – will become one of Carlsberg’s top three global production facilities
Local Procurement: Localization share in the group’s procurement structure has reached 80% – covering barley, wheat, aluminum cans, glass bottles, cardboard – nearly all sourced from Kazakh producers.
III. Main Beverage Products
The company’s product portfolio includes 20 brands and over 40 sub-brands , covering beer, non-alcoholic beer, cider, and other categories.
Category Brand Name Positioning / Characteristics
International Brands Carlsberg, Tuborg, Kronenbourg 1664 Globally recognized beer brands
Somersby Cider
Holsten German-style beer
1664 Blanc French wheat beer
Local / Regional Brands Zatecky Gus Kazakhstan’s #1 packaged beer brand
Irbis Local classic brand
Derbes Local brand
Garage Local brand
Beerkhan Local brand
Zhiguleskoe Firmennoye Zhivoe Draft beer
Bolshaya Kruzhka Local brand
Alma-Ata Local brand
Non-Alcoholic Products Non-alcoholic beer (already localized production)
Planned (from 2026) PepsiCo soft drinks Pepsi Cola, 7UP, Mirinda, and some energy drinks
IV. Key Marketing & Promotion Strategies
Carlsberg Kazakhstan’s promotional strategy revolves around trade marketing, omni-channel coverage, and brand portfolio management.
1. Trade Marketing & Omni-Channel Strategy
The company has a dedicated Channel Marketing Director position responsible for developing and executing trade marketing strategies across the following channels:
Channel Description
Modern Trade Large supermarket chains
Traditional Trade Small retail outlets
HoReCa Hotels, restaurants, cafes
Convenience Convenience stores
E-commerce Online retail
Core responsibilities include:
Responsibility Description
Annual trade marketing strategy and budget development
In-store activation and category promotion
Channel-specific portfolio strategy
POSM (Point of Sale Material) development
Promotional effectiveness tracking and ROI analysis
2. Brand Portfolio Management
Dual-driver approach through international and local brands:
Brand Tier Brands Positioning
Flagship Zatecky Gus #1 packaged beer brand in Kazakhstan
International Premium Carlsberg, 1664 Blanc, Tuborg Premium segment
Local Mass Market Irbis, Derbes, Garage, Beerkhan Mass market coverage
3. Sports & Cultural Sponsorship
Detailed sponsorship case studies were not available in search results. As a leading beer company, typical activities include sports event sponsorship and music festival partnerships to reach younger consumer demographics.
4. Export Market Expansion
The company actively exports to Central Asia – covering Kyrgyzstan, Uzbekistan, and other markets. Starting 2026, the new soft drink plant will further expand supply capacity to the Central Asian region.
🔄 Major Transformation: Becoming PepsiCo Bottler in 2026
This is the company’s most important current development strategy:
Aspect Details
Effective Date January 1, 2026
Coverage Kazakhstan and Kyrgyzstan
Previous Partner PepsiCo’s previous exclusive bottling partner in Kazakhstan was RG Brands
Strategic Significance Carlsberg CEO stated this transaction will “add significant volume” for the company – the new plant is expected to triple Kazakhstan business within 3–5 years – making Kazakhstan one of Carlsberg’s top five global markets
🌱 Sustainability
The company has clear commitments to sustainable production:
Initiative Progress / Target
Carbon Emissions Reduced by nearly 40% since 2015
Water Consumption Reduced by 50% since 2015
New Plant Logistics Dedicated railway line – shifting from truck to rail transport – reducing logistics carbon footprint
Production Waste Automation technology to reduce waste
Localization Target 80–90% local procurement
V. Core Insights & Summary
Dimension Key Information
Market Positioning Second largest beer producer in Kazakhstan (38% market share); subsidiary of Carlsberg Group (global #3 brewer)
Year Founded 1998 (as Ak-Nar); 2008 (as Carlsberg Kazakhstan)
Production Scale Almaty Brewery (3 million hl/year); Boraldai plant (under construction – 1 billion liters/year – US$344 million)
Investment US640millioncumulative;BoraldaiplantUS344 million
Product Portfolio 20+ brands – Carlsberg, Tuborg, 1664 Blanc, Somersby (cider), Zatecky Gus (#1 packaged beer), Irbis, Derbes, non-alcoholic beer
Key Differentiators 80% local procurement; Boraldai plant to become Carlsberg’s top 3 global facility; 2026 PepsiCo bottling partnership (Pepsi, 7UP, Mirinda); 38% carbon reduction (since 2015); 50% water reduction (since 2015); UN Global Compact signatory
Export Markets Kyrgyzstan, Uzbekistan, other Central Asian markets
Planned 2026 Launch Non-alcoholic beverage production at Boraldai plant; PepsiCo soft drinks production
Strategic Ambition Become one of Carlsberg’s top five global markets within 3–5 years
11. Conclusion
Kazakhstan’s beverage market has a high concentration level, but clear opportunities exist in niche segments. The beer sector is dominated by a duopoly of Efes and Carlsberg (together accounting for over 80% of the market). In the non-alcoholic segment, local giants such as RG Brands and Global Beverages compete fiercely with international brands like PepsiCo and Coca-Cola.
The key factors to consider are: capturing consumer upgrading trends (e.g., low-deuterium “light water,” Asian flavors), evaluating local brands’ advantages in distribution channels and cost control, and monitoring the growth potential of leading companies as regional bottlers for international giants.
12. FAQ
Question 1: Why do multiple leading companies (such as RG Brands and Global Beverages) emphasize the introduction of high-end European filling lines from Krones (Germany) and Sidel (Italy)?
Brief Answer:
The core reasons are ensuring product quality and improving production efficiency. The introduction of advanced European equipment enables aseptic cold filling (such as at RG Brands’ Aksengir-2 plant), which better preserves beverage flavors and extends shelf life. At the same time, high-speed filling lines (e.g., 56,000 bottles per hour) meet growing domestic and export market demand while reducing costs through economies of scale in a competitive environment.
Question 2: As market demand grows for portability and new consumption occasions, what transformation pressures are packaging equipment facing?
Brief Answer:
The pressure lies in the rapid transformation from single-category PET bottles to multi-category packaging such as cans. For example, OBIS introduced a new can filling line in 2025. This is driven by consumer preference for cans in on-the-go and ready-to-drink occasions. Equipment needs to have quick changeover capabilities to flexibly adapt to different packaging formats and specifications.
Question 3: What does Efes Kazakhstan’s filling line upgrade (25% capacity increase) suggest for local equipment suppliers?
Brief Answer:
The implication is that there are gaps in local equipment manufacturing, with the market highly dependent on imports. Leading companies prioritize proven automated lines from Germany and elsewhere, reflecting technological gaps in Kazakhstan’s domestic capabilities for high-end filling, sterilization, and packaging equipment. For equipment suppliers, this means that offering cost-effective automation solutions or collaborating with local partners for assembly is an effective path to enter the market.
