Introduction of Bremen 1827 to the Turkish Beer Market

M. Tolga Akçura
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M. Tolga Akçura: Özyeğin University, Turkey

Asian Case Research Journal (ACRJ), 2025, vol. 29, issue 01, 1-23

Abstract: In the summer of 2022, Nilüfer Reisoğlu, the Vice President responsible for marketing at Türk Tuborg, was confronted with the imperative of formulating a response strategy to counter a competitive launch by rival company Anadolu Efes. Anadolu Efes found itself on the precipice of losing its coveted market leadership position, a status that had long been a source of pride for the publicly traded multinational enterprise, which operated across six countries. In a last-ditch effort to sustain its market share leadership, Anadolu Efes introduced Bremen 1827 to the market, complete with a compelling 30% price reduction and a carefully cultivated high-quality image. The initial market responses had been decidedly favorable. This case study delves into the spectrum of response alternatives deliberated upon by Türk Tuborg, primarily recognized as a premium beer manufacturer with a portfolio of high-margin products adorning the shelves in Türkiye. Faced with the pressures of inflation, the company contemplates several strategic options. One avenue involves the potential introduction of a lower-priced flanker brand to counter the encroachment of Bremen 1827, a move that carries inherent risks to Tuborg’s premium positioning. Alternatively, the company might contemplate reducing prices on its premium brands. As a final option, the company might opt to maintain the status quo and adopt a “wait-and-see†approach to gauge market developments.

Date: 2025
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DOI: 10.1142/S021892752450007X

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