Several breweries mobilize to ølkamp because they fear to disappear from many Retail-shelves.
It burns not only a blue light for Mack beer outside the state of minnesota.
Gets the Rema it as they will, you can soon just buy the Hansa in Bergen, and then only the best selling products. Selection of the CB-beer can also be limited, and Aust-Agder from being completely drained for this local beer. If you choose to trade with the Rema.
Read more about this further down in the case.
When people realized what the Rema best friend strategy might mean for the Mack brewery – the Mack-the beer may be gone in 18 out of 19 counties – began to boil in social media.
– Ass 1000
the Political editor of the northern lights, Skjalg Fjellheim, writes in his comment “the Rema is not my best friend”.
In the course of the weekend the new marketing gimmicken Ræma 1000 quickly been baptized into it about as popular Ass 1000 in the north, he writes.
Fjellheim believes Rema 1000 has stepped right in the northern heart.
– In 24 hours can all of Rema’s reputation to be more or less crushed in the North of Norway because they kødder with the strongest northern brand we have except for the Hurtigruten. Choosing an international bryggerigant with Danish ownership and throw out the small local Norwegian breweries have understandably attracted strong reasjoner in Northern Norway. This is a total bomskudd, says Fjellheim to VG.
Remember? Rema new mobile app “Æ” gave betalingstrøbbel
Beer – and brusprodusenten Ringnes, which is wholly owned by the Danish Carlsberg Group, is as known been the “best friend” to the Rema.
this can have serious consequences in large parts of the country.
– Unacceptable proposals
Hansa Borg Breweries now says Sunday night that they do not have any agreement about delivery to Rema 1000 stores in 2017.
” We received the proposal a proposal from norway post before the weekend about how our products should be sold and placed, and we gave Rema 1000 information about the that it in no way can be accepted. We have no agreement with Rema 1000, says Lars Midtgaard, managing director of Hansa Borg Breweries to VG.
the Company owns not only the Hansa, but also the Borg in Sarpsborg, CB in Kristiansand, norway, and 54 per cent of Nøgne Ø in Grimstad, norway.
Rema will only let us sell the Hansa in the county of Hordaland, but with a very limited range and small shelf space. People come closest to having to go to the back to get our beer, ” says Midtgaard.
see also: Rema-Reitan turns back towards the rykteflom: – We are not for sale
On the Sørandet, we only get to sell a type CB beer and it is only in Vest-Agder, while today we sell all types of CB-beer in both the East – and West-Agder, says Midtgaard.
In Fredrikstad, he says, they will only sell Fredrikstad pils and two varieties Borg in Sarpsborgområdet.
Also here is the very limited shelf space. This we cannot accept, ” says Midtgaard.
He says that the situation with Rema is completely unresolved.
– We are going to contact them on Monday to find out what applies in 2017. In the worst case, will not our products to be found in Rema 1000 shops in it all, ” says Midtgaard.
Read: Reitan-success
Rema says to VG that it was the Hansa Borg as himself said the agreement with them last year.
– The best selling varieties will be available in lokalmarkedene – Hansa in Hordaland, CB on the South coast and Castle in the county of Østfold. That Hansa Borg want to have a larger share of the products inside is understandable, but we retain the very important products. We experience to agree about the agreement, ” says Lars Kristian Lindberg, managing director of acquisitions in Rema 1000.
Read: Record in NorgesGruppen
Meeting on Monday
Harald Bredrup, managing director of Mack, will on Monday evening meet Rema 1000 management in Oslo to discuss the inflamed the controversy.
– We have an agreement that runs out in February and we are not in agreement on a new deal. They have chosen Carlsberg is the dominant player in Norway, on the water, beer and soft drinks. To Carlsberg get greater volume in the Rema must it be at the expense of regional breweries that Mack, Aass and Hansa, says Bredrup to VG.
He believes that the Rema spices up the whole thing by saying that they’ll give shelf space to microbreweries.
But a part of these are owned by the Rema himself. The premise for the negotiations with the us means that our volume will be reduced dramatically, ” says Bredrup who are preparing for job cuts in the business today has 120 employees.
How many people have to go, he knows not.
see also: Mack fears Rema-refusal could lead to termination
Available in north
Lindberg in Rema 1000 mean Mack has created unnecessary uncertainty by, the way he sees it, to try to negotiate through the media.
Mack management has created a tremendous commitment and it shows how much regional goods and beer does to people. But we have never had any other plan than that Mack should be available in our stores in the north, he says to VG.
He confirms that Mack in the side last year, has distributed beer to Retail stores throughout the country, but refers to the fact that Mack has increased the price by 25 per cent.
We shall discuss the level of turnover on Monday. If there are any mistakes, or something we disagree about, we’ll take it then. Instead of talking with us directly has Mack gone right out in the media, but we can not negotiate in the media. We are very keen to have a good dialogue and think it most be resolved by talking over the table, ” says Lindberg.
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Mack believes it must be up to consumers to decide if they are too expensive.
– We are up against a giant who is the market leader in all of the categories and has some crazy economies of scale. To believe that we have a cost level that is similar to Carlsbergs, is like believing in santa claus, ” says Bredrup.
– Devastate free
Bredrup tells that today they sell Mack at the Coop, Norgesgruppen and Rema – also in the South of Norway. Sales in Retail stores in the south started in the year.
We were up for the year, but when a dominant player gets to ravage freely with the space in the store such as here, it becomes difficult for the small vendors. This is historieløst, says Bredrup and points out that people have a beating heart for their local beer.
– It is a fantastic that forbrukerengasjement. It all boils down to is that “best friend” gets exclusivity and the freedom to remove the competition products. It is nicely packaged, but the package inside is not particularly pretty. It is the brutal reality, ” says Bredrup.
Will drop to the small
Rema says that over the best friend-the strategy over time will reduce the number of larger suppliers to achieve better conditions at the same time that they are open to more regional and local suppliers.
– We will do microbreweries available in lokalmarkedene where they mean something to our customers, ” says Lindberg, adding that those in Oslo will take the beer from the Southampton Brewery, and beer from Berentsen Brygghus in California.
Rema even have a stake in the Southampton Brewery through the Norwegian Breweries.
Furthermore, the Rema in the dialogue Rena Brewery as well as Borg and Nøisom in Østfoldsregionen.
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