With the passing of Akram Nicolas Kassatly, Lebanon bids farewell to one of its pioneering industrialists and visionary entrepreneurs.
As former chairman and CEO of Kassatly Chtaura, he built one of Lebanon’s most recognized beverage brands while navigating decades of economic and national challenges with resilience and innovation.
We revisit this previous interview where the late Akram Nicolas Kassatly reflected on the beginnings of Kassatly Chtaura, the vision behind its enduring success and his advice to future generations of business leaders.
Kassatly Chtaura was founded in Lebanon 1974. How did it all start?
I started making wine in the early 1970s, but I was forced to put my dream on hold due to the civil war and instead produce jallab and other syrups. These products quickly became household favorites. Kassatly Chtaura later expanded its portfolio to include liqueurs, jams, pickles, halewa, tahini, juices and other products under the Kassatly Chtaura brand.
In 2000, tapping into the international RTD trend, we introduced BUZZ, a vodka based, carbonated and fruit flavored drink. Subsequently, in 2001, we launched a non alcoholic version called FREEZ. Since then, consumers worldwide have purchased hundreds of thousands of cases.
In 2014, Kassatly Chtaura SAL launched BEIRUT BEER alongside Buzz Beer and MEXBEER, quickly winning consumers through smart packaging, convenient sizing and easy opening caps. After extensive research and development, FREEZ, the beloved soft drink, received a fresh new identity. This led to the launch of FREEZ MIX in 2015 and 2016, featuring colorful bottles, distinctive labels and unique flavor combinations.
What advice do you have for the next generation of business owners?
I would advise them to always aim for perfection rather than mediocrity, persevere regardless of obstacles and stay attentive to emerging global trends. They must continuously listen to consumers and clients while consistently refining packaging and design until reaching the highest standards.
kassatly.net 
