Kassatly’s impressive path to success

Kassatly’s impressive path to success

Akram Nicolas Kassatly, chairman and CEO of Kassatly Chtaura SAL, launched his business during an exceptionally challenging period in Lebanon’s history. In this exclusive interview, he discusses the firm’s accomplishments, its steady growth and latest endeavors. 

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 place my dream on hold due to the civil war and produce jallab and other syrups instead. These products quickly became all-time favorites. Kassatly Chtaura went on to add liqueurs, jams, pickles, halewa, tahini, juices and other products to its ever-growing portfolio under the Kassatly Chtaura brand.
In 2000, tapping into the international RTD trend, we introduced the drink BUZZ, a vodka-based, carbonated and fruit-flavored drink. Subsequently, in 2001, we released a non-alcoholic version of it called FREEZ. Hundreds of thousands of cases have been sold all over the world since then.
In 2014, BEIRUT BEER was launched along with other sub-brands (Buzz Beer and MEXBEER) and quickly became a household favorite thanks to its ingenious size, easy cap opening and smart packaging.
After long and extensive R&D, FREEZ, the beloved soft drink, needed a fresh new look. That led to the birth of FREEZ MIX 2015/2016 in beautifully colored bottles with unique labels and flavor mixes.

What can you tell us about your new products and latest projects?
This year, we released two new products:
FREEZ CRYSTAL: a complete line of premium tonic mixers that elevate cocktail drinks to another level.
MEXBEER: a refreshing Pilsner-style lager beer that can be enjoyed anytime, anywhere.
Moreover, our Cyprus plant is a major extension of our family business, mostly dedicated to FREEZ MIX production. It satisfies the yearly increase of global demand
FREEZ MIX eventually needed a European seal, and Cyprus was the perfect place: close to home and with many other advantages.

How do you envision the future of the beverage industry in Lebanon and what role will Kassatly Chtaura play?
People will always drink sodas, juices and alcoholic beverages. Every country has its local beers that they are proud of. Beirut Beer is already a major player in the local beverage industry. As for other beverages, they will always continue growing and developing even more, as they have done in previous years.

What advice do you have for the next generation of business owners?
I would advise them to always aim for perfection rather than the average; persevere no matter the obstacle and be on the lookout for new global trends. They must always listen to consumers and clients, and continuously revisit packaging and design until perfect.




Website Icon png images | PNGEgg kassatly.net   Website Icon png images | PNGEgg Beirut.beer   Website Icon png images | PNGEgg kassatlychtaura.com

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Rita Ghantous

Rita Ghantous is a hospitality aficionado and a passionate writer with over 9 years’ experience in journalism and 5 years experience in the hospitality sector. Her passion for the performance arts and writing, started early. At 10 years old she was praised for her solo performance of the Beatles song “All My Love” accompanied by a guitarist, and was approached by a French talent scout during her school play. However, her love for writing was stronger. Fresh out of school, she became a freelance journalist for Noun Magazine and was awarded the Silver Award Cup for Outstanding Poetry, by The International Library of Poetry (Washington DC). She studied Business Management and earned a Masters degree from Saint Joseph University (USJ), her thesis was published in the Proche-Orient, Études en Management book. She then pursued a career in the hospitality industry but didn’t give up writing, that is why she launched the Four Points by Sheraton Le Verdun Newsletter. Her love for the industry and journalism led her to Hospitality Services - the organizers of the HORECA trade show in Lebanon, Saudi Arabia, Kuwait and Jordan, as well as Salon Du Chocolat, Beirut Cooking Festival, Whisky Live and other regional shows. She is currently the Publications Executive of Hospitality News Middle East, Taste & Flavors and Lebanon Traveler. It is with ultimate devotion for her magazines that she demonstrates her hospitality savoir-faire.

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