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.
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