Laitilan Wirvoitusjuomatehdas - How to enter the German market
Laitilan Wirvoitusjuomatehdas - How to enter the German market

Author(s): Essi Grönfors, Niko Hakala, Petri Kuru, Tiia Ollila, Santtu Pääkkönen
Subject(s): Supranational / Global Economy, Business Economy / Management
Published by: Sveučilište Josipa Jurja Strossmayera u Osijeku, Ekonomski fakultet u Osijeku
Keywords: case study; SMEs; Laitilan Wirvoitusjuomatehdas; internationalization; German market; alcoholic beverages;
Summary/Abstract: Our story begins in the autumn of 2018 in a small town in Western Finland called Laitila. It’s a beautiful sunny day, and a warm breeze is blowing through the Laitilan Wirvoitusjuomatehdas factory. Production of the best beer brand in Finland has just begun this morning. You can hear the machines humming in the background, and the smell of fresh malt fills the air. You can almost taste the freshly made Finnish top-quality Kukko beer. But it’s not ready yet. It must be locked in a sealed container for at least three weeks. Only then will Kukko have its unique taste and be ready to be served to anyone who appreciates fantastic tasting beer. To top it all, it’s gluten-free too. No one knows how it became gluten-free, but sometimes accidents make great things even better. For Finns, a little moment with a good beer can make your day. Some might call this magic, but Laitilan call it professionalism.

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