Malmgård Brewery trusts in craftsmanship and premium beers

Malmgård Brewery, part of MBH Breweries, is dedicated to cherishing craftmanship and quality ingredients of premium beers. The brewery is located in Loviisa, on the South coast around 90 kilometres from Helsinki. The brewery is operated by the Hartwall family that has greatly contributed to the Finnish beverage culture for over 190 years, during seven generations. As a craft brewery, the company faces both interesting opportunities and tough competition in the fiercely competed consumer market. This article is about how Malmgård Brewery adopts direct consumer insight, supporting its brand and marketing functions, as well as staying tuned with the demand drivers in the Finnish consumer market.

It all starts with dedication and a pinch of hops

Around 30 years ago, the beer brewing industry in Finland was dominated by a few large breweries. Since then the market in Finland and also abroad has changed significantly; there is a large number of specialized craft breweries and the competition for the best shelves space and winning the consumers’ hearts is fierce. The beer category has broadened remarkably; terms such as IPA, APA, and NEIPA were not heard of in the common language 30 years ago. Today they are part of the basic vocabulary, especially for those who are into craft beers.

“The beer market and consumer preferences have diversified significantly over the past 30 years”, comments Jukka Sipilä, the CEO of MBH Breweries. “This is great development as it allows us to serve the refined needs and consumers’ high expectations in a way that matches with our expertise and ambitions. We live and brew by our own high standards and experience, and it all boils down to high-quality ingredients”, Sipilä adds.

The diversification of the beer types and product categories, as well as international influences and trends, merge with the local Finnish habits and evolving consumer preferences. In order to learn what these preferences are, the company has collaborated with Crowst for over six years, tuning into the tastes of craft beer-oriented consumers in Finland.

Quality over quantity – Finnish beer market has evolved

The enriched and diversified beer tastes represent great opportunities for a company that has a product portfolio based on quality and broad variety of beer types.

“We are proud of our beer product portfolio that covers quality lagers, IPA, Ale, Belge, Porter and seasonal beers, to mention a few”, Sipilä states. “With the market research we have conducted with Crowst, we have learned that consumers today prefer quality over quantity on beers. This sets the bar higher for ingredients, packaging, and ultimately taste; the decisive factor for success. This is great, as the refined tastes and higher expectations on quality match perfectly with our experience and ambitions”, Sipilä continues.

“With the market research we have conducted with Crowst, we have learned that consumers today prefer quality over quantity on beers. This sets the bar higher for ingredients, packaging, and ultimately taste; the decisive factor for success.”

-Jukka Sipilä, Chief Executive Officer, MBH Breweries

The company’s beer portfolio covers traditional classics, as well as new innovative beers such as Pineapple IPA, Peach Ice Tea Pale Ale and gluten-free lager. Across the broad portfolio the alcohol content varies between 4,5% – 11%.

Interested in reading more on “beer-tastic” insight? Have a look at our earlier article on Saimaa Brewing Company here.