KAMELIYA PAVLOVA: A DEDICATED TEAM STANDS BEHIND DELICIOUS BEER


The marketing director of Carlsberg Bulgaria on success and the tastes of 2024

kameliya pavlova carlsberg.jpg

Kameliya Pavlova has over 15 years of experience in marketing. She joined the team of Carlsberg Bulgaria in 2019 as manager Research and Innovations. Through the years she helped build the strategies behind the brands Shumensko, Pirinsko, Tuborg and Zatecky, and Carlsberg non-beer portfolio with focus on Somersby and the beer mixture Garage. She is also behind the creation of the company’s long-term strategy. 

What will be the trends in beer in 2024?

Pale and light lager still dominates the Bulgarian market. However, consumers are increasingly interested in new and interesting tastes - premium and super premium products and alcohol-free beer; they like experimenting with tastes in different moments of the day. Young consumers choose low-alcohol or alcohol-free products because they have less calories and are an opportunity to enjoy genuine beer taste with zero alcohol content. In Bulgaria, this category is still less than 2% of the market, but it is steadily growing on an yearly basis.

Which of Carlsberg Bulgaria's new products we should definitely try?

The beer mixture Garage with taste of lemon or strawberry combines the best of the taste of beer and the freshness of freshly made lemonade. It is suitable for both direct consumption, especially cooled with ice, mint and lemon, and as a foundation for cocktails. Another new offer is one of our local brands - dark malt, the latest limited edition of the Shumensko Author's Beer that we created in partnership with the reality TV show MasterChef. This dark beer stands out with its rich malt taste and fine notes of figs, and is the perfect partner for dishes of red meat, mature cheeses or chocolate-based desserts. 

What of your work for Carlsberg makes you proudest?

The incredible teamwork and all the projects we did together. With a strong team of professionals each campaign is an opportunity to achieve even more. I am excited to see how an idea blooms into a successful marketing strategy and reaches thousands of consumers. All of us in Carlsberg's big family share a passion - an everyday striving to be better than the day before. Our mission is to make the tastiest, best quality and fresh beer with care for the future. Behind delicious beer stands a dedicated team - at each stage of its production.

For you, success is...

To be responsible - to yourself and others. The responsibility to pursue your goals while staying true to your principles and keep being persistent and tenacious. I believe that success is not given, it is a personal choice. If you are open for new opportunities, work with passion and are not afraid, success will be waiting for you. It is up to you to grab it and keep it. 

www.carlsbergbulgaria.bg

Камелия Павлова: Зад вкусната бира стои отдаден екип

Маркетинг директорът на Карлсберг България за успеха и вкусовете на 2024 г.

Камелия Павлова има над 15 години опит в сферата на маркетинга. Присъединява се към екипа на Карлсберг България през 2019 г. като мениджър "Проучвания и иновации". През годините допринася за изграждането на стратегиите зад марките "Шуменско", "Пиринско", Tuborg и Zatecky и за небиреното портфолио на Карлсберг България с фокус върху Somersby и бирения микс Garage. Неин принос е и създаването на дългосрочна иновационна стратегия на компанията.

Какви ще са тенденциите при бирата през 2024 г.?

Светлата и пивка лагер бира продължава да доминира пазара в България. Но потребителите все повече търсят нови и интересни вкусове – премиум и суперпремиум продукти и безалкохолна бира, и експериментират с вкусове в различни моменти. Младите потребители избират нискоалкохолни или безалкохолни продукти, защото имат по-малко калории и са възможност да се насладим на истински бирен вкус с нула съдържание на алкохол. В България тази категория е под 2% от пазара, но всяка година расте с убедителни темпове.

Кои от новите продукти на Карлсберг България трябва непременно да опитаме?

Биреният микс Garage с вкус на лимон или ягода съчетава най-доброто от вкуса на бирата и свежестта на прясно приготвена лимонада. Подходящ е и за самостоятелна консумация, особено охладен с лед, мента и лимон, и като основа за коктейли. Друго актуално предложение е от една от локалните ни марки – тъмен малц, поредното лимитирано предложение от серията "Шуменско авторско пиво", което създадохме в партньорство с тв формата MasterChef. Това тъмно пиво се отличава с богат малцов вкус и фини нотки на смокиня, и е идеален партньор на ястия с червено месо, зрели сирена или шоколадови десерти.

С какво най-много се гордеете в работата си в "Карлсберг"?

С невероятната екипна работа и с всичките ни общи проекти. Със силен отбор от професионалисти всяка кампания е възможност да постигнем още повече. За мен е вълнуващо да виждам как една идея се разгръща в успешна маркетинг стратегия и достига до хиляди потребители. Всички ние, в голямото семейство на "Карлсберг", споделяме една обща страст – желанието всеки ден да сме още по-добри от вчера. Мисията ни е да правим най-вкусната, качествена и прясна бира с мисъл за утрешния ден. Зад вкусната бира стои отдаден екип във всеки момент от нейното производство.

Успехът за Вас е...

Отговорност – към себе си и другите. Отговорност да следваш целите си, като оставаш верен на принципите си и си постоянен и упорит. Вярвам, че успехът не е даденост, а лично решение. Ако си отворен за нови възможности, работиш с желание и не се страхуваш, успехът ще те чака. От теб зависи дали ще го грабнеш и задържиш.

www.carlsbergbulgaria.bg

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