After a month-long investigation, the Competition Council has decided not yet to allow Cēsu alus to take over Valmiermuiža beer. To make a decision, the Council still needs the opinion of representatives from the HoReCa sector.
The Competition Council invites participants of the HoReCa sector and other interested parties to express their views on the impact of the merger on competition. Market participants or other interested parties who wish to provide an opinion on the impact of the planned merger on competition are invited to contact KP economist Sanda Blaua (sanda.blaua@kp.gov.lv) by 31.10.2025.
Joint stock company Cēsu alus is a company registered in Latvia that offers a wide range of beers and other alcoholic and non-alcoholic beverages. The company’s brand portfolio includes beers such as Brūža, Piebalgas, Mītava and others.
Cēsu alus is part of the Finnish OLVI Oyj group. In Latvia, the following Olvi group products are offered: various beer brands (Cēsu Premium, Cēsu Retro, Cēsu Light, Brūža, Mītava, Lido, Corona, Leffe, Warsteiner, Radler, Beershake, Miezītis, Bocmanis, Zhygulevskoe, Latvijas Pilzenes, Piebalgas, Hoegaarden, Stella Artois), ciders (Fizz, Dārza sidrs, Piebalgas sidrs, Sherwood), non-alcoholic beverages (Ulmaņlaiku kvass, Cēsu Premium non-alcoholic beer, non-alcoholic Dārza sidrs, Cēsu Fassbrause, Dārza lemonade, ORN Craft, Limpanietis, Kanes, Limpo lemonade, Dynami:T energy drinks, RC Cola, Vitamin Performance sports drinks, Aura juices, Limpa juices, Lielbātas and Everest water and Bērzūdens), cocktails and strong alcoholic drinks (Johan Freitag vodka and gin, Johan Freitag, le Coq and other brand alcoholic cocktails).
Valmiermuiža beer’s economic activity is mainly related to the production and distribution of beer, offering both Valmiermuiža and Kokmuiža beer lines, as well as non-alcoholic beverages (Gardu muti sodas, kombucha), Tālavas cider, as well as ŌBDO Four ready-to-drink cocktails and gin.
Thus, the merging parties operate in the Latvian markets for the production and wholesale of beer, non-alcoholic carbonated beverages and fermented beverages, including cider.
In view of the above, in order to carry out a more in-depth assessment of the impact of the merger on competition in Latvia, KP, on the basis of the first paragraph of Article 16 of the Competition Law, decided to initiate an in-depth investigation of the planned merger.
Originally published at https://inc-baltics.com/cesu-alum-parnemt-valmiermuizas-alu-vel-nelauj-jauta-nozares-viedokli/
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