A. Le Coq instance of enterprise
A. Le Coq (Estonian pronunciation: [ˈɑ.le ˈkokˑ]) is an Estonian brewery. The company was founded in 1807 by a Prussian family of the same name, who were descendants of the Huguenots who had fled France in the 17th century. The company was bought in 1997 and is currently owned by Finnish company Olvi. It produces many types of drinks including beers, long drinks, ciders and soft drinks. The best known beer is the A. Le Coq Premium, which is the most popular beer in Estonia, according to the latest AC Nielsen results in October 2008. A. Le Coq Arena in Tallinn was named after the beer.
Its motto is Asi on maitses, meaning 'it's about the taste'. A song with this name by rock band Smilers was also specifically written and is used in commercials.History
Direct predecessors of the oldest Estonian brewery that has been continuously operating – A. Le Coq – in Tartu are the breweries of B. J. Hesse (1800) and J. R. Schramm (1826). In course of time, a large enterprise Tivoli Ltd. formed from these companies, the owner of which called it in 1913 A. Le Coq Ltd.
Company A. Le Coq & Co. dealing with beverage trade was established in Prussia in 1807 by a family bearing the same name. In the 1820s, Albert von Le Coq settled in London to trade with the products of the family's wine manor. He soon started to bottle and export under his name Russian Imperial stout. He ordered that special dark and strong top-fermented beer from the big breweries in London where the drink was bottled, especially taking into consideration the taste preferences of Russian market.
High customs duties levied in Russia and increasingly more frequent forging of the reputable trademark forced A. Le Coq & Co. (Russia) Ltd. that had been transformed into a private limited group in 1904 to move its headquarters and bottling plant from London to St. Petersburg.
The owners of A. Le Coq were looking for many years for a suitable brewery to manufacture Imperial stout in Russia, in the end Tivoli Ltd. in Tartu proved to be chosen, where the company is operating today.Over the last 200 years, A. Le Coq has passed through the hands of many owners and many managers, but the trademark itself endures. During the Soviet era the company's name was changed to Tartu Õlletehas ('Tartu Brewery'), but it became A. Le Coq once again in 1997, when it was privatised by Olvi. Since then, the A. Le Coq brand has been reintroduced and significant investments have made the company (and its trademark) one of the leading and most recognised brands in Estonia.
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