Tornion Brewery reports surge in sales after winning world’s best international lager title

Tornion Brewery has experienced a remarkable boost in sales during August, attributed to its successful marketing strategy surrounding a recent beer competition. On August 9, the brewery announced that its lager had been awarded the title of the world’s best international lager at the World Beer Awards.

CEO Kaj Kostiander revealed that following the announcement, sales surged, with the brewery selling twice as much product in just ten days compared to the entire month of July. “This is a substantial investment for us,” Kostiander stated. The competition featured nearly 100 different categories, and participation was not limited to all Finnish beers, as breweries could choose to enter their products at a cost of €215 per beer. Tornion Brewery registered two beers, with total participation costs approximating €300 each.

Anikó Lehtinen, president of the Finnish Beer Association, emphasized the significance of competition results as a marketing tool for smaller breweries. The International Lager category alone saw over 110 entries, with blind taste tests determining the winners. Kostiander remarked on the challenges of comparing distinct beer styles, stating, “It’s quite difficult to decide if the world’s best pale lager is better than the world’s best Imperial Stout.”

Financially, Tornion Brewery has seen an upswing recently, reporting a modest profit of just under €50,000 for the last fiscal year after experiencing significant losses in 2022. Despite a positive outlook for 2024, Kostiander cautioned that uncertain times persist, due to rising costs, the ongoing war in Ukraine, and cautious consumer spending. According to statistics, more microbreweries ceased operations than new licenses were issued last year, indicating a challenging market landscape. Lehtinen noted that competitions can substantially enhance sales for smaller breweries, making participation a worthwhile investment.