PRESENTATION OF AD JAGODINSKA BREWERY

HISTORICAL DEVELOPMENT
Jagodinska brewery Jagodina was founded on December 21, 1852, as one of the
first industries of Serbia at that time.

Founder of Jagodinska brewery was a prominent merchant Filip Stankovic.

Since then to nowadays Jagodinska brewery was demolished twice, in 1912 and in
1915, and it continued working in 1921 with participation of Czech capital.

 In late 90s of the last century Jagodinska brewery expanded its production to malt
and baker yeast, and during 1974 production palette was enriched by soft drinks juices, and in April 2000 production of mineral water began.

Jagodinska brewery was nationalized in 1946, and in the following periods it suffered
various forms of reorganization, and now it is working under the name Holding company Jagodinska pivara.

As a Holding company it was registered on July 3, 1998 under number

FI 1471/98 at Commercial Court in Kragujevac. Activity of the company is: production of malt, beer, soft drinks, water and yeast.

 65% of shares of AD Jagodinska brewery is in the state property, while the other 35%
is in property of small shareholders.

The State is interested in tender sale of its package of shares, and we are interested
in finding strategic partner who will helps us to maintain, now we can freely say, tradition that has been lasting for centuries.

ORGANIZATION OF AD JAGODINSKA PIVARA

Production is performed in working units Brewery, malthouse, and silo and Bottling
plant and JAPS.

Sale is executed through working unit Commercial which includes warehouses in

Novi Sad, Mladenovac, Kragujevac, Nis, Srebrno jezero, and Pozarevac.

Supporting working units are Energetics, Maintenance, Lab and two sections for
legal-financial affairs Genaral section and Financial section.

AD Jagodinska brewery has in its structure one dependant company Pivara

promet DOO, with the seat in Jagodina, for retail trade with alcohol and soft drinks. Affairs of accounting, general and legal affairs for the needs of dependant company are performed by head company.

PRODUCTION CHARACTERISTICS

Annual capacity of production is up to 300 000 hl of beer. Technological procedure that is our characteristic and which distinguishes us from other breweries is fermentation in open tubs and it Jagodinsko beer a special characteristic. Water from our own sources is used in production. The factory possesses its own silos for storage of basic raw materials of a capacity up to 12 000 t. In previous years production of brewery malt was performed in within the factory itself as well as production of special types of malt for black and dark beer, which provides opportunity for expanding production program by launching these plants again after repair.

 Currently in the brewery Jagodinsko light beer is produced with 5% v/v of alcohol,
which is packed into glass bottles of 0.5l, PET bottles of 1.5l and barrels of 30l, as well as non-carbonated juice Apple and carbonated juices Orange and Exotic in PET bottle of 1.5 l.

Wrapping material is harmonized with other breweries, so that decantation is

performed into BNR bottle, and it is packed into branded crates with recognizable trademark.

 Jagodinska brewery possesses plants for production of baker yeast with capacity of
up to 1 000 t. Production of yeast is currently stopped.

Refreshing soft drinks and syrups are a part of standard production agenda and they
have regular place on the market. Capacity of this production is 20 000 hl a year.

Production of thermal and cooling energy is performed in the factory itself in plants
that use natural gas as energy-generating product with the possibility of the use of crude oil.

Quality control of input raw materials as well as process and final control of all
products is performed in the lab itself.

CREATIVE STRATEGY OF JAGODINSKO BEER

Beer is produced according to 150 years old traditional technology without
use of preservatives, additives and stabilizers.

We do not possess HASAP and ISO standards. We cover market in radius of around 100 Km around Jagodina, i.e. around
2% of the market. Last year we resumed export to Macedonia.

CREATIVE STRATEGY OF JAGODINSKO BEER

Jagodinska brewery has an extraordinarily long tradition. Combined with the

image of household" producer of quality beer for those who know", that tradition is becoming very serious weapon in the battle for conquering greater space on the market.

CREATIVE STRATEGY OF JAGODINSKO BEER

Thus, we invoke past times in order to use them to guarantee quality of

Jagodinsko beer.

We do not deny the possibility to other breweries to make drinking beers, but we
argue that good time and great atmosphere are possible only with JAGODINSKO!!!.

DEVELOPMENT OF COMMERCIAL BRAND

We wish to find a new, unique way of communication with customers who are forced every day to swim in the sea of commercial brands that exist on the market.

We came to a recognizable look of the brand that will at the same time have the ability to communicate with customers at the level of tradition, quality, and building confidence in the name of GOOD, OLD JAGODINSKO BEER.

VISUAL IDENTITY AND DEVELOPMENT OF COMMERCIAL BRAND JAGODINSKO BEER

Jagodinsko pivo u ambalai od 0.5l

COMMUNICATION STRATEGY

Communication strategy promotes present time with a review of old traditional values, of those who could not have been run over by the time and progress of civilization, and which will stay preserved forever.

NO FUN WITHOUT GRANDPA!

SOMETHING IS SAVED ANYWAY

TONE AND ATMOSPHERE OF THE CAMPAIGN

Tone and atmosphere of the campaign are warm, suggestive, and charming , with which we wanted to distinguish ourselves from other communication strategies on the market and to bring closer the brand to the customers in a different and unique way.

A year after foundation of Jagodinska brewery USA bought a great part of nowadays Arizona from Mexico, the first railway in Asia was built, and blue jeans were invented. All that is not related to Jagodinska brewery, but, as we say:

NO FUN WITHOUT GRANDPA!

Four years after foundation of Jagodinska brewery Nikola Tesla was born, ice hockey was invented, and Millard Filmore, 13. president of the USA honorary diploma of Oxford. All that is not related to Jagodinska brewery, but, as we say:

NO FUN

WITHOUT GRANDPA!

Three years after foundation of Jagodinska brewery in building number 488 in New York Broadway street worlds first elevator intended for tenants was started, mailbox was invented. All that is not related to Jagodinska brewery, but, as we say:

NO FUN WITHOUT GRANDPA!

Six godina years after foundation of Jagodinska brewery chocolate production started in Belgium, toilet paper was invented, and Queen Victoria sent the first telegraph message to American president Buchanan through a cable connecting Ireland and Canada under the Atlantic Ocean. All that is not related to Jagodinska brewery, but, as we say:

NO FUN WITHOUT GRANDPA!