MEHMET PIRILTI | Group Marketing Director | ANADOLU EFES
Speaker at 11th International Label Conference
Economics & Psychology (Double Major), Leadership (Minor); Claremont McKenna College MBA, Strategy (Minor); Peter F. Drucker Graduate School of Management
Strategic senior marketer with 10+ years of experience in highly competitive and various levels of restricted markets. Currently he is reflecting his experience gained by leading the no.1 FMCG brand in Turkey to international markets including Russia, CIS, East Europe, and MENA.
During his career Mehmet specialized in brand revitalization, touchpoint enhancement, and shelf impact. He has led many launch, re-launch, and NPD projects and now he is also providing consultance to different teams across the company specifically on packaging subject.
Refreshing around 660mn consumers in markets with low per capita consumption…
Anadolu Efes produces and markets beer, malt and non-alcoholic beverages in a wide geographical area comprising of Turkey, Russia, the Commonwealth of Independent States (CIS), Europe, Central Asia and the Middle East.
Commencing its operations in Turkey in 1969, Anadolu Efes has been the market leader since the 1980s. From the 1990s onwards the company expanded its operations overseas; this in itself can be considered as a turning point. Anadolu Efes Continuing its operations in order to ensure commercial sustainability in the global market, Anadolu Efes increased its strength in the foreign markets by entering into a strategic partnership with SABMiller. With the agreement signed in 2012, Anadolu Efes hatook over SABMiller’s operations in Russia and Ukraine and became the second largest beer manufacturer in Russia.
Anadolu Efes currently continues its operations as a global company, which exports three quarters of its production. In terms of sales volume, it is the 6th largest brewer in Europe, and the 11th largest in the world. Exporting products to over 70 countries, Anadolu Efes is one of the key players in the region with a total of 15 breweries, six malt production facilities and one hops processing facility across Turkey, Kazakhstan, Russia, Moldova, Georgia and Ukraine.
Anadolu Efes aims to excel at quality and operational performance while respecting its sustainability priorities. Operating at an international scale and with a hight free float rate, it manages its projects in light of its statement “Sustaining a Better Life” in view of developing its sustainability performance with its transparent and accountable structure. Sharing mutual platforms with initiatives and non-governmental organisations in relation to the aforementioned motives, Anadolu Efes, is an important stakeholder of United Nations Global Compact and a signatory of the UNGC CEO Water Mandate.
Continuing its successful operations for over 45 years, Anadolu Efes has put its name to numerous successful endeavours spanning from sports to art and from culture to music, in the countries it operates. It has also given its name to Anadolu Efes, one of the most successful basketball teams in Turkey.