BRASSERIE ALMAZA I
Brasserie Almaza has exemplified Lebanon’s rich brewing heritage since 1933. From celebrations to everyday enjoyment, the irresistible flavours of Almaza beer have become an iconic and synonymous facet of Lebanese culture. CEO Naji Nacouzi and Senior Brand Manager Lorene Georges shared insights into the company’s past, present and future with Hannah Barnett.
Founded over 90 years ago, Brasserie Almaza is no stranger to external political and economic turbulence. During its lifetime, the brewery has endured the Lebanese civil war from 1975 until 1990, and more recently, it has navigated the impact of an unprecedented economic crisis that began in 2019.
In 2002, the multinational beer behemoth Heineken acquired Almaza and managed it until 2021 when Philippe Jabre , a third-generation member of the founding family, reclaimed the majority
share. Heineken retains a 25% minority stake in the brewery.
Combining authenticity, tradition and contemporary craftsmanship, Almaza beer and the brewery embody the perfect blend of heritage and innovation. Despite all the challenges faced, one thing remains constant at Almaza: the commitment to the quality and the authentic taste of the product.
“We maintain the same crisp beer by upholding consistent brewing standards and quality,” said CEO Naji Nacouzi.
BRASSERIE ALMAZA I PROFILE
“Heineken continues to provide technical supervision. What has changed is the agility of the new management to adapt to the Lebanese economic and administrative environment. Under multinational ownership, decision making involved multiple layers of command. Now, our decisions are made more smoothly and quickly.”
Investments that pay off Almaza's classic beer, known for its smooth and accessible taste with 4.2% alcohol, is designed to complement a traditional Lebanese mezze. The company also offers Rex, a stronger beer, and continues to import and distribute Heineken products, giving Almaza brewery a domestic market share exceeding 65%.
With 180 employees and a turnover of over $25 million, Almaza is ESG certified, facilitating easier access to global markets. Under the new management, the brewery has installed solar panels, reducing energy consumption and CO2 emissions by 15% to 20%.
“We partnered with an NGO called Lebanon Waste Management on a project that incentivises the collection of glass bottles from streets and homes,” Mr Nacouzi shared. “We also resell our crushed bottles to another organisation that reuses them, or we re-export the crushed glass material as raw material scrap.”
The company is the first and only organisation in Lebanon to invest in such a glass recycling initiative.
Despite recent administrative changes, Almaza values the trust built through consistent long-term relationships with suppliers who became like partners and
have accompanied Almaza brewery over the years.
“We’ve continued working with the same suppliers, most of whom were approved by Heineken, to ensure a consistent quality of our raw materials and packaging,” Mr Nacouzi explained. “These suppliers share our values and our focus on quality and sustainability, leading us to favour enduring partnerships.”
These strong collaborations have also positioned the company well for expanding its investment programme.
“We believe in reinvesting in our machinery and equipment, ensuring proper repair and maintenance,” Mr Nacouzi added. “We are also committed to investing in the brand itself. As a market leader, Almaza aims to lead in innovation and creative advertising to maintain that position.”
Marketing masterclass
One of the most significant recent changes has been a renewed focus on marketing, emphasising brand equity, creativity and advertising. After the 2019 economic crash in Lebanon, these investments were put on hold. However, since regaining independence in 2022, Almaza's strategy has centred on promoting the brand’s legacy, iconic status and nine decades of history.
“When foreigners visit Lebanon, they all know Almaza and want to try the famous local beer,” said Senior Brand Manager Lorene Georges. “This is one of our main strengths. Brand image is something we take seriously. Almaza’s branding is
visible everywhere – from grocery store canopies to billboards across the country. Our logo is a familiar sight, no matter where you go.”
“What Lorene is describing is a perfect execution of in-trade marketing,” added Mr Nacouzi. “We ensure our branding is present at every point of sale, and that the product is displayed clearly and kept cold. This means that what consumers see in our adverts matches what they find at the point of sale – the ‘moment of truth,’ as we call it.”
The company has also expanded into the on-trade recently, making Almaza beer available in locations where it may be consumed on the spot, generally at restaurants and bars.
“Since launching this initiative, we’ve installed over 200 draught machines across Lebanon,” Ms Georges explained. “The advantage of draught machines is that they create a shared experience that everyone enjoys. I must say, we excel in this sector.”
Diamonds are forever Almaza continues to set itself apart through its commitment to innovation, it was the first brewery in the MENA region to launch an unfiltered beer. This product was inspired by the success of Ichnusa, another Heineken-owned brand from Italy.
“We launched Almaza Unfiltered last year,” Mr Nacouzi explained. “We already had Almaza Light and Almaza Dark, but this new product allows consumers to experience the yeast flavours and residues as part of the beer’s distinctive character. As a Lebanese brewer, we take pride in our diverse and original range of beers. It’s something that neither
BRASSERIE ALMAZA I PROFILE
our local competition nor many global breweries can compete with.”
The company is currently establishing new licensing agreements across the MENA region to cater to the large Lebanese diaspora.
“The Lebanese diaspora is larger than the population within Lebanon,” Mr Nacouzi said. “There are around 15 million Lebanese people living abroad and five million in Lebanon. Almaza exports to more than 70 countries, with established distributors who we consider key partners and who ensure Almaza beer is available in Lebanese or Arabic restaurants around the world. Almaza remains the perfect match for our renowned Lebanese cuisine.”
Another key growth area for Almaza is non-alcoholic beverages. The company
is ready to meet demand with Laziza, a 0.00% malt beverage with an established domestic and export market.
As the company focuses on growing its export business and navigating the ongoing challenges of Lebanon’s economic situation, it’s clear that the Almaza brand will continue to flourish and expand its global presence.
“Despite being 91 years old, Almaza has a young, dynamic spirit,” Mr Nacouzi concluded. “We feel a sense of responsibility because Almaza is a Lebanese icon, and we are managing it for the Lebanese people. Almaza means ‘diamond’ in Arabic, and it’s a diamond for us – a love story with the people of Lebanon.
“We are preserving a real legacy and heritage here, which makes this journey incredibly exciting for me.” n
