this still valid? Don’t you think a new name could give it more penetration, especially in foreign markets? Consumption patterns have changed and today Kinnie is a drink which appeals equally to males and females. With all the heritage and brand equity that Kinnie today so strongly commands, it would be a mistake to give the product a new name. That said, we are currently finalising a major rebranding exercise for Kinnie which we are confident will give a fresher and more appealing look to the brand. This, we hope to roll out into the market very shortly. As one of our main flagship brands, Kinnie continues to serve us well, and in spite of the wide array of imported drinks, Kinnie remains a firm favourite for many Maltese.
Let’s now turn to the hospitality field. What is the Group’s relationship with the hotel and restaurant/bar industry? What are the problems associated with that sector and what can be done to make the relationship better? We obviously have strong ties with the hospitality industry which we very much value. Apart from the must-have Maltese Cisk and Kinnie which, apart from the locals, many tourists want to experience, Farsons is seen as a comprehensive beverage supplier and this renders the demands and expectations from our hospitality clients higher. Considering our leading position, this is understandable. I would certainly not generalise when it comes to singling out any problems, particularly given that there are a good number of exem-
plary operators, and would rather refer to what I would term as challenging situations in our relationship with selective segments within the hospitality industry. The reliance on overly extended credit terms for the payment of supplies / services rendered is probably one of the first that comes to mind when dealing with certain
“We obviously have strong ties with the hospitality industry which we very much value”
March 2011
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