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18/11/2009 ¦ National Association News

Finland: Pekka Tiainen appointed Chairman of the Federation of the Brewing and Soft Drinks Industry

Pekka Tiainen, CEO of Oy Sinebrychoff Ab, has been appointed Chairman of the Board of the Federation of the Brewing and Soft Drinks Industry. The brewing industry is facing a challenging year.
 
The Federation’s new Chairman, Pekka Tiainen, describes the near future as challenging for the brewing industry. “Beer tax has already been increased twice this year and now a rise in soft drink taxation is also threatening the beverage industry,” he says.
 
“The tax on soft drinks is discriminatory and competitively biased. It cannot be defended by invoking public health concerns, as many similar products – which contain not only sugar but also fat – fall outside the scope of the tax. It’s unacceptable for the brewing industry to be made liable for such a large proportion of the government’s profit target – an alternative must be found. The current financial climate is already posing its own challenges.”
 
“Last year, the industry launched a packaging overhaul by introducing recyclable plastic bottles, and this has now been successfully completed. The new packaging has enabled a wider range of differently shaped and sized bottles to be brought to market. The change has, however, demanded considerable effort from both the trade and beverage manufacturers, and has also required substantial investments. We can once again be proud of Finland’s recycling system,” Tiainen says.
 
Tiainen emphasizes beer’s role as an accompaniment to food. “Beer is a familiar and well-loved beverage. With so many different types of beers available, there is bound to be one to suit every dish and every palate. As we approach the Christmas season, I would like to remind everyone of the time-honoured role that beer has played as an accompaniment to the Finnish Christmas ham and traditional fish dishes.”
 
In terms of value addition, the brewing industry is the third largest of the food and drink industries in Finland, directly or indirectly employing a total of over 30,000 Finns throughout the various stages of the production and distribution chain – in agriculture, malthouses, breweries, transportation, trade, and bars and restaurants.

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