We first discovered Volkan beer, from Santorini in 2011. Learning how to pronounce and spell Volkan beer, has troubled many people (Volcan, Volkano, Volckan were some of the mistakes). Despite these small “problems” the Santorini brewery is a reality. Everyone seemed to be more concerned about where the brewery was located and where the beers were being brewed instead of their taste and quality. Today there are four Volkan beer labels and there is no reason why there shouldn’t be more. Volkan beer consumers further strengthen the company which is being accused by many of abusing marketing tricks.
Volkan beers were introduced to the public in August of 2011. Volkan Black and Volkan Blonde were the first to make their appearance. Two years and one month later, in September of 2013 they presented their new beer, Volkan White and in August of 2014, Volkan Grey was introduced. Although Volkan beers are from Santorini, they aren’t brewed in Santorini. The company that manages Mr. Petros Nomikos businesses is based in Santorini. The entrepreneur’s native island.
First Lomax MON LTD, as it is called is the one that has Volkan beer’s legal rights. The entrepreneur’s and the company’s philosophy is to “Provide work for everyone”. Following the strategy of many famous foreign beer brands, it was decided to produce their beer in a brewery that is owned by another company. For the time being the aren’t any plans for the construction or purchase of a brewery but, according to reports, if demand continues to increase Volkan beer will be produced by breweries located in various parts of Greece. Today the beer is produced at Zeos brewery in the Argolis region which meets all the requirements for the production of Volkan.
The region of Argolis is able to provide all the ingredients listed on the label of each beer. Everything that makes Volkan unique even the volcanic rock filter. It is this filter that has aroused suspicions reactions in the beer industry arguing that this is impossible, since it is illegal to remove the volcanic rock from the island. Besides the filtered water that is needed for the production of the Volkan beers, other ingredients used apart, barley, yeast and hops, rare Santorini honey, from the bees that are responsible for the pollination of the grapes used in the famous Vinsanto wine, Citron from Naxos and bergamot, a kind of citrus, which is used in the newest label of Volkan beer, Volkan Grey.
Volkan beers actively support the “Debt-free Greece”campaign by giving 50% of its profits to support the organization and the reduction of debt. Another point that has caused unfavorable reactions, with many people complaining that they pay their taxes, therefore why should they donate part of the money they spend on beer on government bonds. The campaign has now ended and the non-profit was able to collect a donation of €840.000 for the acquisition of Greek bonds.
Any marketing plans taken by First Lomax to promote and support its products is met with negative attitudes, lawsuits and various court proceedings. Only the results prove to be beneficial to Volkan beer since its publicity increases even through negative criticism.
Volkan support the arts and also receive support by the arts. In 2012 Volkan highlighted the creative side of Greece by collaborating with the Santozeum Museum in Santorini for the issue of artistic photos. In 2013, contact with the arts is widened, as the famous Greek artist Alekos Phasianos created the collectible package series. The artist’s touch is evident from the first glance of the cap. Unquestionably an eye catcher.
First Lomax was launched in 2011 and at the time it had a very small support group. Today this group has grown and with the guidance and experience of Paul Kotsidis the support group has grown and Volkan beers are gaining more friends. Constant participation in exhibitions in Greece and abroad, First Lomax and Volkan beers have acquired international awards and have a bright future ahead of them. In 2013 it was honored with the “Product Innovation of the Year” award at the world famous “International Beer Awards” competition at the 9th Canadian International Beer Strategy Conference, in Prague, Czech Republic.
The company has its headquarters in Fira Santorini and maintains offices in Maroussi, Athens.
First Lomax ΜΟΝ. ΕΠΕ
Fira, Santorini 84700
Tηλ.: +30 690 9903810, +30 211 4111081, +30 211 4111072
This post is also available in: Greek
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