Kayra is on the market

Mey Alcoholic Beverages has fully renewed its wine category and has presented its new product line to the approval of consumers. In the family of wines sold under the name ‘Kayra', there are 12 new wines in total. Kayra wines, carrying the brands Cumartesi, Tılsım, Buzbağ/Buğu and Terra, are a turning point in the development of Turkish wine making with production made on site where the grapes grow, care and attention shown at every stage of production and tasteful bottle and label designs.

Mey Alcoholic Beverages began a comprehensive restructuring programme in all categories after taking over Tekel's alcoholic beverages department 1,5 years ago and Mey now presents its completely renewed wine line to the approval of wine lovers. The wine family that carries the name ‘Kayra' includes 12 wines that have varying tastes according to the grape they are produced from and they present alternatives for different settings of consumption.

Kayra wines are produced, with a 'production on site' approach, by processing grapes that grow in the foremost vineyards of Anatolia at production facilities that are in the same area with the vineyards. Kayra has been developed to reveal the real potential of Anatolian soil, the motherland of wine, in viniculture and winemaking. Kayra wines shall meet the consumer with the brands Cumartesi, Tılsım, Buzbağ/ Buğu and Terra and the line presents product alternatives within a wide spectrum that shall go well with virtually all dishes. The wines in the Kayra family have been chosen to present different consumer groups with different products and beside their taste and palate they also attract with their elegant label and bottle designs featuring modern interpretations of symbols of different Anatolian civilisations. Kayra is aiming to transform wine into a beverage that is consumed by a wider audience on a more frequent basis and shall also bring a difference to the market with the quality/price balance of its products.

Mey's CEO, Galip Yorgancıoğlu, stated that Kayra symbolises a turning point in the development of the wine industry in Turkey and that wine production in Turkey shall be elevated to a new level with Kayra. Yorgancıoğlu also stressed that the expectations of wine consumers in Turkey are evolving rapidly and that Kayra has been conceived to meet these expectations. Yorgancıoğlu emphasized that Mey Alcoholic Beverages is one of the leading producers in the alcoholic beverages industry in the world and that Kayra was also produced with the attentive approach and high quality standards of Mey Alcoholic Beverages in every field. Yorgancıoğlu also pointed out that with Kayra, consumers in Turkey shall meet with high quality wine that has been produced and priced ethically. Yorgancıoğlu added: “A new page has now been turned in wine production in Turkey and in the expectations of wine consumers. The whole of Turkey shall be introduced to high quality wine, wine produced on site, and the expectations of consumers shall be formed based on this new experience. We are revealing the real potential of Turkey's wine grapes. We are very glad to have achieved this.”

Gözdem Bebekoğlu, Marketing Manager of Kayra stated that the Kayra brand was developed on the virtues of “sharing” and ‘cordiality' and that they have set out to bring wine to a position where it is consumed by a wider spectrum of society and to make wine a drink that people feel closer to. Bebekoğlu also indicated that Kayra, the name of this family of wines was chosen because it was a Turkish name that had a vibrant harmony of sound and the depth and visuality to carry the whole family. Gözdem Bebekoğlu went on to point out that they perceived wine as the ‘drink of sharing' and that all wines of the Kayra family had been designed for different target groups to accompany different settings for sharing. Bebekoğlu added: “Kayra expresses a philosophy of ‘sharing' with its name, logo and all its brands, and also with its bottle and designs; we aim to start from here to present the Turkish wines we produce on the soil where wine was born to the world”.

Jean-Luc Colin, consultant for wine production, stated that the wines of the Kayra series were produced with the “on site production” approach, considering the ‘terroir' characteristics of the grapes. Colin added: “Terroir indicates all environmental factors such as climate, vineyard system, land and the composition of the soil that influence the growth of the grape. When developing the Kayra wines we used the grapes grown in the most suitable conditions. We were also able to produce wine from the grapes without having to transport them over long distances thanks to our production plants that are situated in the regions we grow the grapes. So it was possible to preserve the terroir characteristics, the aroma and the taste of the grapes. And with the Kayra series that we have come up with, we sincerely believe that we have inaugurated a new era in turkey in wine production.”