Efe started working on its rakı production facility in 2002 when the state monopoly on the production and sale of distilled alcoholic beverages was lifted in Turkey.
In August 2004, Efe was introduced to consumers, first in Germany and then in Turkey. Within the first six months, it achieved higher than expected sales when it sold out of all its products.
In order to meet the increasing demand as a result of Efe’s growing reputation in the market, the annual production capacity was increased from 5 to nearly 14 million liters in 2005.
The secret to Efe’s current success lies in customer satisfaction, in addition to well-planned brand positioning and innovation. In a market that is so deep-rooted in habit and consumer preference, Efe offered a brand new product and managed to create a loyal customer base despite the high level of competition in the market. The company’s marketing strategies include introducing unique taste of Efe products to more consumers.
The pioneering efforts of Efe regarding consumer safety, a first in the industry, are followed closely by its competitors and are an important factor that makes Efe stand out among its peers. As a result of the unfortunate incidents of illegally produced alcohol in Turkey, Efe initiated many safety innovations. It was the first brand to develop the ball-type cap which makes it impossible to imitate. The red line which appears when the cap is removed and disappears when the cap is put on is another safety measure. Additionally, laser-written production codes and hologram tags are among extra safety measures. All these elements highlight how much significance Efe attaches to safety.
In the rakı marketplace which was dominated only by sales and lacked any marketing activities, Efe breaks new ground with an innovative vision. Striving to revive and preserve the rakı culture in Turkey, Efe continues to develop products and innovations to contribute to this tradition.