Karl Bondin

Q: Your brands, like Kinnie and Cisk, have strong heritage in Malta. How are you balancing that heritage while appealing to younger consumers?
A: As Cisk approaches its centenary in 2029, the brand continues to evolve while preserving its core identity and signature taste.

Innovations such as Cisk Excel, Cisk Chill, and Cisk 0.0 reflect our commitment to meeting modern consumer demands without compromising heritage.

Similarly, since its launch in 1952, Kinnie has continuously invested in branding and product development to stay relevant across generations.

The introduction of Diet Kinnie in 1984, Kinnie Zest in 2007, and most recently Kinnie Zero in 2024, underline our drive to keep the brand fresh and competitive in a dynamic market.

Q: Sustainability and responsible consumption are increasingly important in the drinks sector. How is Farsons embedding these principles into your brand strategy and campaigns?
A: Sustainability is central to our business strategy. Key initiatives include the installation of photovoltaic panels generating over 2.5 Million kWh annually, a new water treatment plant achieving 95% recovery of incoming water (up from 74%), and expanding our returnable glass bottle system.

Our goal is for all glass bottles sold by early 2026 to be returnable, reinforcing our belief in sustainable packaging. We also promote responsible consumption through campaigns, packaging, and social media.

The launch of Cisk 0.0 in 2021 exemplifies our commitment to health-conscious consumers, offering a refreshing, nonalcoholic option without sacrificing taste.

Q: Looking ahead, what role do marketing trends, storytelling, and brand experience play in driving growth and loyalty?
A: Since 1928, Farsons has become a household name with brands like Cisk and Kinnie deeply rooted in Maltese life. As a family business, storytelling is part of our DNA.

The Brewhouse, inaugurated in 2023, has transformed one of Malta’s finest 20th-century industrial buildings into a vibrant hub featuring offices, restaurants, a gastro-brewpub, brand shop, and the Farsons Brewery Experience, a unique destination to share our story and strengthen loyalty among locals and visitors alike.

Q: With tourism, hospitality, and on-trade channels evolving, what opportunities and challenges do you see ahead?
A: The evolving landscape offers opportunities for our premium products to attract a discerning audience, however adapting to changing tastes and hospitality trends remains essential to sustaining growth and brand presence.