BTA Strengthens Its Regional Presence in Uzbekistan: Borges, ITLV and Lurpak Tastings in the Fergana Valley

From 4 to 9 September, the BTA Trade Marketing team held a series of tastings for Borges, ITLV and Lurpak across five PKA retail locations in the Fergana Valley. Dedicated branded zones were set up for each brand, allowing shoppers to discover the products, sample them and learn more about how they can be used. Over five days, the activations generated more than 1,500 consumer contacts, with interest at some locations exceeding that seen at comparable activations in Tashkent.

Developing Distribution Across the Regions of Uzbekistan

For BTA, regional development is an important part of its distribution strategy in Uzbekistan. Product availability on the shelf should be supported by tools that help consumers discover the brand, evaluate the product and make a purchase decision.

From Distribution to a Strong Brand Presence

BTA’s role as a distributor goes beyond ensuring product availability at retail locations. The company also supports the development of brands in the market by combining nationwide distribution in Uzbekistan, trade marketing, cooperation with retail chains and BTL activations.

The Borges, ITLV and Lurpak tastings in the Fergana Valley are another example of this integrated approach. Regional activations help brands increase visibility, expand their audience and strengthen their positions in the Uzbek market.

BTA will continue developing projects across the regions, supporting partner brands not only through broad distribution, but also through effective promotional tools directly at the point of sale.