Çelikler Group Dış Ticaret A.Ş., headquartered in Istanbul, Turkey, is a prominent trading and distribution company specializing in the global supply of beverages and FMCG (fast-moving consumer goods). With a strong foothold in international markets and a focus on brand-oriented exports, Çelikler Group has emerged as a dynamic force in the wholesale and distribution of non-alcoholic beverages under both proprietary and partner labels.
Core Business and Product Portfolio
Çelikler Group operates primarily in the FMCG sector with a particular specialization in beverage exports. The company’s product catalog includes:
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Juices and Fruit Beverages:
- Fruisty Juice – A line of fruit-flavored juice beverages catering to diverse taste preferences.
- Rani Juice – Popular fruit drink brand recognized across Middle Eastern and Asian markets.
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Malt and Non-Alcoholic Beverages:
- Barbican – Non-alcoholic malt beverage available in various flavors, widely consumed in GCC countries.
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Carbonated Soft Drinks (CSD) under the brand Go Up:
- Go Up Cola
- Go Up Ananas Aromalı Gazlı İçecek (Pineapple Flavored Soda)
- Go Up Limon Aromalı Gazlı İçecek (Lemon Flavored Soda)
- Go Up Portakal Aromalı Gazlı İçecek (Orange Flavored Soda)
- Go Up Elma Aromalı Gazlı İçecek (Apple Flavored Soda)
These beverages are distributed in multiple formats and tailored packaging for wholesale, retail, and convenience segments across target markets.
Market Reach and Distribution Network
Çelikler Group has a robust export network spanning multiple regions:
- Middle East and North Africa (MENA): Particularly strong presence in Saudi Arabia, UAE, Kuwait, and Egypt.
- Sub-Saharan Africa: Ongoing expansion into East and West African nations through regional distributor partnerships.
- Asia-Pacific and CIS: Emerging markets include Kazakhstan, Pakistan, and Southeast Asia.
The company partners with local distributors, supermarkets, beverage wholesalers, and hotel supply chains, enabling it to reach retail shelves and HORECA channels efficiently.
Business Model and Strategic Focus
Çelikler Group operates with a trading model that combines:
- Private Label and OEM Exports: Ability to manufacture and package beverages under buyer’s brand names.
- Multi-brand Export Management: Acts as the international trade arm for several beverage brands.
- Full Container Load (FCL) Export Logistics: Structured for bulk international shipments across maritime trade routes.
- Custom Compliance and Documentation: Offers support for halal certification, FDA/USDA approval, and labeling as per destination country requirements.
This multi-tiered model enables flexibility in adapting to market-specific consumer trends and regulatory environments.
Competitive Advantages
- Product Variety: Offers an expansive portfolio of juice, soda, and malt beverages under internationally known and proprietary brands.
- Logistics Proficiency: Experienced in global shipping and cross-border trade documentation.
- Market-Specific Branding: Custom flavoring and packaging for culturally and regionally adapted SKUs.
- Strategic Sourcing: Works with vetted co-packers and manufacturers in Turkey and neighboring countries to ensure cost-efficiency and quality.
- Price Positioning: Competitive pricing structures geared for developing markets and value-based retail chains.
These competitive advantages make Çelikler Group a preferred choice for distributors seeking efficient sourcing of branded FMCG beverages.
Infrastructure and Operational Capabilities
- Headquarters located in Istanbul, with administrative offices supporting import/export operations.
- Warehousing and consolidation facilities in Mersin, close to one of Turkey’s major export seaports.
- In-house trade compliance and documentation specialists for smooth customs clearance and halal compliance.
- Multi-language customer service and trade team to facilitate client communication across international markets.
These capabilities enable efficient coordination from procurement through to port delivery and final export.
Certifications and Compliance
Çelikler Group emphasizes compliance and quality standards in international trade:
- Products are often available with Halal certification upon request.
- All exports adhere to destination country food safety regulations, including labeling and shelf-life norms.
- Partner manufacturers comply with ISO 22000 and HACCP food safety systems.
This compliance framework ensures that Çelikler’s exports are accepted in both regulated and semi-regulated markets.
Branding and Partnerships
The group owns and/or exports several fast-growing beverage brands:
- Go Up – House brand of flavored soft drinks gaining popularity in Middle Eastern and African markets.
- Fruisty Juice – Broad range of fruit juice drinks positioned for family and youth demographics.
- Barbican and Rani – Partner distribution for established global brands in selected markets.
Their partnership model combines brand stewardship with flexible route-to-market strategies across emerging economies.
Notable Achievements
- Exported beverages to over 30 countries in 2023 across four continents.
- Delivered millions of units annually of Fruisty and Go Up beverages through containerized shipments.
- Developed private label beverages for over a dozen international distributors.
- Recognized for rapid market entry strategies, particularly in North Africa and the GCC region.
- Maintains a zero-non-compliance rate in customs documentation for food exports since 2020.
Çelikler Group Dış Ticaret A.Ş. continues to drive growth by offering versatile, price-competitive, and culturally adaptive beverage solutions to global partners. With a growing international presence and a strong foundation in Turkish trade expertise, the company is well-positioned to expand its influence in the global FMCG space.
