This year, vendors have expanded their offerings of traditional Ligo foods and goods, including cheese, beer, picnic supplies and grilled meats. This was stated by retail chains surveyed by LETA. According to the head of public relations at Rimi Latvia, Inga Bite, Ligo is traditionally one of the most active purchasing periods, so this year the chain stores will expand the assortment of Janova cheese and other cheeses, and will also offer larger beer packages. For example, last year the demand for Yanov cheese increased 28 times, and various seasonings, herbs and seeds were bought seven times more than on normal days. If we talk about beer, in recent years residents have fallen in love with craft beer, and during the holiday season last year, sales of non-alcoholic beer increased by 56%. According to Bite, since residents buy salads, snacks, fresh produce and pickling products in large quantities on Ligo, shoppers are most active in visiting stores two days before the holidays. The Lidl chain has also expanded its range of non-alcoholic beer. According to Ingar Rudzitis, representative of the corporate communications department of SIA Lidl Latvija, residents are preparing for the holidays in a timely manner and are also actively purchasing non-food products – coals, bathing accessories, lighter mixtures. Lidl also expects an influx of shoppers ahead of the holidays, when residents will start buying fresh food with a short shelf life. In turn, Liene Dupate-Ugule, head of communications at Maxima Latvija, noted that this year there has been a clear trend – residents are trying to celebrate Midsummer Eve and Ligo traditionally, without experimenting with tastes. The most popular products will be cheese, meat products, vegetables, fruits and various salty snacks, including pies and garlic croutons. Maxima Latvij Purchasing Director Edvins Lakstigala added that almost 300 different cheeses and cheese products are offered in Maxima stores every day, and during the holidays the assortment will be supplemented with traditional Yan cheeses produced in Latvia. As for beer, as practice shows, in recent years residents have preferred products from local producers; demand for non-alcoholic beer, cocktails and ciders is also growing. Marketing Director of top! Ilze Priedite noted that during the holidays, residents often buy large packages and sets. If we talk about beer, they often buy bottled beer rather than in cans – which is natural, since in this case the assortment is three times larger. Light beer is being purchased more often, and the popularity of non-alcoholic beer and different flavors is also growing.
