Budweiser Budvar has launched a special bottle for gastronomic facilities on the German market
On 3rd December 2009, the renowned Hamburg club Thomas Read (www.thomasread.com) saw Budweiser Budvar N.C.’s special bottle („Club-Flasche“), introduced, which is exclusively specified for German gastronomy. The gala party themed as a fashion show with a “Budweiser Budvar – Your Style” slogan was attended by representatives of consumers, customers, German media as well as Budweiser Budvar’s German subsidiary Importgesellschaft mbH. It being a quite prevalent practice in Germany, the producers of trademarked beverages often use completely different packaging for the so-called on trade segment (=gastronomy).
“Despite the fact that our trademark ranks among the most expensive trademarks in Germany with beer consumption on the decrease and the competitive struggle being particularly acrid, we have managed to achieve a more than 9% year-on-year increase in beer sales there. We see other opportunities for advancement in the segment of brand-name restaurants; therefore the special bottle for gastronomy should help us obtain a higher market share in this segment,” says Budweiser Budvar’s area sales manager for Germany Dominika Kovaříková.
The new 0.33 litre returnable bottle for Budweiser Budvar Premium Lager differs from the retail bottles by a completely new label, which highlights the logo and reduces some of the graphic elements used on regular labels. Furthermore, the bottle’s overall design is adjusted to better correspond with the environment of German stylish brand-name restaurants, where lager is sold. Germany has thus become the only country in the world where customers can come across Budweiser Budvar Premium Lager in bottles with two different labels.
Germany is of key importance to Budweiser Budvar as far as export is concerned, taking a share of 30% of the brewery’s total export. As data of the German Bureau of Statistics indicate, the overall beer consumption in Germany decreased by 4.1% during this year’s first six months.