Budweiser Budvar’s beer sales in Germany rose by 9% last year
Germany represents the most important export market for Budweiser Budvar Brewery. On a long-term basis, Germany shares one third of the brewery’s overall export. German customers have been familiar with the lager from Budvar since 1897, when it was awarded a gold medal at the food fair in Stuttgart. The export was not interrupted even after 1948. Due to the constant top quality and unique flavour, the Budweiser Budvar trademark built an extraordinarily strong and stable position in the premium imported lagers segment. Being real beer connoisseurs, the Germans appreciate the exclusive flavour of Budweiser Budvar Premium Lager with its mild bitterness, top-quality ingredients as well as traditional brewing procedures.
“In 2009, Budweiser Budvar sold 204,755 hectolitres of Budweiser Budvar Premium Lager in Germany, which represents an annual increase by 9.3%. Last year’s results reflect to a large extent the excellent work of our subsidiary’s colleagues, who managed to perfectly capitalise on the potential and strong image of our trademark during the difficult times of economic depression,” says Budweiser Budvar’s business manager Robert Chrt. Last year’s total beer consumption in Germany however decreased by 3%, as the German Breweries Association indicates. The beer consumption in Germany has been on a long-term decline, as in 1990 the Germans consumed annually 142 litres of beer per capita while last year the total amounted to roughly 106 litres. Budweiser Budvar’s market share in Germany has therefore been on a long-term rise. As the latest research by the Nielsen Company shows, in 2009 Budweiser Budvar Premium Lager was even the most sold trademark amongst the premium imported lagers in German retailers.
Last year, the Budweiser Budvar trademark accomplished a rise in sales not only in the retail segment, but also in gastronomy. Budweiser Budvar Premium Lager is presently on offer in more than 1,000 themed restaurants and clubs. A special bottle (“Club-Flasche“) designed particularly for gastronomy was launched on the German market last year, which is expected to contribute to a further sales increase in this trade field in the future. “Extraordinarily loyal customers and consumers represent our additional advantage in Germany, as they consider our trademark a premium one as well as highly credible. Therefore they are willing to pay for the experience of consuming our beer a price, which corresponds with its quality,” adds Robert Chrt. Furthermore, there is virtually no re-import of Budweiser Budvar Premium Lager to the Czech Republic, owing to the higher price of this beer in Germany.
Budweiser Budvar’s last year’s export was successful. The brewery exported a total of 580,000 hectolitres of beer to 58 countries last year, which is practically the same volume as in 2008. The result can be considered a very good one with regard to the anticipated fall in the Czech beer export by more than 10%. Budweiser Budvar Brewery thus increased its share on the Czech export onto 18-20%. Newly the brewery began to export to the United Arab Emirates, Mexico and Kosovo.