Last year Budweiser Budvar exported the most beer ever in its history
Budweiser Budvar Brewery exported a record-breaking volume of beer last year, as 604,791 hectolitres of the golden beverage was sold to 58 countries in the whole world. That represents a year-on-year increase of 4.3 % despite the fact that the Czech Brewers and Maltsters Association estimated a 12% fall of a total beer export from the Czech Republic in 2010. The flagship product of the export is Budweiser Budvar Premium Lager, which is sold in some territories under the name of “Budějovický Budvar” or “Czechvar”. The lager shared the total export of 90%. About 84% of the exported volume of beer headed for the EU countries, the largest export markets in 2010 being Germany, the United Kingdom, Slovakia, Austria and Russia.
“We consider the sales increase in Germany our largest success as it is our most important export territory. We accomplished the largest ever volume sold there amounting to 214,408 hectolitres, which means a year-on-year increase of 4.7 %,” says Budweiser Budvar export department’s manager Renata Pánková. The beer consumption in Germany has nonetheless been falling in the long term – in 1990 the Germans consumed 142 litres of beer per capita, while two years ago it was only around 106 litres. “We have extraordinarily loyal customers in Germany, who regard our trademark a premium and reliable one with an exceptional image. Therefore they are willing to pay a higher price for the delight from our beer corresponding with its quality even in the unsettled times of a fading recession,” adds Renata Pánková. The position of the Budweiser Budvar’s trademark in Germany has been very good from a historical point of view, as the export of this lager was not interrupted even in the cold war period. As last year’s audit carried out by the AC Nielsen agency indicates, Budweiser Budvar Premium Lager was the most sold imported beer in German retails.
“We also appreciate our steady success in Slovakia, where the export has shown a permanent increase since 2004, rising by nearly half during six years. Despite the introduction of the EURO and an oppressive economic situation in 2010, we managed a year-on-year increase by 2.2% in Slovakia,“ closes Renata Pánková. Last year was flourishing in other countries as well. Following a significant fall in sales during 2009 caused by the devaluation of the rouble and other anti-crisis measures, the sales of the Budweiser Budvar trademark in Russia increased by 20%. The Budweiser Budvar trademark remains the most sold Czech beer in Austria, while the demanding Swiss market noted a year-on-year increase in sales of 3.9%. What also significantly rose was e.g. export to Poland (+ 69%), Sweden (+ 36%), Italy (+ 34%), Australia (+ 32%) or New Zealand (+ 42%). Increase was also achieved in the USA (+ 4%) or Canada (+ 5%). China saw the sales volume go up nearly threefold, primarily due to the brewery’s participation at the World EXPO 2010 Shanghai China. Sales in Norway, Armenia, Georgia and Ukraine showed a nearly double year-on-year increase. Beer export to India was newly launched in 2010 and supplies to the Netherlands were re-established after six years. Moreover, Budweiser Budvar Brewery enriched its export portfolio in some countries by new products as well as packaging. For instance, historically first supplies of dark lager to China and Australia were carried out, so were the supplies of alcohol-free beer to Holland and of special strong beer Budějovický Budvar Premier Select (16o, alcohol content 7.6%, maturing period 200 days) to India, Italy and Australia.