In the last few days, historically first kegs with pale and dark lager headed from Budweiser Budvar Brewery to China. The dispatch contains 470 kegs with the pale and 320 kegs with dark lager - overall 237 hectolitres, with Shanghai being their final destination. Most of the exported beer is destined for the guests visiting the restaurant of the Czech pavilion during the World EXPO 2010 Shanghai China, which opens on 1st May. Budweiser Budvar Brewery is the “General Partner of the Czech Participants at the EXPO 2010” and its lager the “Official Beer of the Czech Exposition”.
“Lager from Budweiser Budvar Brewery conquered the world with its traditional recipe, unique raw materials and original flavour. Since our beer belongs amongst the most known Czech products in the world, it also became the official beer of the Czech exposition at the EXPO 2010”, says Budweiser Budvar’s business manager for China Tomáš Bártů. The Czech restaurant at the EXPO 2010 will be equipped with a drawing tap, glasses, table cloths and other accessories bearing the Budweiser Budvar logo, with the staff being dressed jointly in Budvar colours as well. Half a litre of the lager will cost RMB 45 (app. CZK 126). “We see the participation at the EXPO as our great business opportunity as well as a very effective promotion. We expect our beer to be tasted not only by China’s inhabitants, but also other Asian countries. Today, Asia is the only continent, where market research indicate a long-term rise, therefore we consider it a very perspective and strategic territory,” adds Tomáš Bártů. Presently, Budweiser Budvar exports to eight Asian countries, such as South Korea, Japan or Vietnam.
Budweiser Budvar has been exporting to China since 2008, supplying its Premium Lager only in bottles so far. The sales in China are taking place under the trademark of “Budějovický Budvar“, which is supplemented by its Chinese equivalent (read ‘Bai De Fu’), which means ‘To be very lucky’ or ‘Everybody is very lucky’.
Budweiser Budvar will take advantage of the EXPO 2010 also in order to do direct trade negotiations. At the beginning of June, a week-long business presentation will proceed in the Czech pavilion, with Budweiser Budvar’s TOP management present. Furthermore, a special gift pack of beer plus a glass has been prepared to support the trade negotiations at the EXPO 2010.
About the World EXPO 2010 Shanghai China
The date of the exposition: 1st May 2010 - 31st October 2010
Number of participants: 192 countries and 50 international organizations confirmed their partaking
Anticipated attendance: a historical record of 70 million; by estimation 90% of them Chinese
The general theme: Better City – Better Life
The theme of the Czech National Participants: Fruits of civilization
The Czech pavilion’s total area: 2,000 m2
The Czech pavilion’s location: by the main entrance to the C zone - near the underground station, directly at the descend from the main communication trunk road “Skywalk“ onto “European Plaza“
The Czech pavilion’s anticipated attendance: maximum capacity of up to 30,000 visitors a day