Traditionally, Germany is the most important export territory for Budweiser Budvar Premium Lager, sharing the brewery’s total export by one third in the long term. German customers have known the lager from Budvar since 1897 when it was awarded a gold medal at a trade fair in Stuttgart. The export was not interrupted even after 1948. Owing to its long-term top quality and original flavour Budweiser Budvar brand has established an extraordinarily strong and stable position in the segment of premium imported lager. Being real beer connoisseurs, the German appreciate Budweiser Budvar Premium Lager’s unique flavour with mild bitterness as well as good quality ingredients and traditional brewing procedure. The sales in Germany are provided by the subsidiary Budweiser Budvar Importgesellschaft mbH (BBI) located in Erfurt.
“Despite the fading recession and economic insecurity, we accomplished excellent results in Germany last year. The superb teamwork of our subsidiary BBI in Germany must be given the main credit for that. Supported by Budweiser Budvar’s export department, BBI company sold the most beer in its history – a total of 214,408 hectoliters, which represents an increase by 4.7%. Nonetheless, the total beer sales in Germany fell by 1.7% last year,“ says Budweiser Budvar’s business manager Robert Chrt.
The Budweiser Budvar brand’s outstanding position in Germany was also confirmed by the latest regular audit of the Nielsen Company in retails. “In 2010 Budweiser Budvar Original Premium Lager scored as the most sold imported beer in German retail and at the same time the most expensive Czech brand sold in German shops,“ explains Budweiser Budvar’s manager for Germany Dominika Kovaříková. Budweiser Budvar shared the imported beer retail in Germany out of 13.3% in total during 2010, which means a year-on-year increase of the share almost by 1%. “Our German consumers are extraordinarily loyal, who consider our brand a premium and credible one with an excellent image. They are therefore willing to pay a higher price for the experience of consuming our beer corresponding with its quality even in the times of fading recession,“ adds Dominika Kovaříková. As researched by the Nielsen Company, the average price of Budweiser Budvar Premium Lager in German retail is 79 Eurocents for 0.5 litre, while regular beer of German provenience can be purchased for a price below 40 Eurocents.
Last year Budweiser Budvar Brewery accomplished the highest export in its history, having exported a total of 604,791 hectolitres of beer to 58 countries, which represents a 4.3% increase. Owing to that it became the second biggest Czech beer exporter, with its share of the total Czech export reaching 21.4%.