There are presently over 1,000 of such foodstuffs produced in the EU countries. The products selected into the European Quality System accomplish an annual turnover of EUR 14,000 million and is ever increasing. “Českobudějovické pivo“ whose only representative is the Budweiser Budvar trademark belongs amongst these exclusive European foodstuffs.
The trade mission “The Taste of Europe: quality guaranteed” of Dacian Ciolos – the European Commissioner for Agriculture and Rural Development took place in China at the end of March. The main objective of the mission lay in the negotiations regarding China – EU bilateral agreements on the protection of products that can use the geographical indication of origin. These are the best foodstuffs which Europe can provide for its customers. The selected products accomplish an annual turnover of EUR 14,000 million, which is going to increase in the future. European producers see big business potential of the top-class foodstuffs also in the countries out of the EU. The escort to the European Commissioner included 33 representatives of the producers of the top-quality European foodstuffs, which are selected into the European Quality System and can use one of the three geographical indications (PGI, PDO and TSG). During a series of presentations and press conferences in Shanghai, Hangzhou and Peking, Chinese politicians, media and managers from business chains were shown e.g. Grana Padano, Feta and Roquefort cheese, Prosciutto di Parma dry ham, Bordeaux, Porto and Tokaji wine, Irish Whiskey, Cognac or Bavarian beer.
“Českobudějovické pivo“ whose only representative is the Budweiser Budvar trademark was amongst these exclusive European foodstuffs. “We acquired the PGI for our beer in 2004. It turns out to have been a very far-sighted step, as the demand for quality foodstuffs with this indication has been increasing in the long term. The European Union has now been globally promoting traditional European products and that should support our export particularly in exotic territories,“ says Jiří Boček, Budweiser Budvar’s CEO and a member of the “The Taste of Europe: quality guaranteed” mission. “I am pleased that the European Union has been trying to extend the protection of foodstuffs with the indication of origin also by means of bilateral agreements and that this effort is met with positive responses. This way undoubtedly helped to increase the recognition of our brand on the Chinese market and in the future can help to increase our export as well as extending our business activities worldwide,“ adds Mr Boček.
Budweiser Budvar has been exporting to China since 2008, using the “Budějovický Budvar“ trademark along with the Chinese equivalent (‘Bai De Fu’), which means ‘To be very lucky’ or ‘Everybody is very lucky’.
Last year Budweiser Budvar sold 800 hectolitres of pale and dark lager in China, which is nearly three times more than the volume sold in 2009.