With the PPL market continuing to nose dive, the 8.4% volume loss Nielsen recorded for the months of February and March now running at 9.8%, Budweiser Budvar UK reports that for the fifth period running the Czech brand has completely bucked this trend. According to Marketing Manager Ian Moss the brand has been consistently showing a par volume performance over “a period of unprecedented difficulty for the beer industry in general and PPL sector in particular”.
This proves says Moss that whatever the economic or social turbulence drinkers continue to be drawn to genuine imported beers with provenance. “This result will confound the cynics who have tried to dismiss the idea of imported specialist beers driving the sector as another marketing myth. All you have to do is look at the figures to see that it’s the big commodity brands that are losing share, not us. We are the future not them”
Whilst all other established brands in the sector show a steady decline Budvar’s distribution is increasing whilst rate of sale is driving volume and clocked a 4% increase in the last period. Geographically the latest figures show that Budvar is enjoying impressive growth in Scotland, the North and the Midlands. “As far as outlet type is concerned” says Moss, “we are doing particularly well in leased and tenanted pubs and hotels – where our presence is growing well ahead of the market”.
Whilst admitting that one or two foreigners are enjoying growth ahead of Budvar Moss characterises these as fashion accessories. “They are like shooting stars, spent in seconds” he says. “ Budvar on the other hand is in for the long haul. You could say we stick to our knitting and carry on doing what we do best –brewing world class beer”.
Without wishing to sound self-congratulatory Moss says the Nielsen figures indicate that the brand in the right outlets and demonstrating to its customers that Budvar is a brand that can really move the needle for them when it comes to sales and repeat sales. (ends)
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