Pivovary Staropramen Sales Volumes
29.2.2008
Rubrika: Press report
The total sales of Pivovary Staropramen in 2007 (not including production abroad under license) reached 3.24 mil. hectolitres of beer. Compared to 2006, that represents growth of 5.9 % and biggest sales in history of the company. The company’s export had remarkable share on sales volumes growth and was also record-breaking.
Sales in the domestic market grew by 4.7 %, Staropramen - the fastest growing brand
Despite a very slight growth of the whole Czech beer market, Pivovary Staropramen domestic sales grew by 4.7 % to 2.55 mil. hectolitres of beer in 2007.„ The best performing brand was Staropramen, which grew by 8.8 % year-on-year, recorded growth in bottled beer segment as well as on a highly competitive market of draught beer, and increased its market share. Sales volumes of Stella Artois lager, the number one among foreign premium brands on our market, grew significantly as well,” says Petr Dvořák, Marketing Director of Pivovary Staropramen. Braník brand and regional Ostravar also recorded increase in sales volumes. This year, the company will continue to focus on further strengthening of its major brands on the Czech market, especially in key regions.
Highest sales volumes on foreign markets in company’s history
2007 saw a very significant growth in sales of Staropramen beer abroad – to 1.54 mil. hectolitres of beer. Net export grew by 10.1 % to 687 000 hectolitres. Production of beer abroad under license grew significantly as well – by 31.5 % to 849 000 hectolitres. “Pivovary Staropramen is the second largest Czech beer exporter. Percentage of year-on-year growth of Staropramen export sales volumes has been ranging in double figures for last couple of years,” says Petr Dvořák, Marketing Director. “Staropramen brand is exported to 30 countries worldwide. It is sold in superpremium brands segment on foreign markets,” adds Dvořák. The most important export markets are UK, Germany, Sweden and Slovakia.
Warm weather and business strategy
Behind excellent results on the domestic market, extraordinarily warm winter months, very warm weather in the beginning of the main season and also a good business and marketing strategy can be found. “We are a brewing company, which has been successfully operating its own franchise concept Potrefená husa for ten years. We know a lot about profitability and perfect functioning of a restaurant and we are using our know-how in cooperation with our business partners. We want to be not only their beer supplier but a real partner in enterprising. Our customers appreciate this approach,” explains Petr Kovařík, Independent Sales Director, the company strategy for the gastronomy business area.
Our people make the difference
Tunç Cerrahoğlu, the General Manager of Pivovary Staropramen, comments on successful development of company’s results: “In the last two years, we have been doing our homework in investing into our brands, our people and our production facilities extensively. The results are showing that the efforts of Pivovary Staropramen team are paying back. Our people make the difference and we will continue to invest into development of our people as well as providing learning opportunities to them in Czech Republic but also across the world of InBev. For example, 95 % of all top management appointments are made internally. Results are also proof of the acceptance of our customers and consumers that they support our brands.“
Pivovary Staropramen’s sales volumes development in last 5 years
Graph 1 – Total sales volumes 2003-2007 (in mil. hectolitres, not including licence production abroad)
Graph 2 – Net export 2003-2007 (in hl)
