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Pivovary Staropramen Sell Most Beer in History of the Company
17.3.2009
Rubrika: Press report

Another increase in beer sales volume in the domestic market and growing demand for the Staropramen brand abroad – that, in a nutshell, characterizes the year 2008 from the perspective of Pivovary Staropramen, a member of the Anheuser-Busch InBev group. In total, the company sold 3.26 million hectoliters of beer, breaking the company’s previous record from 2007.

Domestic Market Position Reinforced

As this result was achieved in a declining market, Pivovary Staropramen reinforced its position as the second biggest brewer in the Czech Republic. The company’s market share grew to 15.6% last year.

 

“Our premium brands Stella Artois, Hoegaarden and Leffe did very well last year. The Staropramen brand maintained its market share. Braník had a successful year, too, reinforcing its position as the second best-selling bottled beer brand in the country,” said Jana Dubová, Pivovary Staropramen’s Director of Marketing.

 

In year-on-year terms, the company grew its market share in the gastronomy segment. “We are having ongoing success in the implementation of our strategy, which is to be more for our customers than just a beer supplier. First and foremost, we want to be a partner in their business,” explains Petr Kovařík, Sales Director of Gastronomy Segment.“Thanks to our over 10 years of experience operating the successful Potrefená husa Staropramen branded pubs franchise, we know a lot about running restaurants and pubs, and we put our experience to work for the benefit of our business partners,” Kovařík added.

 

International Sales of Staropramen Brand Still Showing Significant Growth

Another element of Pivovary Staropramen’s success last year was growing demand for Staropramen in markets abroad. There was a continuation of the growth trend from previous years in international markets, where the brand is positioned as a premium beer. Advances were seen in both export volume of the Staropramen brand (+3%) and production of Staropramen under license (+19%). Last year, Staropramen was enjoyed by consumers in 32 countries, among which the UK, Germany, Sweden, and Slovakia are the brand’s biggest export markets.

 

Key to Success Is Personal Involvement and Dedication of Employees

“Last year we proved that Pivovary Staropramen is a company capable of achieving growth even in difficult economic times. The keys to this success are effective brand development, a well-chosen sales and marketing strategy, and our people – without their personal involvement and dedication, we would not have been able to achieve such a result,” said Zbyněk Kovář, General Manager of Pivovary Staropramen, listing the drivers of last year’s performance.