Budweiser Budvar UK is aiming to build on record 2021 sales and further strengthen UK consumers’ strong affinity with the authentic premium Czech lager.
The national brewery of the Czech Republic saw a market-beating 38% volume increase in 2021 in the UK. Total volumes, across both the off-trade and on-trade, for Budweiser Budvar were 80,000hl, the equivalent of 16 million 500ml bottles of Budvar.
Jitka Vlčková, managing director of Budweiser Budvar UK, said: “For an ever-increasing number of craft beer drinkers, Budweiser Budvar is the first choice when it comes to full flavoured, authentically lagered Czech beer. Our increased UK distribution means we’re reaching more consumers than ever.”
The record 2021 performance built on the 2020 brand refresh for Budvar, which has put the focus on the state-owned Czech lager’s quality and heritage, as well as proclaiming its status as the flagship of ‘the Republic of Beer’.
The brand was a strong performer in the UK off-trade, with IRI data showing Budweiser Budvar was the third fastest growing world lager in supermarkets, and the number one stocked Czech beer brand in the convenience channel. On-trade sales also made a strong recovery once venues reopened in April 2021.
Distinctive marketing
Rich Sanna, multiple grocer channel controller for Budweiser Budvar UK, said: “We were well positioned to meet the increase in off-trade demand in 2020 when the covid lockdown shifted sales to supermarkets and convenience stores. This gave us category growth in a market where some leading brands struggled to meet demand.
“Our continued growth in the retail channel in 2021 was driven by increased rate of sale, incremental distribution in existing stockists, and new listings. We also continued to see the benefits of the Republic of Beer marketing, which has helped consumers understand the unique position of Budweiser Budvar as a beer from a nation, not a corporation.”
Vlčková added: “As one of 10m Czech citizens, I’m very proud to be a co-owner of the Budweiser Budvar brand. UK consumers increasingly appreciate the quality, authenticity and, above all, the flavour of Budvar.
“During 2022, as well as targeting further off-trade growth, we plan to support the recovery of the UK on-trade with targeted marketing and brand support. Our distinctive marketing will continue to focus on our individuality, and the brand’s unique proposition.”
