The Czech Republic & South Korea: Czech lager Pilsner Urquell sells well in South Korea

Plzeňský Prazdroj has increased sales of its Pilsner Urquell lager in South Korea, the parent SABMiller plc reported on November, 22.

During the first 10 months of this year, the Czech brewer exported to South Korea close to 1500 hectolitres of Pilsner Urquell beer, which is 75 percent more since last year. Until 2006, the sales there barely surpassed 500 hectolitres per year.

In South Korea the legal drinking age is 19. The nation’s annual per capita beer consumption is 37 litres, and local brands dominate the market with a share of approximately 97 percent. Today, the consumption of imported beers has a share of 3 percent, but interest in them is constantly increasing. That is why Plzeňský Prazdroj started to export its dark Velkopopovický Kozel five months ago. It received very positive feedback from South Koreans, which is also reflected in an increase in sales, SABMiller said.

Up until now, Plzeňský Prazdroj has only exported its Pilsner Urquell to Korea in bottles of 0.33 litres.

"Keeping in mind the growing interest in Pilsner beer, we are now considering supplying 0.5-litre cans and beer on tap in rustproof kegs," Karel Kraus, senior brand manager of the Pilsner Urquell brand, said.

24 November, 2010