UK: Czech lager brand Budweiser Budvar achieves record sales in the UK in 2021

Czech lager brand Budweiser Budvar has revealed that it achieved record sales in the UK last year after a market-beating 38% volume increase, the KamCity reported on January 13.

Total volumes, across both the off-trade and on-trade, for Budweiser Budvar were 80,000 hl, 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 performance followed a 2020 brand refresh for Budvar, which 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.

Rich Sanna, Multiple Grocer Channel Controller for Budweiser Budvar UK, commented: “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 an 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.”

He added: “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.”

13 January, 2022