E-Malt.com News article: Czech Republic: Budweiser Budvar and Carlsberg signs a contract concerning Carlsberg lager’s distribution in the Czech Republic

Budweiser Budvar, National Corporation and the Danish beer producer Carlsberg signed an import contract concerning the import and sale of Carlsberg lager in the Czech Republic, according to Budvar’s press room, May 23. Following a fresh entry to the so-called main steam segment with its draught beer Pardál, Budweiser Budvar is going to also address customers in another beer market area - this time in the imported super-premium beers segment. The Danish brand Carlsberg will be supplied onto the Czech market within several weeks.

"We are pleased to launch Carlsberg in Czech Republic, one of Europe's bigger beer markets and where people know to valuate good beer. The partnership between Budweiser Budvar and Carlsberg is a very good match that I am sure both parties will benefit from in Czech Republic as well as in the markets where Budvar is distributed by Carlsberg," says Thomas Kure Jakobsen, Vice President Export & Licence, Carlsberg Breweries.

“We consider this step an important extension of our product range. Entering the imported premium beers segment, we will now be able to provide our customers not only with a premium TOP brand Budweiser Budvar and a quality brand of main stream segment Pardál, but with also a class premium imported lager Carlsberg,“ Budweiser Budvar’s business manager, Robert Chrt commented on the launch of Carlsberg distribution in the Czech Republic.

This step is Budweiser Budvar’s reaction to the demand development forecast on the Czech beer market. A gradual increase of the imported beers segment is expected. According to the Canadean company’s data, 215,000 hectolitres of imported beer were sold in the Czech Republic in 2005. Considering the forecast, the imported beer volume should reach 231,000 hectolitres in 2008. The demand on imported beer is indeed boosted by the growing amount of tourists and foreigners living in the Czech Republic as well as the younger generation’s curiosity to try imported goods.

Budweiser Budvar and Carlsberg’s cooperation has already been effective on several European markets. Since this January, Budweiser Budvar has been utilizing Carlsberg’s distribution system in Sweden, Finland and Croatia.

Further details will be announced at the press conference marking the launch of the Carlsberg lager’s sale on the Czech market.

About the Carlsberg Group

The Danish Carlsberg Group belongs amongst the top ten brewing groups worldwide. It is the largest beer producer in the Northern Europe, selling about 100 million hectolitres of beer annually in 150 countries. Besides the flagship product Carlsberg ('Probably the best beer in the world'), its product range includes other beer trademarks such as Tuborg, Baltika and Holsten. Carlsberg also sponsors e.g. FC Liverpool and UEFA football cup. Further information can be found at www.carlsberggroup.com.


30 May, 2007