28 June, 2006

Germany: Bitburger’ unit sales rose 12% in May 2006

Bitburger Group, the only German brewer selling beer in the country's soccer stadiums, said the World Cup tournament had helped boost unit sales to a record in May from a year earlier. The brewery said it had lured more customers with promotional offers, Bloomberg reported June 28.

Unit sales rose 12 percent to 445 000 hectolitres in May, the company said, adding that the trend of rising sales had continued into June.

Bitburger has been offering customers freebies such as trophies signed by members of Germany's national soccer team and flags with cases of beer.

Sales were also helped by an agreement Bitburger signed with Anheuser-Busch, the maker of Budweiser and one of the official sponsors of the 2006 World Cup, to serve fans at stadiums before and during the matches.

The privately owned German brewery said it was convinced that the World Cup would have a positive effect on sales for bars, restaurants and retailers.

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