Hungary: Borsod Brewery’ sales in 2005 recorded HUF38.8 billion

With 2.2 billion hl of beer sold on the domestic market in 2005, Borsod Brewery remains to be the leading Hungarian brewer. The company’s sales in 2005 totalled HUF38.8 billion, a value close to its performance in the previous years, The Association of Hungarian Brewers (AHB) published in its 2005 Annual Report.

The key to its success is strategic vision, consistent brand building, a constant devotion to satisfying consumer needs and commitment to outstanding quality. 45% of Borsod Brewery’s sales last year was off -trade, 55% was on-trade. As a result of the new Act on Product Charges, the brewer recorded an almost 20% drop in the use of one-way packaging.

With a 241% growth in Beck’s sales volume from one year to the other, Borsod Brewery could significantly increase its dominance in the premium category. Beck’s sales dynamics continued in 2006 as well.

This trend is a notable one as Beck’s successfully performs in very fierce competition on the market. Its success is partly attributable to the company’s mature commercial and marketing strategy coupled with successful promotion, and partly to the fact that the reputation of German beers in Hungary is still very high.

But Borsod Brewery’s most popular product remains to be the Borsodi beer, which has the highest share of beer sales in Hungary.

The company’s aim is to increase its sale in keg as well as returnable bottles, and has thus adopted a special strategy for the promotion of draught beer culture and modern drawing techniques.

One of the largest breweries in Hungary today, Borsod Brewery started beer and malt production in 1973 at the outskirts of Bőcs, near the city of Miskolc in Northern Hungary. Having gradually expanded its regional dominance, Borsod Brewery has grown into a true innovator and driving engine of the beer sector. Its achievements are mostly attributable to its ability to react swiftly and flexibly to changing consumer and market challenges, and to shape the trends on the local beer market by constant innovation in products and packaging.

Borsod Brewery is owned by InBev, the world’s largest brewer by volume.

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