Czech Republic: Worldwide sales of Staropramen beer to exceed two million hectolitres
Staropramen is to sell over 2.1 million hectolitres (HL) in world markets this year, the first time ever that annual worldwide sales of this Czech brand have passed the two-million mark, according to company’s press centre. Since the beginning of 2006, the brand has grown nearly 20% worldwide compared to the previous year.
In 1999, global sales of Staropramen beer were approximately 1 million HL. During the past seven years – i.e., since 2000 when Pivovary Staropramen, then called Pražské pivovary, became a part of InBev – its annual sales have more than doubled.
“Staropramen is an important international export brand in the InBev portfolio,” said Petr Dvořák, Director of Marketing at Pivovary Staropramen. “In foreign markets, the Staropramen brand has a unified visual identity and in its communications it leverages its origin as the beer from Prague. Czech beer is popular abroad and moreover, our capital city is very positively perceived there,” he added.
Staropramen is sold in 30 foreign markets, in the premium or super-premium segment. The largest export markets for the brand are the UK, Slovakia, Germany, and Sweden. In the latter, Staropramen is the top-selling brand in the super-premium segment. In the UK, Staropramen sales have jumped by tens of percents, making it the fastest growing InBev brand in the British market.
Staropramen is brewed under license in Russia, Bulgaria, and Ukraine. The year-on-year growth in production under license in 2005 was 76%.
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