18.11.2009
The Czech retail sales of 11-degree beers, a steadily growing beer segment that already accounts for 11% of domestic consumption, brewed by the Heineken Česká republika group are more than satisfactory this year. The results of Zlatopramen 11°, Starobrno Medium and Hostan Hradní in cans and bottles including the Maxibottle, the season’s favourite, outperform all competitors this year while going beyond the expectations of the Heineken group.
‘The success of our 11-degree beers in retail is attributable to many factors, with the launch of a new product - the 1.5 l Maxibottle - being the major contributor. We launched Zlatopramen 11-degree beer to the domestic market in this unique packaging, which is developed specially for beer. Despite initial mistrust, consumers swiftly recognised the convenience and environmental friendliness of the packaging, and in particular the quality of beer that the special packaging maintains at the highest possible level,’ Jiří Daněk, Sales Manager of the Heineken Česká republika, comments the success.
The figures prove him right as the Maxibottle makes Zlatopramen 11° by far the best-selling 11-degree beer available in the Czech market. Since the Maxibottle launch, it has taken Zlatopramen 11° fewer than 8 months to achieve this impressive result. In total, the product sales in bottles (including Maxibottle) and cans have increased by over a half on last year. Excellent results are reported also by Starobrno Medium in the classic glass bottle and Hostan Hradní in identical packaging.
Thanks to the success of Hostan Hradní, Starobrno Medium and Zlatopramen 11°, the eleven-degree beers from Heineken Česká republika outperform any of its competitors in the domestic beer market and their market share reaches almost 60% of the eleven-degree category. The Zlatopramen Maxibottle has now also been successfully launched on the German market.
A further growth can be expected towards the end of the year. This is because shoppers are more willing to buy stronger beers at Christmas and year end since they want to enjoy a premium product during the festive days.
Heineken je třetí největší pivovarnickou skupinou na světě a evropskou jedničkou mezi výrobci piva. V roce 2003 se součástí skupiny Heineken Česká republika stal pivovar Starobrno a v roce 2007 se působnost skupiny rozrostla o Královský pivovar Krušovice a. s. V polovině roku 2008 byla úspěšně dokončena akvizice společnosti Drinks Union, a. s. V roce 2009 bylo Starobrno, a.s. fúzováno do společnosti Královský pivovar Krušovice a.s. V současné době je Heineken Česká republika třetím nejsilnějším hráčem na domácím trhu s pivem, v exportu se řadí mezi nejdůležitější vývozce piva.
Další informace:
Ing. Kateřina Eliášová
Corporate Relations Manager
Heineken Česká republika
+420 543 516 324
+420 606 758 291
