Budvar eyes the market beyond M25

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Related tags: ?eské bud?jovice, Budweiser budvar

Budweiser Budvar sales are growing by a record 14% a year, according to the latest AC Nielsen figures. The iconic Czech beer ­ which is now handled...

Budweiser Budvar sales are growing by a record 14% a year, according to the latest AC Nielsen figures. The iconic Czech beer ­ which is now handled by a wholly-owned UK subsidiary of the parent brewer ­ is a 60,000-barrel brand, standing at number five nationally in the premium-packaged lager league. London has always been its heartland, and Budvar now commands second place in the sector throughout the capital. The flagship Hilton Hotel on Park Lane has granted it solo PPL status in its bars, and other major hotel groups are being targeted. "We're outselling Stella and Holsten in London," said chief executive John Harley. "The challenge is to get our brand further out beyond the M25, while retaining and even improving upon the excellent performance we've always enjoyed in London." The marketing strategy is focused on high profile below-the-line activity this year, and the main event is sponsoring the Leeds Czech Week from 19 to 24 May. Harley said the brand had signed on for two more years in a six-figure deal as shirt sponsor of Scottish First Division football club Falkirk.

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