Miller Brands, the UK arm of brand owner SABMiller, has also invested in an on-trade training programme as it seeks to boost the beer’s visibility.
“We have launched this programme to highlight the unique taste profile of Pilsner Urquell and help outlets to encourage consumers to trade up,” said director of customer marketing Sam Rhodes.
“Fonts and glassware play a key role in this; a stand-alone fount can deliver up to a 58% higher rate of sale than the same brand on the T bar, while branded glasses have increased return on sales by 6% in outlets.”
The world-beer category is now growing at 14.8% in value, according to CGA Strategy research to November 2012. This is five times faster than the total lager category.