Budweiser Budvar targets volume sales increase after 38% rise in 2021

By Gary Lloyd

- Last updated on GMT

Bid to aid on-trade recovery: Budweiser Budvar has pledged targeted marketing and brand support for the on-trade
Bid to aid on-trade recovery: Budweiser Budvar has pledged targeted marketing and brand support for the on-trade

Related tags: Beer, Lager, Finance, Branding + marketing

Budweiser Budvar UK plans to beat its 38% increase in volume sales in the UK for 2021 after a brand refresh in 2020.

Total sales volumes in the UK for the Czech Republic brewer, across the on and off-trade reached 80,000 hectolitres – the equivalent of 16 million 500ml bottles of Budvar.

Support for on-trade

Budweiser Budvar UK managing director Jitka Vlčková said: “During 2022, as well as targeting further off-trade growth, we plan to support the recovery of the UK on-trade with targeted marketing and brand support. Our distinctive marketing will continue to focus on our individuality, and the brand’s unique proposition.”

The company said UK on-trade sales had made a strong recovery once venues reopened in April 2021 after Covid restrictions and its strong performance in the off-trade was demonstrated by IRI data showing Budweiser Budvar was the third fastest growing world lager in supermarkets and the number one-stocked Czech beer brand in the convenience channel.

“We were well positioned to meet the increase in off-trade demand in 2020 when the Covid lockdown shifted sales to supermarkets and convenience stores,” said Rich Sanna, multiple grocer channel controller for Budweiser Budvar UK. “This gave us category growth in a market where some leading brands struggled to meet demand.”

Unique positioning

Sanna continued: “Our continued growth in the retail channel in 2021 was driven by increased rate of sale, incremental distribution in existing stockists and new listings. We also continued to see the benefits of the Republic of Beer marketing, which has helped consumers understand the unique position of Budweiser Budvar as a beer from a nation, not a corporation.”

Vlčková added: “Our increased UK distribution means we’re reaching more consumers than ever.”

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