Pilsner Urquell bucks trend with increase.
While some imported beers are reporting flat or decreasing sales in 1990, Czechoslovakia's Pilsner Urquell has posted a 15-percent sales increase over the first six months of 1990.
According to Steve Hauser, Pilsner Urquell's group marketing director, Guinness Imports, Inc., "We're thrilled with Pilsner Urquell's gains over the past six months, especially in a climate in which the industry is down nearly two percent year-to-date through July, according to recent figures.
"Although our consumer advertising campaign only has been running for a relatively short time," Hauser continued, "the increased exposure coupled with growing interest in products from Eastern Europe have helped spur trial and purchase of our worldclass brew."
In addition to focusing attention on Czechoslovakian products, the "new freedom" of Eastern Europe has enabled the Pilsner Urquell brewery to begin modernizing its bottling and shipping operations, thereby increasing the quantity of beer sent to the United States.
"We've been able to increase our distribution in key markets, and will soon be able to make Pilsner Urquell available to many more on- and off-premise accounts nationwide," Hauser said.
"Since we know that we can better supply the growing demand for Pilsner Urquell in the U.S.," Hauser explained, "we've been able to increase our advertising and promotional commitment to the brand at a level more appropriate for one of the best beers.
"The key reason for the growing success is in the bottle--and now that more people are learning about the brand and tasting it, the brand has potential to become one of the most popular premium imports," Hauser said.
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|Title Annotation:||increase in sales|
|Publication:||Modern Brewery Age|
|Date:||Oct 8, 1990|
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