E-Malt.com News article: Czech Republic: Pardál beer sales surpassed all expectations

The sales results of “Pardál” pale draught beer, launched on the market by Budweiser Budvar, N.C. on 1st March 2007, have surpassed all expectations, according to company’s press release, April 5.

“The sales volume that had been intended for the first month from launching Pardál brand on the market was exceeded four fold in March. This fact not only proves Pardál’s great flavour and quality, but also bears out great work of our sales representatives as well as the marketing department,” comments Martin Horejš the manager of Budweiser Budvar’s domestic sales department upon the first business results. Excellent results were achieved in both barrel and bottled beer. Pardál grew at the expense of competition and that is considered by the brewery the most important. Budweiser Budvar’s other brands were selling as intended. “We have managed to appeal to competition beer trademarks’ customers and at the same time retain our traditional supporters.” adds Horejš.

Budweiser Budvar brewery has always focused very much on quality and strictly followed the technology discipline. Keeping to the technology procedure was a reason why Pardál’s sales were not even higher in the first month. “We thoroughly follow the brewing procedure and in particular, the maturing period, therefore we had to limit some orders. We would like to apologize for that to our business partners and consumers. Nevertheless, we will be able to accommodate all the orders in the second half of April,“ states Aleš Dvořák, the brewery’s production engineer and the formula’s author. Pardál beer is brewed using top-quality raw materials and water drawn from artesian wells. Pardál’s flavour and other qualities are substantially different from Budweiser Budvar’s existing product range. Its main features are fullness, bitterness and a dark amber colour.

Pardál’s success is also demonstrated by the reactions of competitors, who in some cases descend to such methods that cannot be generally considered standard sales means. “We understand that the struggle for customers is particularly hard in the beer market. However, some competitors are trying to slander Pardál’s flavour and quality in addition to other practices that have nothing in common with fair business competition. That is, on the other hand, another proof of having successfully entered a new market segment,” comments upon the situation Budweiser Budvar’s PR manager, Petr Samec.

The actual project of Pardál’s development started in August 2005 and throughout autumn 2006, consumers themselves joined the project and participated in three rounds of tasting events. Several hundreds of beer connoisseurs had the chance to evaluate the new beer’s flavour and other qualities, which were further adjusted according to their comments. “We are well aware that Pardál’s present success cannot be accredited only to the great work of the brewery’s employees, but also to hundreds of beer connoisseurs, who took an active part in the final tuning of the formula. And for that, we are granting them a big ‘thank you’,” adds Samec.

“Pardál” beer’s basic parameters:

Beer type: pale draught beer
Gravity: 9.7% by weight
Alcohol content: 3.8% vol.
Guaranteed for: 6 months

Budweiser Budvar, N.C. brewery has long been one of the most successful Czech foodstuff company. Nearly half of its production is exported to more than 50 countries worldwide. Budweiser Budvar, N.C. keeps improving the quality of its production capacity. Since 1991, roughly 3,000 million CZK have been invested into the modernization and development of the brewery. The 2006 sales increased by 5% and reached 1,152,000 hectolitres of beer.


27 April, 2007