E-Malt.com News article: UK: Sales of SABMiller’s Polish beers rise in the UK

SABMiller announces that sales of its Polish beer brands, Tyskie and Lech, are soaring in the UK, according to company news release, May 17. Launched in the UK two years ago, sales of Tyskie have risen by 333% in SABMiller’s second half (six months to March 2007) against the comparable period last year. Tyskie and Lech now sell over 100,000 hectolitres or 17.6 million pints in the UK and Ireland. This is against a flat lager market in the UK.

Tyskie and Lech’s popularity is largely attributable to the influx of migrant Polish workers since Poland’s acceptance to the European Union in 2004. Some estimates indicate there could be as many as 1 million Poles living in the UK. West London is home to the largest Polish community with Uxbridge the number one area outside London.*

Tyskie’s UK success now forms part of a high profile print and broadcast campaign in Poland, which is managed through SABMiller’s Polish subsidiary, Kompania Piwowarska. Tyskie delivery lorries travelling across the country now carry the Union Jack together with; “Deliveries to London Daily” written in English to advertise its new status as an export brand.

Alan Clark, Managing Director for SABMiller Europe comments; “Tyskie is the leading beer brand in Poland and the Poles’ loyalty to it is leading to rising sales outside the country. The Polish migrants who have moved to London have done so with an estimated disposable income of £4bn a year.** Government figures show that 82% are aged between 18 and 34 which underlines the attractiveness of the Polish pound.”

Tyskie and Lech is brewed by SABMiller’s Polish subsidiary, Kompania Piwowarska. It is marketed and distributed in the UK by Miller Brands UK and can be purchased from pub chains such as Wetherspoons, Enterprise, Laurel and Greene King in addition to well known retailers Thresher, Oddbins, Asda, Sainsbury's and Tesco.

About Tyskie

Tyskie is the biggest brand in Poland. It is brewed from crystal-clear water from Gronie springs and the highest quality barley malt and hops. Tyskie is the result of centuries of beer brewing in Tychy and the tradition dates back to the 17th century. Connoisseurs of Tyskie appreciate its mild, hoppy flavour, golden colour and thick, white head. This top quality has won the brand thousands of fans as well as many awards, such as gold medal and Champion’s Award at the Brewing Industry International Awards in London in 2006.

About Lech

Lech is the leading local premium brand among legal drinking age Polish adults. Lech Premium is about noble bitterness and a thick, white head that retains the bouquet long after opening the bottle. Lech Premium’s harmonious combination of the right taste and carbonation contributes to the beer’s exquisite refreshing properties.

About SABMiller plc

SABMiller plc is one of the world’s largest brewers with brewing interests or distribution agreements in over 60 countries across six continents. The group’s brands include premium international beers such as Miller Genuine Draft, Peroni Nastro Azzurro and Pilsner Urquell, as well as an exceptional range of market leading local brands. Outside the USA, SABMiller plc is also one of the largest bottlers of Coca-Cola products in the world.

In the year ended 31 March 2006, the group reported US$15,307 million in revenue and profit before tax of $2,453 million. SABMiller plc is listed on the London and Johannesburg stock exchanges.


18 May, 2007