E-Malt.com News article: World: SABMiller’s Dark Kozel beer sees sales rise in Russia and expands to new markets this year

The popularity of dark Czech beer abroad is on the rise. During the last 12 months, the brewery in Velké Popovice saw rise in sales of Dark Kozel, especially in the countries of the former Soviet Union. It is the most popular in Russia. The ever more popular dark variety is consumed in Russia in about 10 times bigger quantity than in Czech Republic, Pivnoe Delo reported earlier this week.

Out of all countries of the former Soviet Union, the sales are the highest in Russia, where they consumed nearly 600,000 hectolitres of Dark Kozel during the last 12 months (+10% yoy). And the popularity of dark beer is still on the rise. During the last two years, the sale share of the brand in stores doubled comparing to other beer brands. The number of distribution points in Russia carrying Dark Kozel has risen too.

Finland is the second largest market for Dark Kozel right after Czech Republic where they drink about 12 million Dark Kozel beers a year. “Kozel is the most popular ‘non-domestic’ brand in Finland, and it represents the symbol of the whole category of dark beers for them,” said Vladimír Vaněk, Velké Popovice Kozel Brand Manager.
In total, Dark Kozel is exported to 30 countries on three continents. There are seven new export destination countries that were inspired by the commercial success of the beer in other countries. Israel, Azerbaijan, and South Korea are some new exotic destinations. The biggest sale rise is recorded in Switzerland, but far-east countries such as Kyrgyzstan, Kazakhstan, and Korea are quickly closing in.

In Velké Popovice brewery, the first batch of beer was brewed on December 15, 1874, and just one year later, 18,000 hl of beer were brewed and sold. Only a few years later, the brewery became the third biggest brewery in the country. They were famous especially for their dark, heavy beer. Velké Popovice brewery is a part of Plzeňský Prazdroj Company.

With its total sale of 9,9 millions of hectolitres during the calendar year of 2010 (including licenced productions abroad) and with its export to more than 50 countries worldwide, Plzeňský Prazdroj Inc. is the prominent beer producer in the region and the biggest exporter of the Czech beer.

Plzeňský Prazdroj Inc. is the member of SABMiller plc. group.


23 December, 2011