SABMiller announces UK increase in Polish brands
30 October 2006
29 October 2006
SABMiller plc, one of the world’s leading brewers, today announces that sales of its Polish beer, Tyskie, have risen over 400% in the UK since its introduction in 2005. Tyskie’s most dramatic growth has been in Ireland, where it enjoys a 73% share of Polish beer sales, and in the rest of the UK where it has a 31% share.
Driven by the substantial influx of migrant Polish workers since Poland’s acceptance into the European Union in 2004, Tyskie is now available in the UK and Ireland, Holland, France, Germany and Iceland, as well as the US and Canada. SABMiller’s Polish subsidiary, Kompania Piwowarska (KP), expects exports of its brands Tyskie and Lech to double in the current financial year to 160,000 hectolitres.
According to the Polish Ministry of Labour and Social Policy, in 2005 up to 700,000 Polish citizens found jobs in EU countries. Some Polish research centres estimate that there are up to 2 million Polish immigrants currently looking for work in EU countries outside of Poland.
KP’s brands also enjoy a healthy share of the US Polish beer market where sales are driven by large Polish communities in Chicago, New York, and New Jersey. SABMiller will extend the distribution of Tyskie as part of its strategy to take advantage of the growing imported beer category in the US.
Alan Clark, Managing Director of SABMiller Europe, said:
“The migration of nationalities since the formation of the European Union has increased import and export volumes considerably as loyal consumers demand familiar brands.”
Tyskie, positioned as Poland’s favourite beer, is the country’s largest beer brand with a 16% market share.
SABMiller has brand portfolios or brewing operations in Poland, Czech Republic, Slovakia, Romania, Hungary, Russia, Italy, Canary Islands and the UK.
Notes to editors
SABMiller plc is one of the world’s largest brewers with brewing interests or distribution agreements in over 60 countries across five 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 revenues and profit before tax of US$2,453 million. SABMiller plc is listed on the London and Johannesburg stock exchanges.
This announcement can be found on www.sabmiller.com .
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