Posted: November 8 2006
The Eastern European canned beer market has become increasingly significant to the country’s beer importers with Comans Wholesale’s recent launch of the Czech Prazsky brand and The Gleeson Group’s launch of the Polish Kozackie brand.
Coman’s Prazsky is understood to have already taken a 3.5 per cent of the canned beer market while the company’s more familiar Dutch Gold is understood to have lost 0.5 per cent to put the latter brand’s share of the canned lager market now at between 11 and 14 per cent.
In terms of pecking order, the top-selling canned beers overall comprise Budweiser (19 per cent), Heineken(13 per cent), Dutch Gold (11-14 per cent), Bavaria (seven per cent) and Carlsberg (six per cent).
Prazsky has now also been launched in 500ml bottles in a 10-box pack for and RRP of €15 which is also now being offered to the on-trade.
“The concept is to have a top quality Czech lager 50cl bottle at only €3,” explained Brian Callan, Marketing Manger for Comans Wholesale, “I don’t believe anyone is doing this at present. There are value-for-money draught lagers but nothing as a ‘large bottle’ value-for-money product, particularly with Prazsky’s quality.
“I feel Prazsky 50cl bottles could open up a sizeable market in the on-trade giving the consumer excellent quality at a great price while also offering the trade excellent margin.”
Meanwhile the Gleeson Group has launched Kozackie, a genuine Polish beer, into the off-trade in canned format.
“Polish consumers are no different from Irish consumers,” explained Keith O’Haire of M&J Gleeson, “They want good beer at a good price”. Kozackie carries a RRP of €1.25 to €1.30 per can.
While Gleeson Group’s flagship value brand Bavaria has a market share of around seven per cent of the country’s canned beer market some industry observers also now consider some established brands such as Harp, Fosters and Tuborg to be widening the value sector.
At the same time beers such as Coors Light and Corona at the premium end of the packaged beer market are selling very well too.
Drinks Industry Ireland