Jacobs Media Group is honoured to be the recipient of the 2020 Queen's Award for Enterprise.

Budvar Dark sees UK sales double

24 February 2011
Budvar Dark sees UK sales double

Budvar's dark lager, Budvar Dark, has seen UK sales double in the past year.

The Czech brewer's dark beer, which was introduced in the UK in 2006, saw draught sales grow by 24% year on year.

It is stocked by the likes of the Draft House group, Capital Pubs and the Derby Brewing Company.

The biggest outlet for bottled Budvar Dark is JD Wetherspoon.

The uplift in sales follows Budvar UK's decision to introduce a ‘table talker" with the message "Don't be afraid of the dark" to educate customers about the product.

Budvar UK's marketing controller, Ian Moss, said the table talker had helped drinkers overcome their preconceptions about a dark lager, even when they were familiar with its stable-mate, golden Budvar Original.

"Either they thought that if a lager was not golden it was unnatural in some way or it was related in some way to stout or strong ale," Moss said. "We decided that the way to overcome these reservations was not by doing something smart-arse but by producing something essentially simple that would address the fears expressed head-on in a straightforward approach."

Budvar allows rare unpasteurised lager into UK >>

Court opinion strikes blow for Budvar in Budweiser battle >>

By Neil Gerrard

E-mail your comments to Neil Gerrard here.

If you have something to say on this story or anything else join the debate at Table Talk - Caterer's new networking forum. Go to www.caterersearch.com/tabletalk

Caterersearch.com jobs

Looking for a new job? Find your next job here with Caterersearch.com jobs

[Newsletters For the latest hospitality news, sign up for our e-mail newsletters.
The Caterer Breakfast Briefing Email

Start the working day with The Caterer’s free breakfast briefing email

Sign Up and manage your preferences below

Check mark icon
Thank you

You have successfully signed up for the Caterer Breakfast Briefing Email and will hear from us soon!

Jacobs Media Group is honoured to be the recipient of the 2020 Queen's Award for Enterprise.

The highest official awards for UK businesses since being established by royal warrant in 1965. Read more.

close

Ad Blocker detected

We have noticed you are using an adblocker and – although we support freedom of choice – we would like to ask you to enable ads on our site. They are an important revenue source which supports free access of our website's content, especially during the COVID-19 crisis.

trade tracker pixel tracking