Dutch courage

18 May, 2007

Bavaria is planning a major marketing drive over the next three years to boost sales and the brand's profile in the UK.

Currently the brewer's range, which includes Bavaria Premium Pilsner and non-alcoholic lager Malt is distributed to 33 per cent of the off-trade, but Mike Teague, UK sales director, wants to see distribution up to 70 per cent by 2010.

He said: "That will be via the multiple grocers, the key convenience chains and the major cash and carry groups. "

Bavaria is planning to launch a range of fruit-flavoured non-alcoholic lagers, after Malt grew sales by 455 per cent last year, according to Nielsen.




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Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
total a

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