Kompania Piwowarska's focus on sales and distribution pays dividends

Although chief rival Żywiec Heineken attained sales of zł.3.2 billion in 2003, it only managed a net profit of zł.206.2 million. In order to sustain its profitability, KP is focusing on distribution and sales, increasing employment in this area by 300 over the past months and boosting its share in sales of beer in hypermarkets from 20% to 27%. KP's Żubr brand produced by the Dojlidy brewery recorded the highest increase in sales, capturing 5.1% of the market, claims KP. Meanwhile, the company's flagship brand, Tyskie, is the market leader with 15.8%. KP's total market share at the end of June totaled 32.3%, as compared with Żywiec Heineken's 34.5%. Carlsberg Okocim is the third largest player with 13.5% of the market. (Puls Biznesu, p. 6) T.J.