Trouble brewing for the competition
Sales for the brewing giant over the fiscal year, which ended on March 31, grew 12.6 percent in comparison to the previous financial year, translating into a total of 10.3 million hectolitres of beer sold.
"The growth of the Polish beer sector is undoubtedly a long-term trend. During the last 10 years, beer consumption per capita has doubled. But if you compare the figures with those reached in the neighbouring countries, you will see there is much space for further expansion, especially when it comes to women as our future customers. In Poland they account for a mere 14 percent of total beer consumption, while in the rest of Europe the respective figure amounts to 25 percent," said Karl Lippert, general director of KP.
In response to this data, KP introduced two new brands in the fiscal year 2005: Redd's Red, a raspberry-flavoured beer, and Dog in the Fog. The company already owns the two strongest brands in Poland - Tyskie (17 percent) and Żubr (8 percent). Tatra - a brand that belongs to KP's main competitor, Grupa Żywiec - takes third place. Lippert declared though, that he would like to see KP's Lech in that position. Thanks to a successful marketing campaign and the introduction of a new, green bottle, Lech's market share grew from five to seven percent last year.
The majority (72 percent) of KP's shares is held by SAB Miller - the world's second largest brewing concern, while the remaining 28 percent belongs to Euro Agro Centrum, an affiliate of Kulczyk Holding SA.
"The growth of the Polish beer sector is undoubtedly a long-term trend. During the last 10 years, beer consumption per capita has doubled. But if you compare the figures with those reached in the neighbouring countries, you will see there is much space for further expansion, especially when it comes to women as our future customers. In Poland they account for a mere 14 percent of total beer consumption, while in the rest of Europe the respective figure amounts to 25 percent," said Karl Lippert, general director of KP.
In response to this data, KP introduced two new brands in the fiscal year 2005: Redd's Red, a raspberry-flavoured beer, and Dog in the Fog. The company already owns the two strongest brands in Poland - Tyskie (17 percent) and Żubr (8 percent). Tatra - a brand that belongs to KP's main competitor, Grupa Żywiec - takes third place. Lippert declared though, that he would like to see KP's Lech in that position. Thanks to a successful marketing campaign and the introduction of a new, green bottle, Lech's market share grew from five to seven percent last year.
The majority (72 percent) of KP's shares is held by SAB Miller - the world's second largest brewing concern, while the remaining 28 percent belongs to Euro Agro Centrum, an affiliate of Kulczyk Holding SA.
