Zywiec launches campaign to increase EB consumption

Summer is the time of year breweries sell more than half of their annual production, and at the end the market leader will be known. At the beginning of the year, the Zywiec group was in first place with a 36.7% market share with the runner-up spot taken by brewing alliance Kompania Piwowarska. However, in the first three months of this year the difference in market share between Zywiec and Kompania was only 3.4% and the price of Zywiec shares fell drastically. Two years ago, Zywiec took over Brewpole, owner of EB brewery. After the purchase Zywiec found EB had serious marketing problems and required further investment. On top of that, EB's sales fell by 8% in one year. Shortly thereafter, Zywiec sales also fell to 31% and its position as market leader was in danger. Now, the company is running a huge advertising campaign in order to save EB. TFI Pekao/Alliance investment adviser Grzegorz Stulgis said, "This is an important year for EB. Zywiec has been investing in it for two years now without any result. If the situation continues it will have to consider a brand change." (Gazeta Wyborcza, page 26) J.K.