Budvar Unveils New ‘Party Pack’ Size
21 Jan 2013 --- Increased consumer demand for Budvar Original in the 500ml bottle has prompted the Czech brewery to offer it in 10 pack form, thus moving into the territory of some of the mass produced brands. According to Jon Whittle, Budvar UK’s off trade director, the brewery’s recently introduced SKU is doing particularly well in independent off licences and specialist outlets like Majestic – although it’s not without its attractions for multiples- currently it is doing well in Booths.
Being designed as a flat-pack rather than in traditional case form the new unit is highly visible and lends itself particularly well to promotional activities. “The idea is that this new design is sufficiently different to help project that ‘this-is-something-special’ feeling that customers shopping in the specialist outlet expect”, says Whittle.
He puts the rise and rise of the Budvar 500ml (up 60% year on year) down in no small part to the increasing interest in beer with food and its place in the new phenomenon of the great-night-in. “Our new pack offers just what’s needed- a top beer and plenty of it in a party format that’s rather more elegant than anything offered by the mass produced brands” Whittle added.
