First TV campaign in seven years helps premium lager grow ahead of the market

Beck's sales surge

InBev UK is celebrating its first year with Beck?s premium German lager with sales up by two-thirds in 2006.

The brewer took on Beck?s from Scottish & Newcastle in August 2005 after assuming the UK distribution rights. Following an extensive marketing campaign, which included the brand?s first TV ad campaign in seven years, Beck?s has increased its take-home volume sales by 65.9%, during a period when total premium lager sales grew by 3%.

Stuart MacFarlane, take-home managing director at InBev UK, said: ?We have invested in the brand to reinforce its relationship with existing consumers and are attracting new ones both through new advertising and by

developing existing sponsorships.?

InBev UK has also broadened the brand franchise with the April launch of Beck?s Vier, a standard lager with a lower 4% alcohol by volume strength.