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Becks volumes grow by two-thirds in first year with InBev UK
First TV campaign in seven years helps premium lager grow ahead of the market
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| Beck's sales surge |
InBev UK is celebrating its first year with Becks premium German lager with sales up by two-thirds in 2006.
The brewer took on Becks from Scottish & Newcastle in August 2005 after assuming the UK distribution rights. Following an extensive marketing campaign, which included the brands first TV ad campaign in seven years, Becks 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 Becks Vier, a standard lager with a lower 4% alcohol by volume strength.
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