Poland - More Okocim beer in British pubs
Carlsberg Polska, the third largest beer brewer in Poland, is planning to introduce its Okocim beer brand in barrels in British pubs. The move may even take place this year. The draught beer will, initially, be launched in London, where most Poles live, and then introduced in other British cities.
The company wants to benefit from its experience gained on the US market, where it sells draught beer at over 120 pubs and restaurants, according to Bogumil Turski, the export director at Carlsberg Polska, quoted in Rzeczpospolita.
So far Carlsberg has sold Okocim in bottles in the UK. The beer can be purchased in more than 600 pubs belonging to the British JD Wetherspoon chain, where the beers of the other Polish breweries, Kompania Piwowarska and Grupa Zywiec, are also available. In 2006, the sales of Okocim in the chain doubled in value. However, it will be more difficult to repeat this success with draught beer. There are more beer brands in British pubs, and many of them have been sold there for years. Mr Turski added that, in addition, the distribution of draught beer is much more costly, even if it promotes brand loyalty.
