Budvar turns to social networking

05 February, 2010

Budvar is looking to increase its marketing spend by 26% in 2010.

A new-look website will be operating by May and the brand will use social networking sites such as Facebook and Twitter to reach more consumers.

Marketing manager Ian Moss told OLN: “The website is being completely revamped and we’re going to be more consumer-focused in our marketing approach. We are moving into areas where Budvar hasn’t trodden before.”?Budvar’s Cheltenham Jazz Festival sponsorship will continue in April and there will be a competition for consumers in September.

Public relations controller Denis Cox said: “Budvar has always been slightly hidden but using digital media means we can be on more of a level playing field with the bigger brands.”?Moss said off-trade volumes for the brand had increased by 4% from last year.

“The off-trade used to represent 46% of our volumes but now it’s gone up to 51%. We knew that was going to happen because of pressure on the on-trade. The off-trade is more and more a key part of the business.”?The collapse of First Quench has left “a big hole in volumes that has got to be filled”, he said.

“We didn’t lose much money – around £7,000-£8,000 in the end – as we managed to negotiate a deal when we first found out it was in trouble.

“But in terms of volumes, it’s a loss of around 30,000 cases a year – we had a lot of focus in Thresher.

“I don’t think we will make up the full amount but it depends on what stores get picked up by other retailers,” added Moss.

Bookmark this