31. 12.
Rok 2008 přinesl Rekordní prodeje piv Plzeňského Prazdroje v Arménii
Plzeňský Prazdroj slaví úspěch na arménském trhu, kam se ho za prvních 11 měsíců tohoto roku prodalo 1902 hektolitrů, tedy meziročně o 53 procent více. Na místním trhu se prodává superprémiová značka Pilsner Urquell a Velkopopovický Kozel ve variantách 10° a 12°.
Piva Pilsner Urquell se prodalo meziročně o 31 procent více, Velkopopovického Kozla narostl o 130 procent. Tento úspěch stojí na dlouholeté tradici a oblibě českého piva v Arménii, které je bráno jako značkový produkt. Širokou dostupnost českých piv na místním trhu zajišťuje distribuční síti SAB Miller.
Arménie byla odbytištěm pro české pivo už v době před rokem 1989 a Pilsner Urquell je zde velmi dobře etablovanou značkou. Od roku 2004, kdy se distribuce ujala pod SABMiller spadající společnost SHANTAN, narůstá prodej piv Plzeňského Prazdroje na arménském trhu. Arménie má 3,2 milionu obyvatel, kteří ročně vypijí úctyhodných 400 tisíc půllitrů českého piva. Průměrná spotřeba na osobu činí pět litrů na osobu a rok.
“Arméni si potrpí na značkové produkty. Místní “smetánka” pije pouze prémiové produkty. Chudší lidé ale mají stejné chování – raději si koupí drahý a kvalitní brand než nekvalitní. I v malých vesnicích lidé kupují Pilsner Urquell nebo Kozla,” řekl Jaroslav Souček z exportního oddělení Plzeňského Prazdroje.
Zvláště Pilsner Urquell je vnímám jako superprémiový produkt a je k dostání v prvotřídních hospodách. Kozel je vnímán jako kvalitní český nápoj, a je oblíben zvláště mezi mladými zletilými konzumenty. Úspěch Kozla je hodně podpořen jeho oblibou v Rusku. Arménie je prorusky orientovaná, takže co má úspěch v Rusku (Kozel je tam nejprodávanějším českým pivem), tak má úspěch zpravidla i v Arménii. Problematický je transport piv do Arménie, protože se dováží přes politicky a bezpečnostně nestabilní Gruzii.
Distributor SHANTAN pravidelně vyhodnocuje nejlepší hospody v rámci národní ligy kvality – National Quality League. Vlajkovou lodí mezi restauracemi v Arménii je Pilsner House, kde jsou k dostání na čepu obě piva. Specialitou tohoto podniku jsou pečení raci z jezera Sevan, ke kterým se plzeňský ležák náramně hodí. Pivo dobré kvality je k dostání v létě třeba i v centru Jerevanu v řadě takzvaných Cafés.
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