German beer brand eyes UK growth

German beer brand Warsteiner is readying a raft of marketing initiatives to boost its profile in the UK, as it looks to exploit the growing popularity of premium international beer.


The multi-million pound marketing push will include sponsorship, print advertising and in-store promotional activity.

The brewer is to be the official beer supplier to the golf European Tour and the BMW PGA Championship from May. The tie-up will be backed by sampling, branding, and corporate hospitality at tour events for the next three years, as well as on-pack promotions.

Print advertising in both consumer and trade media is scheduled for later in the year and will be supported by PR activity.

The brewer has previously focused on promotions in the on-trade through regional pub groups and local sponsorships of grassroots sports clubs.

It is also looking to increase its distribution in the UK, where it currently has deals with Tesco, Sainsbury’s, Morrisons and Waitrose in more than 1,200 stores nationwide.

Oliver Jaensch, international sales director at Warsteiner, says: “Over the last three years sales of world beer have grown in pubs, bars and supermarkets across the UK, despite declining beer sales. We’ve structured a national plan to drive incremental growth in line with the growing popularity of the sector.”

Additionally, the company has set up a new sales team and a country director in the UK to develop further marketing and promotional support activities.

Jaensch adds: “Next to our international brand marketing activities in the culinary arts and modern culture, the long-term European Tour sports engagement is an excellent platform to address quality and premium-oriented consumers in the UK and globally.”

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