BREWED IN HUNGARY Dreher Breweries Ltd, one Hungary’s oldest beer factories, has been operating successfully for nearly ten years as a subsidiary of SABMiller plc, one of the world’s largest brewers. Its flourishing partnerships with existing customers and its growth in the HoReCa sector will ensure that Dreher is in a position to move rapidly forward as the market increases. Edina Beale reports.
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reher Breweries Ltd offers an extensive range of beer products; besides lager beers it also brews semi-dark, dark and wheat beers. Indeed, the company is proud of the fact that it currently produces three of the five leading Hungarian beer brands: Dreher, Arany Ászok and Kőbányai. The company aims to develop its product range in accordance with the changing market needs. “This year we will enter the flavoured beer segment,” reveals Mr Andrei Haret, CEO of Dreher Breweries Ltd. “Research shows that this category will
continue to expand in the coming years in Hungary. In the course of testing our new product, HB Zitrone, we have received very positive feedback; the consumers liked it, and described it as harmonic and refreshingly lemon-flavoured.”
Focused strategy Over the past 12 months Dreher Breweries has reinforced its leading position in Hungary in this very competitive sector to around 30 per cent market share. “This is the result of several years of focused strategic and implementation
work,” says Mr Haret. “More importantly, we have managed to grow in the HoReCa (hotels, restaurants, cafes) sector where there is still a real beer culture and where the best quality beers – mainly draught beers – are sold.” Dreher recognises the importance of establishing, maintaining and developing its business with its trade partners to provide a strong yet flexible framework for the business. This networking is extremely important in the ever-expanding HoReCa sector, in addition to the more traditional niches. The company has spent time and energy ensuring that its sales
