Market leading beer brands

Kompania Piwowarska is the largest beer brewer in Poland. It uses state-of-the-art production technologies combined with centuries of beer brewing know-how to guarantee the high quality of its products. Dariusz Balcerzyk talks to Pawel Kwiatkowski, the company’s director of corporate affairs, to find out more.

Kompania Piwowarska was established in 1999 as a result of the merger of two breweries: Lech Browary Wielkopolski and Tyskie Browary Ksiazece. In 2003 it acquired Dojlidy Brewery. Kompania Piwowarska is a part of SABMiller plc, one of the world’s largest brewers with brewing interests or distribution agreements across six continents.

“Our brand portfolio includes Tyskie (Poland’s most popular beer), Zubr (the second most popular beer brand in Poland), Lech, Debowe Mocne, Pilsner Urquell, Redd’s, Grolsch, Miller Genuine Draft as well as Peroni Nastro Azzurro. The company owns three breweries, in Bialystok, Poznan and Tychy. The total number of our employees reaches more than 3000 people,” adds Mr Kwiatkowski. A market leader

“In the financial year 2012 (12 months between April 2011 and March 2012) Kompania Piwowarska retained its position as a leader in the Polish beer market with a sales volume of 13.5 mHl and a market share of around 38 per cent,” continues Mr Kwiatkowski.

“Despite unfavourable weather conditions in the mid-season, total sales volumes in the Polish beer market reached 36.2 mHl; this means a growth of 5 per cent within the last 12 months. The observed positive trend in the beer sector was down to a warm and dry May–June period followed by long and sunny autumn.”

According to Mr Kwiatkowski, the purpose of the company’s export activities is to make its brands available to Poles throughout the world. In the fiscal year 2012 Kompania Piwowarska exported around 544,000 hectolitres. Its main export markets are Germany, the UK (and Ireland indirectly), the USA, Canada, the Czech Republic, Slovakia, Belgium and France. Tyskie Gronie, Lech Premium and Redd’s are the main export brands.

The company is aware of the responsibility it bears as an alcohol producer and the market leader. “Since the very beginning, Kompania Piwowarska has been promoting responsible drinking. We want people to have fun, be able to enjoy good company and our excellent beer without falling prey to alcohol abuse or irresponsible drinking. This is why it is so important to have the knowledge and to raise awareness of the fact. The employees of Kompania Piwowarska are expected to demonstrate special sensibility and in-depth knowledge of alcohol-related issues”, says Mr Kwiatkowski.

“Social corporate responsibility is not just a moral obligation; it is a way to ensure sustainable development and excellent performance. Together with the other SABMiller subsidiaries all over the world, Kompania Piwowarska has established ten sustainable development priorities, a testimony to our corporate social responsibility. These priorities include solemn commitment in the realm of environmental and social issues: water efficiency, waste recycling and recovering as well as observing human rights and care for local communities with special emphasis on promoting responsible drinking,” explains Mr. Kwiatkowski.

Tyskie and other brands

“Tyskie is our main brand and the undisputed leader of the Polish beer market. It has been recognized both at home and abroad for many years. Tyskie Gronie continues the centuries-old tradition of beer brewing in Tychy, which dates back to the seventeenth century,” explains Mr Kwiatkowski.

In 2011 Tyskie won many international awards, including the Silver Medal in the Brewing Industry International Awards, a prestigious international contest in the UK. This competition has been running since 1886, and is often recognised as the ‘Oscars’ of the brewing industry. Tyskie also won the Golden Medal at the Monde Selection competition and has received Superior Taste Awards. Furthermore, it has been recognised by the jury of the International Beer Competition, the largest beer competition in Japan.

“In line with the strategy of launching innovations on our beer market to keep up with the changing tastes of consumers, Kompania Piwowarska has recently launched and marketed three new products. Last year in mid September Zubr Ciemnozloty appeared on the Polish market; this was an autumn and winter extension of the second biggest Polish brand in terms of volume and popularity,” says Mr Kwiatkowski. “Kompania Piwowarska has also launched two more products during the year, namely a classic weizen – Ksiazece Pszeniczne; and a Redd’s with a new taste – Redd’s Cranberry, which was launched as a limited edition. In spring this year the company launched an alternative variant of its biggest brand: Tyskie. Tyskie Klasyczne was created in response to consumers’ needs. The recipe of Tyskie Klasyczne is based on the Reinheitsgebot (German Beer Purity Law) introduced in 16th century and it is brewed exclusively from

100 per cent barley malt, hops and water. Moreover, shandy – a beer category popular all over the world was also introduced to the Polish market. Kompania Piwowarska’s Lech Shandy, a combination of beer and specially prepared lemonade, is aimed at people who expect instant refreshment from beer. Lech Shandy is not a flavoured beer but a genuine combination of two types of drink: Lech Premium beer and specially prepared lemonade. Brewers at Kompania Piwowarska blended the ingredients in the right proportions and came up with an ideal balance between beer and lemonade. Another novelty is Tyskie Jasne Lekkie 3.5 per cent aimed at consumers who could not drink beer during concerts or football matches. Owing to changes in the Polish law, beer fans can enjoy its flavour also during large-scale events. An amendment to the Act on Safety at Mass Events and some other acts of 31 August 2011 allows for selling, serving and consuming at mass events beverages whose alcohol content does not exceed 3.5 per cent. This is very good news for consumers who enjoy watching sports, cultural or entertainment events, at the same time relishing beer. Finally, Kompania Piwowarska has launched an innovative ontrade solution: fresh beer served directly from large tanks. It is a revolutionary method of serving beer directly from beer tanks holding hundreds of litres of beer ideal for all those who dream about trying this traditional beverage directly from the brewery.”

Boosting the Polish economy

In 2011, Ernst & Young, together with Regional Policy Research, carried out a study on behalf of SABMiller Europe on the impor-

tance of production and sales of its beers. The study focused on the economic importance of SABMiller in Europe and Russia, its impact in the regions where they are located, and on politics in the field of social entrepreneurship and sustainable development. Based on this study, the report entitled ‘The contribution of Kompania Piwowarska to the Polish economy’ shows the importance of the role the company plays in Poland.

“The economic impact of Kompania Piwowarska can be expressed as follows: Kompania Piwowarska employs 3125 people directly; it generates important indirect effects within supplying sectors. It is estimated that 33,300 jobs can be attributed to the purchases of Kompania Piwowarska, with the agricultural sector benefiting most. The impact on the hospitality sector is also considerable, with around 19,000 people (full-time jobs) earning a living in this sector because of the sales of beer from Kompania Piwowarska. In the retail sector 9800 fulltime jobs depend on the sales of beer from Kompania Piwowarska. The total employment impact from beer production and sales of beer from Kompania Piwowarska is thus 65,100 jobs,” says Mr Kwiatkowski.

“The government also benefits from Kompania Piwowarska as it receives some €1.08 billion in taxes and excises. Excise revenues amount to €329 million, VAT collected on beer is estimated at almost €411 million. Revenues from direct personal taxes, pay roll taxes and social security contributions paid by employers and employees at Kompania Piwowarska, their suppliers and in hospitality and retail add up to approximately €285 million,” concludes Mr Kwiatkowski. n

Since 25 years we have been the leading Polish distributor of raw chemical materials. Our knowledge and experience of qualified employees have convinced more than 1250 commercial partners to cooperate with us on continuous basis. Our warehouses ensure optimal stock for our customers, as well as give possibility of the products repacking (liquid and solid). We have been looking for producers and suppliers, who intend to start or develop their activity in Poland and central Europe.

www.cheman.pl – cheman@cheman.pl