Green light for Zubrowka

27 August, 2008
Page 33 
A niche player maybe, but the distinctively-flavoured Zubrowka Bison Grass has been steadily growing its presence in more than 30 markets globally, with China, Switzerland, Iceland, Slovenia, Portugal and United Arab Emirates recent additions to its territories. Its 1 million case sales in 2007 earned it a place in the Drinks International Millionaires 2008.

Campaigns are often independently tailored to individual markets, so while Bulgarians are being encouraged to Switch To Green via a catchy billboard campaign, Belgians are being encouraged to spice up their palates via a media campaign based on an Adam & Eva theme.

In the UK - an important market - Zubrowka continues to strengthen its on-trade presence and has made significant moves into national distribution through all of the UK's national wholesale groups, with listings in a number of national multiple on-trade groups. A travel retail push has also resulted in increased Zubrowka visibility in UK airports.

Comment

Christian Davis

Drinking Danishly

So, Danish brewer is spending £15m on revitalising its flagship Carlsberg Export brand (see news story) and at the core of activity is emphasising the company’s Danish origins.

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