In 2010, Poland’s largest beer producers increased spending on advertising by as much as 30 percent in an attempt to stem falling sales of the amber nectar.

Estimated figures drawn up by Kantar Media reveal that the four major beer producers, comprising Kompania Piwowarska, Grupa Zywiec, Carlsberg Polska and Unibrew Polska, spent a combined total of around 400 million zloty (100 million euro) on advertising in 2010, a rise of 100 million on 2009.

Falling beer sales have been cited as the reason for an increased media presence of beer, with sales falling in 2009 and 2010 by 4 percent and 1 percent respectively.

Apart from advertising, beer companies are also fighting for lucrative sponsorship deals as well as cooperation with other brands which boost brand prestige, such as the long-standing deal between Zywiec and LOT Polish Airlines.

The increased media presence is not to everyone’s liking, however. On Tuesday, a proposed amendment to a bill on upbringing in sobriety was prepared by senators from across the political spectrum.

The bill envisages that beer advertisements will not be allowed to be shown on television before 11 pm, three hours later than the current watershed. Beer producers are sceptical that the move will stem under-age drinking, however. (jb)

Source: Rzeczpospolita