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Borsodi Brewery Introduces a Beer Not Yet Marketed in Europe

Hungary Today 2024.02.19.

The beer market could stabilize this year: the recovery will be supported by major sporting events, the European Football Championship and the Olympics, reports Világgazdaság. Borsodi Brewery has also been awarded the distribution rights to another premium brand, Coors, meaning that three of the world’s ten most valuable beer brands now belong to the company on the Hungarian market.

Borsodi Brewery is targeting consumers with a new premium product, as its management announced that from February, it will distribute Coors, one of the world’s most famous beer brands, in Hungary.

This light beer is not yet available anywhere else in Europe,

marking a vote of confidence by the owners of the more than 150-year-old beer brand in the Hungarian market, which went into recession last year.

Photo via Facebook/Coors Light


Coors’ story began more than 150 years ago in 1873, when Adolph Coors set out for Denver, Colorado, to find the perfect conditions for brewing beer. The brewery still stands in Golden, Colorado, and generations of the Coors family have continued the brewing tradition. At 4.3% alc/vol, Coors is an easy-drinking beer with light fruity and malty notes, a little bitterness, and an aftertaste. The recommended drinking temperature for Coors is five degrees Celsius, and its innovative packaging tells consumers exactly when it is cold enough for the optimal taste experience.

The Association of Hungarian Brewers announced in January that 10 percent less beer was sold in 2023, than in 2022. This suggests that the restructuring of demand has continued:

  • the market for low-end products is shrinking
  • sales of mid-range products remain stable
  • sales in the premium and super-premium segments continued to grow.

This provides a good basis for the launch of a new premium product, Coors from the Rocky Mountains, which Borsodi Brewery is now introducing.

Coors comes straight from Prague, and the interesting thing is that although it is brewed there, it is only being introduced in Hungary, and not yet available in the Czech Republic.

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Zsolt Vuleta, managing director and commercial director of Borsodi Brewery, told Világgazdaság that he expects a positive change and stabilization of the beer market after the last few years.

The recovery in demand this year will be supported by major sporting events such as the UEFA European Football Championship and the Olympics. The last peace year was in 2019, and due to the COVID pandemic in 2020 and 2021, several pubs closed but consumption did not shift to grocery store shelves. During the pandemic, social opportunities and occasions disappeared, and 2022 was overshadowed by the war in Ukraine, and 2023 by inflation.

In addition, beer inflation was out of line with the average, with very strong consumer price rises causing a fall. However, it is encouraging that the decline was smaller for premium products, where

demand is stable and growing and Hungarian consumers are open to innovation and willing to try new products.

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Via Világgazdaság; Featured image via Pixabay

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