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Bavaria UK growth bucks market trend

New market research, reported in The Guardian newspaper recently, suggests beer sales in Russia are soaring while the West suffers a decline in trade due to a growing tendency for 'brewing executives' to look further afield for sales opportunities. The smoking ban, which came into force in England on July 1, may hit sales to such an extent that the UK market will fall further behind its Eastern counterparts. The research, conducted by Euromonitor, found China, Russia and Japan all consumed more beer in 2006 than the UK. However, Mike Teague, Sales Director at Bavaria UK, said this research contradicts the Dutch Brewers UK sales figures for the same year, which would suggest Bavaria UK is bucking the trend. "Last year we saw an increase in sales of Bavaria Premium of 55% while sales of Bavaria Malt, our uniquely brewed 0.0% alcohol free beer, shot up by an amazing 455%," he said. "This was achieved through a range of intense marketing initiatives devised to raise the brand's profile. It shows that the sales opportunities are still there. "I am aware China is now regarded as the largest beer market in the world but for brewers to suddenly redirect their efforts to try and exploit a foreign market could be a mistake. "What we should be doing in the UK is responding to the new challenges, such as the smoking ban, with exciting and creative campaigns." Bavaria Beer UK is a subsidiary of Bavaria NV, the biggest family owned brewer in the Netherlands. Bavaria NV was established in 1719 and 50% of its beer is currently exported to more than 100 countries worldwide. Bavaria Premium is brewed using top quality malt, the finest hops, and the purest of mineral water: the result is a crisp, clear, refreshing beer that is outstanding in quality and has a smooth, distinctive taste. It is available in 660ml, 330ml and 250ml bottles and 500ml and 440ml cans and can currently be found at Morrison's as well as numerous independent and convenience retail outlets. For more information about Bavaria Beer UK products, call 0870 444 6842 or visit www.bavaria.com