Where the big brewers are pulling the beer tap

This article is available for reading in Trade magazin 2025/6-7.

György Spiegel
marketing director
Borsodi Brewery

“After last year’s sales growth across the entire beer market, this year has started more modestly, probably due to the cool spring. Our premium draught beers are as popular as ever. Summer is the traditional peak season for the beer market and we are present at several high-attendance events. We are popularising Borsodi and our premium brands – including Coors, Miller and Staropramen – with in-store promotions”,

reports György Spiegel, marketing director of Borsodi Brewery.

Tünde Laurinyecz
trade marketing manager
Dreher Breweries

“Premium beers account for 70% of Dreher’s draught beer sales. In recent years the popularity of our craft beers has remained unbroken, with Dreher Meggy now available on tap alongside the classic Dreher Bak and Dreher Hidegkomlós, as well as HB Búza and Floris. The ANTL brand, which has been present in our product portfolio since 2021, is a meeting point between tradition and innovation. This year we are doing a nationwide consumer promotion: our Peroni and Dreher brands are giving away valuable gifts to customers who choose draught beer in bars and restaurants”,

says Tünde Laurinyecz, trade marketing manager of Dreher Breweries.

György Spiegel adds that the draught offering failed to follow in the footsteps of the growing popularity of non-alcoholic products. Tünde Laurinyecz informs that Dreher’s Draught Quality programme, which consists of theoretical and practical training, has been running successfully for years.