Head on the brand image

Regardless of brand, there are some forms of beer and some innovations which have been developed specifically for the HoReCa sector. Breweries usually supply HoReCa businesses with small accessories and practical things to promote their beers. The relationship between a beer and a bar or restaurant is crucial to both sides. Bars and restaurants are constantly looking for products and services which can make them even more attractive for guests, while the representatives of beer brands are continuously monitoring developments in bars and restaurants to find the best locations for their products. – says Imre Fehér, communications manager of Borsodi Sörgyár. They usually sign agreements with bHoReCa businesses after selecting the main beer brand to be communicated, which will generally be available from the tap. The brand will be communicated using many visual tools. The HoReCa business will not be limited in keeping other bottled beers, but no other beers than specified in the agreement will be available from the tap. Borsodi Sörgyár is committed to promoting Belgian beers and also to spreading the culture of quality draught beer. Regardless of brand, draught beer and some 0,33 litre bottled beers are generally used in the HoReCa sector. POS promotions are becoming more important in this segment as well. – Specifically HoReCa beers still exist – says Yvette Krubl from Brau Union. These are brands for young consumers of high (A or B) status, available only in selected HoReCa locations. Retail promotions usually have a HoReCa side as well, because consumption in the HoReCa sector not only generates sales, but has a major effect on the image of the brand. Recent innovations from Brau Union were Heineken terrace furniture and Soproni Sörbarátok wall which help to attract regular guests – se adds. Regarding special promotional tool for HoReCa businesses, Heineken is the leading source of innovation. – Fortunately re-usable forms of packaging are used in HoReCa, but some of our products, like Heineken Paco are more successful in HoReCa than in retail. Three out of the five leading brands (Dreher, Arany Ászok, Köbányai) belong to Dreher Sörgyárak Zrt. – We do not have a brand intended exclusively for HoReCa clients, but there are differences between brands regarding the attention we give to various sales channels, including HoReCa – says Mónika Agócs key account manager.