BUDWEISER BUDVAR: Budvar is pursuing a targeted approach to getting consumers hooked on its famous Czech lager. Last year, it announced sponsorship of Falkirk the Scottish first division football team. In a couple of months' time, Budvar will be the sole sponsor of a six-day event in Leeds that will celebrate Czech culture to mark the Yorkshire city's twinning with Brno the second largest city in the Czech Republic. The event, which runs from 19 to 24 May, will feature Czech films, music, dance, and opera. Many Leeds city-centre bars are running their own Czech week activities as well, such as jazz and comedy evenings. Budvar is gearing up for the event by making its beer available in as many pubs as it can. Budweiser Budvar UK chief executive John Harley explains: "We were given the opportunity of sponsoring the event and we jumped at it because it so perfectly fitted the footprint of the kind of local community promotion we favour. The problem is if its national, it belongs to everybody. If its local, it belongs to you and you identify with it". Budvar hopes the event will produce similar results to those achieved by its sponsorship of Falkirk, which has led to a dramatic increase in the lager's on-trade profile. "The Falkirk supporters have even got a song in praise of Budvar" says Harley. "We have really become a part of the community". Brands: Budweiser Budvar
