Friday, May 18, 2007

How Many Poles Does It Take...

To get the attention of the market for beer? Enough already:

Tyskie, Lech and Zywiec could soon become as well known in British pubs as Guinness, Thwaites and Carling if trends persist, according to the latest sales figures released by one of the world's biggest brewers.

SAB Miller, the brewing giant behind Miller Lite, said yesterday that sales of its two Polish brands in the UK in Ireland had soared by an astonishing 333 per cent over the last year.

....All the major supermarkets have started stocking Polish beer as have many of the biggest pub chains including JD Wetherspoon and Greene King.

Eddie Gershon, a spokesman for JD Wetherspoon, said: "We started stocking it a couple of years ago in Wakefield, Yorkshire. And it started flying and we thought 'we're on to something here'. We now sell it all over the place."

....It is estimated that the Poles in the UK have £4billion to spend each year, with official statistics suggesting that eight out of 10 Polish immigrants are aged between 18 and 34. The influx of this young workforce has persuaded a growing number of businesses to chase the Polish pound, with Tesco declaring Polish food as its fastest growing ethnic category.

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