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Dreher sales volume stagnates, recipe change announced

Sales volume of Hungaryʼs Dreher Breweries, a unit of Japanʼs Asahi Group, stagnated at around 2.5 million hectoliters last year, CFO József Bai said on Monday, state news wire MTI reported. Meanwhile, the brewery has revamped its flagship product.

The new look Dreher

Dreher controlled 34.7% of the domestic market last year, making it Hungaryʼs biggest brewer.

Marketing director Gábor Wilheim said Dreher is changing the recipe of its Dreher Classic beer after more than ten years and rebranding it Dreher Gold. The beer, launched on Monday, will no longer be made with maize, but brewed only with barley, hops and water, he added.

"With the new recipe, we will stir up the domestic beer market, and show that the Dreher name means innovation based on traditions, even after 165 years," Wilheim added in a press release sent to the Budapest Business Journal.

The press release describes Dreher Gold as a beer with a characteristic, pleasantly bitter taste, with a color more golden than before and a snow-white head. The brewery says that tested consumers found Dreher Gold more harmonic and fresher than Dreher Classic, while also preferring the color of the new product.

The new look will feature an image of the old Erzsébet Bridge from the Fortepan Collection, to honor the breweryʼs roots in Budapest.