E-Malt.com News article: The Czech Republic: Plzensky Prazdroj launches new line for the production of beer mixes and wheat beers

Plzensky Prazdroj has launched a new line for the production of innovative drinks that are growing in popularity on the Czech market - beers mixed with fruit juices, malt-based drinks and wheat beers. The investment, amounting to CZK 143 million, will enhance Prazdroj's ability to respond to changing consumer preferences, 4-traders reported on June, 27.

"The classic Pilsner-style lager will continue to be the core of the Czech beer market. However, the market will also see a growth in popularity of less traditional drinks, such as our existing products Gambrinus Juicy Grapefruit, malt-based Frisco, Birell non-alcoholic beer mixed with fruit juice, and Fénix wheat beer. We want to offer our consumers the drinks already out there in sufficient volumes and in a wide range of packs, but we also want to gain more space for the development of new products and variants," says Plzensky Prazdroj 's Marketing Director, Grant McKenzie.


The new line, located at the Pilsen brewery, has an annual capacity of 600,000 hectolitres and ranks among the most advanced similar facilities in the Czech Republic. It allows the company to produce Gambrinus and Birell beers mixed with fruit juices, the malt drink Frisco and top-fermented Fénix wheat beer, the last one now also being offered in bottles, on the Pilsen site, whereas to date Prazdroj had used the technology and facilities of its sister breweries in other countries to make these drinks.

Prazdroj will buy more raw materials and other stuffs from Czech suppliers in connection with the line's production. By moving this production to the Czech Republic, Prazdroj will also reduce its environmental footprint - trucks carrying its products will be running 590,000 fewer kilometres per year, thus reducing CO2 emissions by more than 620 tons.

With total sales of almost 9.9 million hectolitres in 2012 (including licensed production abroad) and exports to more than 50 countries around the world, Plzensky Prazdroj is a major beer producer in the region and the largest exporter of Czech beer.

Plzensky Prazdroj, a.s. is a member of SABMiller plc. Pilsner Urquell is the international flagship of the SABMiller brand portfolio.


03 July, 2013