09.09.2009
Despite the actual global economic crisis the Březňák brand has been meeting with success in the German market. Based on the actual sales it is expected that 10 % more beer of this brand will be sold in Germany compared to last year. It is going to be a historical success for this brand in a declining German market: more than 50 million bottles will have been sold before the end of the year!
„Březňák brand belongs to the middle-priced segment in Germany and the competition is really severe there. That is why the success of Březňák, which is now most probably the best selling Czech beer brand in Germany, makes us so happy. The secret of its success lies in the fact that Germans just love the great Czech full taste of this traditionally brewed beer, “said Miroslav Picek from the export department of Královský pivovar Krušovice.
He added that at the present time Březňák brand is represented by the following beers in the German market: Březňák – light lager, Březňák – dark beer, Březňák semi-dark lager and Březňák Diät, which is a light beer.
Approximately 95 % of Březňák beer exported to the German market is filled in bottles; the rest is exported in kegs to the gastronomic outlets.
„Although Germans have some difficulties pronouncing the word Březňák correctly, they of course recognize this beer brand for sure by the intriguing face on the label,“ stated Miroslav Picek. The label of Březňák beer is famous worldwide because of the face of Victor Cibich, the station-master in Velké Březno, who was addressed by the brewery Board of Directors with an offer to become a face of Březňák beer in 1906. Victor Cibich agreed and he got an annuity for life amounting to 30 beers a week.
Březňák beer is not only sold in the domestic or German markets. „Březňák had originally been a local brand in North Bohemia but since last year we have started to sell it successfully in the whole Czech Republic. Today, people can buy this beer everywhere in Germany but sales have been developing also very fast in Sweden where we now will sell our beer in 0,33 l bottles. As a matter of fact Breznak was voted last year the best beer in a consumer taste competition in Sweden so that it got listed in all state owned Systembolegat shops!“ pointed out Miroslav Picek. He added that Březňák beer has been produced under licence in the Russian Federation since this spring and the sales results from the first months are very promising.
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History of Velké Březno brewery goes back to the 17th century. Březňák brand became famous because of Mr. Victor Cibich, the station-master in Velké Březno, who has been looking down from the labels for more than 100 years. Březňák brand has been awarded many awards from prestigious competitions; this year it was awarded the Golden Cup in the 17th Pivex. Velké Březno brewery has been part of Heineken Czech Republic since 2008, when the acquisition of Drinks Union was successfully completed. Heineken Czech Republic acquired Starobrno brewery already in 2003 and Královský pivovar Krušovice became part of the group in 2007. At the present time Heineken Czech Republic is the third strongest player in the domestic beer market and it is ranked among the most important exporters of beer in the Czech republic.
Further information:
Ing. Kateřina Eliášová,
Corporate Relations Manager,
Heineken Česká republika
+420 543 516 324,
+420 606 758 291,
