Plzeňský Prazdroj sold 7.3 million hectolitres of beer in the Czech Republic last year, maintaining domestic sales at the 2023 level. The results confirm the growing popularity of lagers among Czech consumers and the continuing boom in draught non-alcoholic beers.
‘Our domestic sales in 2024 were at a similar level to the previous year. A promising first half of the year was affected by the very changeable weather in the second half, particularly the rainy June and September. In addition, the increase in VAT on draught beer at the beginning of last year weighed on pubs, which had a negative impact on visitor numbers in many places,’ explains Roman Trzaskalik, Sales Director of Plzeňský Prazdroj.
Beer remains a central component of Czech gastronomy. In pubs, 8 out of 10 guests order beer, in restaurants the figure is 4 out of 10. Beer also accounts for 48% of total sales in pubs. Prazdroj is focusing on long-term investments and quality improvements to counteract the crisis in the catering industry. The brewery group provides pubs with free taps and other equipment, contributes to the renovation of interiors and façades and also supports the design of beer gardens. ‘Last year alone, we invested over 420 million crowns in pubs and restaurants, and we are planning to invest a similar amount this year,’ says Trzaskalik.
Prazdroj also organises extensive training programmes for restaurateurs, tap masters and other staff in order to optimise operational processes.
Czechs love lager
Last year once again confirmed the long-standing trend among Czechs towards lager beer. This category grew by 2.4% year-on-year at Prazdroj. ‘Traditional beer lovers in particular prefer beers with a full, pronounced flavour and higher bitterness. The biggest climber among lagers was Radegast, thanks in particular to the improved recipe for Radegast Ratar. Traditionally, however, Pilsner Urquell was also very popular,’ says Trzaskalik.
Czechs’ continuing interest in non-alcoholic beer led to an increase in the consumption of draught non-alcoholic beer last year. Flavoured Birell did particularly well, with sales in pubs and restaurants increasing by more than 6%.
Growing demand for canned beer
The best-selling form of packaging in the Prazdroj range in 2023 was once again returnable glass bottles, which accounted for around 35% of domestic sales. Demand for reusable 0.33-litre bottles was also high – the brewery offered several types of beer in these and also bottled Frisco, which was previously only available in disposable bottles.
Kegs remain in second place (31.5 %), closely followed by cans (30 %). Tank beer accounted for 3.5% of the brewery’s total domestic sales last year.
The continuing trend towards cans is also an important argument for the introduction of a deposit system for aluminium cans. Currently, only 30% of cans in the Czech Republic are recycled – and not a single one is used as material for new cans. In countries with deposit systems, on the other hand, the return rate is over 90%.
