CZECH: Budejovicky Budvar sets over-21 "age limit" on strong beer

By | 20 March 2013

Click through to view Budvars gift pack and age-limit statement

Click through to view Budvar's gift pack and age-limit statement

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Budejovicky Budvar's brand Premier Select is to carry an over-21 age recommendation because only “connoisseurs” with drinking experience can appreciate it, the company has said.

The recommendation is printed on labels and packaging and also on POS materials promoting the 7.5% abv pilsner in the Czech Republic, the brewer told just-drinks today (20 March). It will also feature on the Premier Select gift pack, launched in the country last week, Budvar said. 

“The beer is very special and the flavour and taste need to be experienced by connoisseurs who can appreciate the quality of the beer,” a company spokesperson said. 

Budvar had earlier said the recommendation also served to warn young people of the label's higher alcohol content. It also said the age limit could not be legally enforced and was a “voluntary contribution to public education”.

This week Budvar launched a limited-edition release of Premier Select into the on-trade made with freshly harvested hops.

Expert analysis

Beer in the Czech Republic

Beer in the Czech Republic industry profile provides top-line qualitative and quantitative summary information including: market share, market size (value and volume 2006-10, and forecast to 2015). The profile also contains descriptions of the leading players including key financial metrics and analysis of competitive pressures within the market. Essential resource for top-line data and analysis covering the Czech Republic beer market. Includes market size and segmentation data, textual and graphical analysis of market growth trends, leading companies and macroeconomic information.

Sectors: Beer & cider, Corporate social responsibility (CSR)

Companies: Budvar

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CZECH: Budejovicky Budvar sets over-21 "age limit" on strong beer

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