Pivovary Staropramen is looking to redesign its flagship beer brand, according to local reports.

The InBev-owned Czech brewer will invest tens of millions of Czech crowns in the rebranding of Staropramen's packaging, logo and label, Czech News Digest said yesterday (8 February).

The redesign will be backed by a promotion campaign, the news service added.

The report cited the manager of Pivovary Staropramen's research and innovation department, Martin Novak, as the source, but no-one was available for comment when contacted by just-drinks today.

Pivovary Staropramen has a 14% market share in its domestic market, and operates out of three breweries in the Czech Republic - Smichov, Branik Brewery in Prague, and Ostravar in Ostrava.