Eleven-degree beer market still growing in the Czech Republic

After 2 months, Velkopopovicky Kozel 11° Medium is already the second best-selling eleven-degree bottled beer on the market

So-called eleven-degree beers are currently one of the fastest growing segments on the Czech beer market. In the middle of September, Velkopopovicky Kozel 11° Medium launched a bottled version on the market, and by October and November it had become the second best-selling bottled eleven-degree beer. According to research conducted by AC Nielsen in November last year, the market share exceeded 15 % of the segment of eleven-degree beers. The latest version of the popular Velkopopovicky Kozel brand – 11° Medium – is now also easily accessible to consumers on tap throughout the Czech Republic.

„The launch of the new version for part of the market in cask beer was successful. The sale of bottled beer has now gone nationwide. After evaluating both these steps we decided to comply with consumer demand and expand distribution of 11° Medium tap beer so that it can be accessed as easily as possible throughout the Czech Republic. Just two months after launching bottled 11° Medium, AC Nielsen research showed that it had become the second best selling eleven-degree beer in the Czech Republic, and its market share is continuing to rise. From January of this year we have involved all the Plzensky Prazdroj business centres in distributing the product in Bohemia and Moravia, and by so doing have achieved total coverage,“ said Martin Kudela, manager of the Velkopopovicky Kozel brand.

Velkopopovicky Kozel 11° Medium, a pale lager with an alcohol content of 4.6 %, is the fourth product in the Velkopopovicky Kozel brand portfolio, joining Svetly, Premium and Cerny.

A promotional campaign is currently under way presenting the latest product. From January to March, Czech TV and Nova will show a ten-second spot „Have you been butted by the new Kozel yet?“ added to the Travnikari spot. During the same period, a limited line of special multipacks is for sale, containing 8 bottles of Velkopopovicky Kozel Svetly and 2 bottles of 11° Medium. During January and February in many towns you will also be able to try 11° Medium directly in the hypermarkets.

For more information:
Alexej Bechtin, Plzensky Prazdroj spokeperson, tel.: 257 287 209, 724 617 219
Radim Kovacs, AMI Communications, tel.: 234 124 112, 724 012 617

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• Plzensky Prazdroj, a. s. is theCzech market leader and with exports to 5 countries worldwide it is also the largest exporter of Czech beer. Plzensky Prazdroj is part of the international brewing company SABMiller plc, one of the biggest in the world and with a presence in 40 countries in four continents.
  
• Velkopopovicky Kozel is a brand that has an irreplaceable place in the Plzensky Prazdroj je  portfolio. It is one of the brands with the most dynamic growth both on the Czech and the foreign markets. Velkopopovicky Kozel Cerny is also the market leader for dark beers in the Czech Republic. The Velke Popovice brewery last year celebrated its 130th  anniversary of its foundation in 1874.
  
• You can find topical information on the activities and projects supported by the Velkopopovicky Kozel brand at www.kozel.cz.
  

Velke Popovice