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Prazdroj’s Further Investment in a New Production Line

Plzeňský Prazdroj has launched a new line for the production of innovative drinks that are growing in popularity on the Czech market – beers mixed with fruit juices, malt-based drinks and wheat beers. The investment, amounting to CZK 143 million, will enhance Prazdroj’s ability to respond to changing consumer preferences.

„The classic Pilsner-style lager will continue to be the core of the Czech beer market. However, the market will also see a growth in popularity of less traditional drinks, such as our existing products Gambrinus Juicy Grapefruit, malt-based Frisco, Birell non-alcoholic beer mixed with fruit juice, and Fénix wheat beer. We want to offer our consumers the drinks already out there in sufficient volumes and in a wide range of packs, but we also want to gain more space for the development of new products and variants,“ says Plzeňský Prazdroj’s Marketing Director, Grant McKenzie.

The line, costing CZK 143 million, coming solely from Prazdroj’s own funds, was opened today in a ceremony attended by the company’s Marketing Director, Grant McKenzie, and the Mayor of Pilsen, Martin Baxa.

The new line, located at the Pilsen brewery, has an annual capacity of 600,000 hectolitres and ranks among the most advanced similar facilities in the Czech Republic. It allows the company to produce Gambrinus and Birell beers mixed with fruit juices, the malt drink Frisco and top-fermented Fénix wheat beer, the last one now also being offered in bottles, on the Pilsen site, whereas to date Prazdroj had used the technology and facilities of its sister breweries in other countries to make these drinks.

Prazdroj will buy more raw materials and other stuffs from Czech suppliers in connection with the line’s production. By moving this production to the Czech Republic, Prazdroj will also reduce its environmental footprint – trucks carrying its products will be running 590,000 fewer kilometres per year, thus reducing CO2 emissions by more than 620 tons.

For more pictures visit this website: http://www.prazdroj.cz/en/media/image-library/events-in-prazdroj/otevreni-nove-linky