E-Malt.com News article: The Czech Republic: Plzensky Prazdroj promises not to raise prices for the majority of its beers

Czech brewer Plzensky Prazdroj promised on October, 16 to keep at current levels the prices for over 80% of its beer portfolio including the top selling variants, Gambrinus 10°, Velkopopovice Kozel 10° and Radegast 10° which account for the majority of Prazdroj sales.

A selected price increase across Prazdroj´s remaining beer portfolio will lead to average 1% price increase which will be in line with the average annual inflation rate in the Czech Republic, the company said.

The new price list will come into effect as of 1 November 2009.

"In a difficult consumer environment we have taken the decision to maintain the affordability of our largest beer brands. In order to be able to do this we have optimised energy, transport, material and labour costs. However a certain price increase is essential in order to keep the highest standards to sustain the excellent quality of our beers in the long term. We cannot and will not compromise on quality as we respect our traditional Czech recipes and brewing processes. Quality remains the key to success," the company said.

This price adjustment does not reflect the expected excise tax increase planned by the Czech Government effective 1 January 2010.


21 October, 2009