E-Malt.com News article: Estonia: A. Le Coq starts brewing new Czech-style beer

Estonian brewer A. Le Coq said on March, 4 it has begun production of a new light beer, A. Le Coq Pils, which has the strong, rich hops taste characteristic of Czech beers.

A survey conducted by Turu-uuringute AS in January showed that more than half of all Estonians who drink beer are interested in trying beers made to traditional recipes from other countries, with the greatest interest being in Czech-type beers, A. Le Coq said.

Tarmo Noop, the general manager of A. Le Coq, says that the company is looking to offer consumers something new and to promote the brewing traditions of a country renowned for its beer. "There are no bigger drinkers of beer than the Czechs, and their beer and beer culture and very rich, which is why we decided to go with Pils," he explained. He added that Pils is one of the most popular lagers in the world, having been developed in the Czech town of Plzen in 1842.

Estonians are familiar with the type of beer under the names Pilsner and Pilsener. "The fact that imported Czech beers are so well represented on the Estonian market does mean we face something of a challenge, but I'm sure we'll be in a strong position by the end of the year," Noop said.

Prior to the launch of the beer, a market survey was carried out to gauge consumers' expectations and taste preferences in terms of new beers. The survey revealed that the public is interested in trying beers made to traditional recipes from other countries. "The survey reassured us that we're launching the right kind of beer at the right time," Noop said. "More than half of all the beer drinkers in the country are interested in Czech-type beers."

Iivi Riivits-Arkonsuo, the director of market research with Turu-uuringute AS, explains that the survey was conducted in January among Estonian adults in order to identify their expectations in regard to beers from other countries. The results showed that 51% of beer drinkers in Estonia feel that more beers made to foreign traditions should be available in the country, with the greatest interest shown in beers brewed according to Czech traditions. "When they were asked what kind of beer they would most like to try (Czech, English or Russian), 52% chose Czech beer," Riivits-Arkonsuo explained. "Just 21% chose English and 7% Russian, while a further 20% said they weren't interested in trying any of them." She added that the survey results showed that if a Czech-type beer were to be produced by a trusted Estonian brewer, 75% of beer drinkers in the country would try it.


04 March, 2011