The Czech Republic: Budejovicky Budvar's brand Premier Select to carry over-21 age recommendation

Budejovicky Budvar's brand Premier Select is to carry an over-21 age recommendation because only “connoisseurs” with drinking experience can appreciate it, the company announced on March, 20.

The recommendation is printed on labels and packaging and also on POS materials promoting the 7.5% abv pilsner in the Czech Republic, the brewer said. It will also feature on the Premier Select gift pack, launched in the country last week, Budvar said.

“The beer is very special and the flavour and taste need to be experienced by connoisseurs who can appreciate the quality of the beer,” a company spokesperson said.

Budvar had earlier said the recommendation also served to warn young people of the label's higher alcohol content. It also said the age limit could not be legally enforced and was a “voluntary contribution to public education”.

This week Budvar launched a limited-edition release of Premier Select into the on-trade made with freshly harvested hops.

22 March, 2013