Staropramen returns to to its Czech homeland

By MA Reporters Interbrew has done a U-turn on brewing Staropramen in the UK ­ it will return all brewing to the Czech Republic to protect the premium lager's integrity.

The company began brewing Staropramen in Salmesbury, Lancashire, in July but was slated by beer writer Roger Protz for "trampling on the noble traditions of Czech brewing".

Now Interbrew says it has reviewed its "marketing strategy" and consulted with key customers, and opted to return brewing to the Smichov Brewery in Prague from January next year.

The company says it will invest in developing the Staropramen brand in 2004 to support its positioning as a distinctive, imported, super premium lager with authentic Czech brewing heritage.

Colin Pedrick, on-trade managing director at Interbrew UK, said: "Premiumisation of the beer category has lead to the emergence of new segments in the premium sector, including speciality beers' such as Hoegaarden and Leffe, and super premium lagers', whose country of origin and unique taste appeal to a different set of consumers.

"Super premium lagers includes brands such as Nastro Azzuro, Asahi and Budvar.

"Staropramen drinkers tend to be a bit more experimental in their choice of drinks and regard

[it] as a brand that is worth paying more for."

Volume sales of draught Staropramen have increased by 30% year on year in the on-trade.

Roger Protz said: "The news that Staropramen will continue to be brewed in Prague and not in the Salmesbury factory is a great victory ­ an indication that even global brewers pay attention to consumers' interests."

He added: "Staropramen will continue to be a classic Czech lager beer, not a bowdlerised concoction brewed under licence in Britain.