Budweiser Budvar is launching its new 11° Pardál Echt onto the market
With the beginning of the main selling season, Budweiser Budvar, N.C. is coming with a newcomer in its product portfolio. Effective on 1st June, the brewery is launching a new brand of Pardál Echt in the 11° beer segment.
“Having analysed our portfolio as well as the possibilities in the Czech market, we made a decision to enter the 11° beer segment with our Pardál brand. We want not only to follow up with the significant selling success of Pardál draught beer, but also to make the best of its commercial potential. Last but not least, we are responding to our customers’ demand as they had been calling for a “stronger” version of Pardál,” Budweiser Budvar’s CEO Jiří Boček explains.
Pardál Echt is complementary to Pardál draught beer launched on the market by the brewery two years ago. Quickly captivating local customers, its sales surpassed the original anticipation. Being distributed only in the south of Bohemia, its 2007 sales reached the volume of 76,369 hectolitres. Pardál’s sales were extended nationwide in 2008 accomplishing the volume of no less than 193,034 hectolitres. The Pardál brand thus became the 16th most retailed beer brand in the Czech Republic.
The Pardál Echt’s development started in the summer of 2008 by market analyses and a marketing study. In the autumn, the product’s fundamental parameters were established, followed by the first brewed batches as well as carried out internal tests in December 2008. In January 2009, consumers themselves joined the development of Pardál Echt. The beer connoisseurs who had already participated in the making of Pardál draught beer had also a share in two rounds of tasting together with their friends. Based on their comments, the brewery’s production engineer Aleš Dvořák modified the flavour and other qualities of the new beer. March 2009 saw the final batch of Pardál Echt brewed.
“Our joint work resulted in a beer, which is an alternative for those who find the draught beer too weak and the lager too strong and at the same time favour higher bitterness and full flavour. We appreciate that its origination was shared by the future consumers themselves, as it guarantees their future preference for Pardál Echt,” Aleš Dvořák adds.
Pardál Echt is going to be available around the whole of the Czech Republic from 1st June onwards. Nevertheless, effective today, it can already be bought in Budweiser Budvar’s company store in České Budějovice. Nationwide as well as local commercial chains, independent retails and wholesale are going to be the main distribution channels. Pardál Echt will be supplied in returnable 0.5 litre bottles in usual 20-bottle crates plus 10-bottle paper cartons, with the standard list price including VAT being CZK 10.50 per a 0.5 litre bottle. The retail goal for 2009 is the volume of 40,000 hectolitres.
The connection with its final consumers is the same with Pardál Echt as it was with Pardál draught beer. Also in this case, its future consumers participated not only in fine-tuning the flavour and other qualities but also in choosing its name and furthermore, they will be a part of the advertising campaign, which starts on 1st July following up the “Fine-tune your summer with Pardál” campaign. Its main message to be put across will be within the spirit of Pardál Echt’s catchphrase “11° beer for real men”.
Basic parameters of Pardál Echt beer:
Specific density: 11.3%
Bitterness: 30 IBU
Colour: 14-15 EBC
Tang: medium; goes down smoothly
Ingredients of quality: three types of malt, hops, no hop extracts, water from artesian wells
ABV: 4.5% vol.
Guaranteed storage period: 180 days
Pardál draught beer
The development of Pardál commenced in August 2005. In autumn 2006, consumers themselves joined the project, taking part in three rounds of organized tasting. The production engineer subsequently took their comments into consideration and “tuned” the final flavour, bitterness, colour and other qualities of Pardál. More than 300 beer connoisseurs had the chance to evaluate the flavour and other qualities of the new beer, which led to its further modifications in compliance with the comments, making that a completely unique procedure in the Czech Republic. Pardál draught beer was launched onto the South Bohemian market on March 1st 2007; its sales were extended nationwide on 1st January 2008. Pardál draught beer was awarded “The consumer’s choice - the best newcomer of 2008” in the Beer category (the winning products were presented on the grounds of research amongst consumers) and a silver medal in the voting of the Beer Friends Association in 2008. The “Pardál - One of Us” advertising campaign was awarded a silver Effie 2007 in the A category - foodstuff and beverages (an expert panel assesses the efficiency of advertising campaigns) and won the FLEMA 2007 competition in the “Best Small Campaign” category (FLE Media Awards contest evaluates the innovative use of the media).
Budweiser Budvar, National Corporation
Budweiser Budvar, N.C. brewery has long been one of the most successful Czech foodstuff companies. Nearly half of its production is exported to more than 50 countries worldwide. Budweiser Budvar’s sales increased annually by 4.5 % in 2008, having reached the volume of 1,312,580 hectolitres of beer. The brewery’s 2007 gross profit annually grew by 13% onto the total of CZK 302 million. Since 1991, about CZK 3,500 million has been invested into the modernization and development of the brewery.