Pardál Echt on shop-counters from today
Budweiser Budvar, N.C. has launched an 11° newcomer Pardál Echt Pale Lager on the nationwide market today, entering thus newly the 11° market segment after many years.
“Pardál Echt follows up with the selling success of Pardál draught beer launched on the market in March 2007, which quickly became very popular. Its popularity is also confirmed by 269,403 hectolitres sold in less than two years, on top of the fact that throughout 2007 it was retailed only in the Region of South Bohemia,” says Budweiser Budvar’s domestic sales manager Martin Horejš.
The Pardál Echt’s development started in the summer of 2008 by market analyses and a marketing study, partially as a response to customers’ demand for a “stronger” version of Pardál. In the autumn, the product’s fundamental parameters were established, followed by the first brewed batches as well as internal tests carried out 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 flavour and other qualities of the new beer were continuously modified. March 2009 saw the final batch of Pardál Echt brewed. It has been on sale in Budweiser Budvar’s company store in České Budějovice since 27th May and effective today, nationwide as well as local commercial chains, independent retailers and wholesalers offer it as well.
“Pardál Echt will be supplied in returnable 0.5 litre bottles. Consumers can purchase the beer in individual bottles, in regular 20-bottle crates and 10-bottle paper cartons, with the standard list price including VAT being set at CZK 10.50 per 0.5 litre bottle,” adds Martin Horejš.
The unconventional form of communication used with Pardál draught beer, is also going to be used in Pardál Echt advertising campaign, which starts on 1st July. The beer connoisseurs who participated in fine-tuning the flavour and other qualities of this beer will also take part in the campaign, whose main message to be put across is “11° beer for real men”. The campaign will come up on TV, radio, outdoors as well as on the Internet. Additionally, Pardál Echt will also be presented within the uncustomary events called “Pardáléto”.
Pardál Echt which is a suitable 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. The beer is brewed using ingredients of top quality, such as three types of malt, hops and water from artesian wells. Its specific density is 11.3%, ABV is 4.5% vol., bitterness is 30 EBU and its colour is 14-15 EBC. The beer has a medium tang and thus goes down smoothly.
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. 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.