“PardálOVO bezové” triggers curiosity abroad as well
Budweiser Budvar Brewery launched a newcomer on the Czech market in April - a mixed beverage made from beer called “PardálOVO bezové“. This drink is distinctly different from most of the products in this category: a herb flavour of elderflower is used to give flavour to the drink, as opposed to the typical fruit ingredient (most frequently citrus fruit). The development of the product was yet again participated by consumers, this time both males and females, resulting in a beverage that combines the flavour and refreshing aroma of elderflower in a balanced way, at the same time not suppressing the distinct beer character and bitterness. Consumers accepted the original elderflower flavour very well despite it being quite unusual in Czech as well as European circumstances. According to a survey carried out by the IPSOS agency in June, 64% consumers evaluated the flavour of “PardálOVO bezové“ as positive. Amongst others, the survey participants sent the following messages to the producer: “great flavour, natural, no chemical preserving agents or artificial colourings”; “the elderflower drink really came off well”; “great choice of flavour - original” etc.
“The survey outcome was also reflected by the sales results. The retail plan for the period of April-July was surpassed by 37%, having reached a volume of 7,000 hectolitres,” says Budweiser Budvar’s Pardál brand manager Alena Mazancová. Owing to its specific flavour and the fruit beer market saturation, the brewery had intended a sales volume of 10,000 hectolitres for the first year on the market. The export of “PardálOVO bezové“ to Slovakia has recently been launched as well and customers from Germany - the cradle of mixed beer beverages, showed large interest. “The vast majority of mixed beer drinks in Germany have the flavour of lemon or grapefruit. The elderflower appealed to our business partners in Germamy a great deal during the tasting. We jointly got to a conclusion that ‘PardálOVO bezové’ could make it on the German market and subsequently we are launching its export there at the end of August.” concludes Alena Mazancová.
The development of the product began in the laboratory of Budweiser Budvar Brewery in September 2011. In October 2012, 120 consumers joined in the initial fine-tuning of the parameters of the new drink – for the first time including women as well. The next stage saw a further nearly 1,000 of their friends and family members take part. “PardálOVO bezové” is intended for both men and women and should harmoniously connect their often very different worlds. It is available in 0.5 litre cans and bottles. Made from Pardál Echt Pale Lager and good quality natural syrup containing elderflower, the drink is free of chemical preserving agents and artificial colourings. The alcohol content is 2% and the energy content is 135 kJ/100 ml.