Does the world need another Czech beer brand?
Apparently, Carlsberg think it does. On 3 April 2014 they announced they had entered into an agreement to acquire 51 percent of Zatecky Pivovar (“Zatec Brewery”) in the Czech Republic for an undisclosed sum.
It certainly was not a multi-billion deal as Zatec only produces 34,000 hl beer (2013), although it has a capacity of 200,000 hl, it was reported.
Zatec’s claim to fame is that it is located in the town of Zatec, which is in the heart of the famous Zatec (Saaz) hops growing region and that it purports to uphold Czech brewing traditions.
Carlsberg say that premium Czech beer represents a growing segment across key markets in Europe, although one would have thought that Pilsner Urquell and Budweiser Budvar have that segment cornered already.
The Zatec Brewery also produces the gluten-free beer brand Celia. Celia is a light lager, produced in a unique way, which preserves the typical taste of Czech lager and makes it possible for consumers who suffer from celiac disease to enjoy a beer.
Zatec Brewery was revived by a Brit of Norwegian origin in 2001. That’s when Rolf Munding, a “serial entrepreneur” with interests in hotels, restaurants, breweries, television production, shoe making and distribution, bought it. Although Mr Munding seems to operate his various businesses from his base in Cornwall, he appears to have been closely involved in Zatec.
On the occasion of the deal, Brauwelt International approached Zatec’s Commercial Director Radek Vincík with some questions. Here is the interview in full:
BWI: Mr Vincik, which are Zatec‘s best-selling beers?
RV: Zatec Premium 11°, Czech-style lager beer and Celia, our gluten free lager beer.
BWI: How much gluten-free beer did you brew in 2013? Carlsberg were quite excited about this.
RV: The sale of this beer is growing every year and in 2013 we produced about 74 percent more than in 2012.
BWI: How much beer did you export in 2013?
RV: We exported 14 percent of our annual production.
BWI: This is below the 18.1 percent average in the country for 2013. What are your major export countries?
RV: We exported our products to many countries in the world, but our major export destinations are Sweden, Finland, Italy, England, USA, Russia, and China.
BWI: Will you add the CZHO (geographic indication) mark to Zatec beer in the future? This mark requires 80 percent of the malt come from specific types of spring barley and 30 percent of the hops be of the Zatec type.
RV: We used to have the mark “Èeské pivo” on the beers, but we decided to remove it, because of the too wide definition of this category.
BWI: Will Carlsberg taking a majority stake result in any management changes at Zatec?
RV: We do not expect any management changes at the brewery.
BWI: Will Carlsberg take control of export activities for Zatec?
RV: I would rather say that it will be a close cooperation in the export of Zatec beers.
BWI: Does the coming of Carlsberg change Mr Munding’s role in the ownership and management of Zatec?
RV: Rolf Munding remains a member of the supervisory board as before.
BWI: Czech media say that Carlsberg would not, according to the contract, be able to change the taste of the beer. Can you confirm this?
RV: Yes, this is one of the key points of the contract.
