The Habsburgian emperor Rudolph II
bought the brewer in
World of Heineken 38 - summer 2008
to Eastern Europe: Germany and Sweden
are also amongst the biggest importers of
Krusovice.
Krusovice's ambitions might be grand, but
they are also fitting for a Czech brewery.
After all, it was the Czechs who brought
lager to the world in the first place. Pilsner,
the blond, strongly hopped beer that now
dominates the global beer market, still bears
the name of the Czech city of Plzen, located
a mere 50 kilometres from Krusovice. The
close proximity is more than a coincidence.
Bohemia, the region in which both cities are
located, has been renowned for its superb
hops since the High Middle Ages. Hops
from the region are still used in Krusovice
today, giving it the refreshing bitterness
characteristic of Czech beers.
THE EMPEROR'S BEER
Krusovice's strong roots in the Czech Republic
are highly valued by its sizeable foreign fan
base, says KamilThe silhouette of Prague
Castle figures in the background of most
promotional material as a constant reminder
to consumers of the beer's origin.
Krusovice's relationship with Prague Castle
dates back almost as far as the brand itself.
In the sixteenth century, Krusovice was
the palace's main supplier of lager. The
Habsburgian emperor Rudolph II, who held
court at Prague Castle, bought the brewer in
1583. He quickly developed a fondness for
Krusovice, even taking a personal interest in
the brewing process.
The bond between the Crown and the
brewery was so close that even after the
Habsburgs sold it in 1685, Krusovice remained
known as "The Royal Brewery." To this day,
Krusovice still carries the Habsburgian crown
on its label.
Today, the brewer is the castle's main sponsor,
paying for maintenance and the special events
hosted there, including some of its own. It is
also a sponsor of the prestigious annual castle
ball.
AT HOME
In its domestic market, Krusovice is also
pursuing a strategy of aggressive expansion.
Ambitions are high. Marketing Director of
Heineken Czech Republic Jiri Imrysek says
he wants to double sales volume over the
next five years. "We are changing the picture
of the Czech beer market," he says. "We're
shaping the future, and this implies a very big
responsibility to the company."
Jiri has turned the brand around from a
regional staple to a national brand since he
took over the helm of Krusovice marketing.
A seasoned professional in the Czech
beer business, he was Marketing Director
at Starobrno for 13 years before joining
Heineken Czech Republic. In 2003 he received
the Czech Brand Manager of the Year Award.
Now his ambition is to make Krusovice one of
the best-selling premium lagers in the country
- and he is confident of success.
Jiri's current strategy is one of straight-talk:
"We are now communicating the beer's long
history of quality in an unpretentious manner,"
he says.
The Czech beer market is unlike any other.
With almost 160 litres consumed per Czech
per annum, it has the highest per capita
consumption in the world and a strong pub
tradition; almost two thirds of all domestically
consumed Krusovice is sold in the on-trade
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