Ivo Kaňák, the Radegast Brewery Manager, explains the reasons for the sales increase as follows: “The history of Radegast has extended over 38 years. For all that time, we have strictly observed the recipe used for the beer whose bitter flavour has become so widely popular not only in Moravia but also in Bohemia, even though its home region still remains in the locality around Ostrava, North Moravia.”
According to TNS Aisa’s survey organised last spring, almost 75% of the Ostrava locals consider Radegast the beer brand that best represents the Moravian-Silesian Region. Over 80% of the respondents said that Radegast is the best beer of all those produced in Moravia.
Radegast Birell significantly contributed to the increase of the total Radegast sales. In 2008, Radegast Birell volumes increased by 15%.
In addition, Radegast successfully represented abroad its home town of. At the most significant beer contest in Höhr-Grenzhausen, Germany, in May 2008, Radegast Birell was proclaimed the best non-alcoholic beer in the world.
Traditionally, Radegast Brewery celebrates the anniversary of its first batch in January. Since 1971, the brewery has produced 51.5 million hectolitres of beer. If bottles containing this amount of beer were arranged in a line, it would be approximately 720,000 km, which is almost as long as the distance from the Earth to the Moon and back.
Notes for editors:
- With total sales of over 10.7 million hectolitres in the 2008 calendar year and exports to more than 50 countries around the world, Plzeňský Prazdroj is a major beer producer in the Czech Republic and the largest exporter of Czech beer. The key brands of Plzeňský Prazdroj in the Czech Republic are Pilsner Urquell, Gambrinus, Radegast, Velkopopovický Kozel and Radegast Birell (non-alcoholic beer).
- In the Czech Republic, Plzeňský Prazdroj produces beer in three breweries (the Plzeň Brewery, the Radegast Brewery and the Velké Popovice Brewery) and ensures distribution to individual regions of the country through 13 sales and distribution centres.
- Plzeňský Prazdroj is fully aware of its responsibility for the environment. Therefore, as one of the principles pursued in its business, Plzeňský Prazdroj has adopted an environmental policy. It focuses in particular on care of water sources, effluent treatment, minimisation of CO2 and other emissions, recycling, utility savings and transport efficiency.
- Plzeňský Prazdroj, a.s. is a member of the global group SABMiller plc, the second largest brewer in the world with beer interests or distribution agreements in over 60 countries across 6 continents. Pilsner Urquell is the international flagship of the SABMiller brand portfolio.
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