Record Growth in Non-Alcoholic Beer Consumption


Birell production for the Czech market exceeded 320,000 HL last year. Radegast Birell has been brewed since 1993, when the output was 3,257 HL. Since that time, production has grown nearly 100 times. Extensive research* among beer consumers has confirmed that Radegast Birell is not only the most popular but also the best-known brand of non-alcoholic beer. 70 percent of all respondents know Birell (in the category of male consumers of non-alcoholic beer, between 25 and 50 years of age, it is as high as 99 % of respondents).

“Non-alcoholic beer has built a solid position in the Czech beer market. In addition to drivers and cyclists, it is now consumed by people at work, in restaurants, at home or in the garden. The considerable increase in consumption of non-alcoholic beer is mostly due to changing lifestyles and growing responsibility among drivers,” says Brand Manager for Radegast Birell, Vladimir Vanek.

Roughly half of the respondents drink non-alcoholic beer at least once a week. The research* revealed that summer has traditionally been the favourite period for non-alcoholic beer consumption. Most often, people drink it with food, at work, before driving or cycling.

Radegast Birell is successful in beer quality contests, too – over the last four years, it has captured awards at the second largest event of its kind, the Australian International Beer Awards. Last year, it also scored in the domestic event, the PIVEX Gold Cup 2008, and was a clear winner of the most prestigious global beer competition, World Beer Cup 2008.

*Source: TNS AISA research on Radegast Birell, December 2008

For more detailed information, please contact:
Vladimir Jurina, Corporate Brand Manager, Plzensky Prazdroj, tel. 257 287 223
Anna Balickova, AMI Communications, tel. 234 124 112, 724 012 607


  • Radegast Birell is the only non-alcoholic beer in the portfolio of Plzensky Prazdroj. It is the best selling Czech non-alcoholic beer.
  • Plzensky Prazdroj, a. s. is a member of the global group SABMiller plc.
  • With total sales of over 10.7 million hectolitres in the calendar year 2008 (including licensed production abroad) and exports to more than 50 countries around the world, Plzensky Prazdroj, a. s., is a major beer producer in the region and the largest exporter of Czech beer.