How Plzeňský Prazdroj launched cider in a beer-saturated market

This event report discusses how the Czech brewery, Plzeňský Prazdroj, found a gap in the otherwise saturated long drinks market, launching a cider to appeal to the fifth of drinkers who do not opt for beer.

How Plzeňský Prazdroj launched cider in a beer-saturated market

Lena RolandWarc

The Czechs have a long and proud brewing history. The world's first-ever blond lager was the Pilsner Urquell,[1] produced in the Czech city of Pilsen,  and was the inspiration for more than two-thirds of the beer produced in the world today. The Czech Republic also has the highest per-capita beer consumption in the world with 146 litres per person consumed in 2015.

So when Plzeňský Prazdroj, the leading brewery in the Czech Republic with about 50% market share, decided to launch the cider category it faced...

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