How Plzeňský Prazdroj launched cider in a beer-saturated market
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...