Czechs are increasingly seeking non-alcoholic drinks for a variety of occasions. We developed Birell as a non-alcoholic alternative to traditional beer.
The Czech Republic has the world’s highest per capita beer consumption. However, Czechs are increasingly seeking non-alcoholic drinks for a variety of occasions.We developed Birell as a non-alcoholic alternative to traditional beer for new occasions.
Our success lies in Birell’s taste. The brewing process is identical to that for lager, but with a yeast which does not produce alcohol, which means that the taste appeals to beer lovers. Over recent years we have also extended the range through introducing real fruit juice mixes, helping to broaden its appeal among non-beer drinkers.
Birell is the perfect beverage to support an active lifestyle. The brand has supported a number of major running and cycling events, including Birell Ride, which provides specialist sports equipment – such as modified bikes – for people with a physical handicap who would otherwise not be able to afford them. The Czech police and Ministry of Transport also support Birell as part of their efforts to promote non-alcoholic beers as a safe alternative for drivers.
Sales of Birell have more than quadrupled between 2001 and 2015, and the brand has over 70% market share of the non-alcoholic beer category in the Czech Republic. I am extremely proud of the 15-year journey we have taken to grow the brand and to see our learnings replicated across SABMiller.
Managing Director, Plzeňský Prazdroj a.s., Czech Republic