Current Affairs New eleven-degree version of bestselling Czech beer hits market

Brewer Jan Hlaváček presents new 11-degree beer, photo: V.Leška, Deník, 6.11.2008 “Well it is really a two-fold answer. The main thing is that consumers are becoming more demanding. This is manifested by the clear trend towards fuller taste in beers. And that is probably supported by the fact that consumers are also seeking better value for their money – which they believe that they can get through 11-degree beer, which they think gives them something extra.”

So what is the difference between 11-degree beer and 10-degree beer? What are the main differences between your two Gambrinuses now?

“Well, first let me say that the main objective of Gambrinus 11 Excellent is to basically set a new standard in the 11-degree sector. So the beer has been brewed to compete with the 11-degree beers that currently exist. So, the difference between existing 11-degree beers and our new beer is the usage of triple-hopping, which basically means that we are adding an extra bit of hop into the vat which gives you a very unique bitter character, and also gives you more aroma in your beer. And then we are also using a bit of caramel malt, and so the taste is richer.

“In terms of the difference between 11-degree beer and regular 10-degree beer, well, first of all, it’s the palette. You have a fuller taste in 11-degree beer. And this beer also contains a higher amount of alcohol. While Gambrinus 10 has, for example, 4.1 percent alcohol content, the new Gambrinus 11 Excellent has 4.7 percent. And our 12-degree beer has around 5 percent.”

You’ve said yourself that you are reacting to a shift in the market; Czechs are drinking more and more 11-degree beer. Why do you think that this is?

“I really believe that that is the general trend in more categories than just beer. People here are become bigger connoisseurs, they are trying to find better-quality things. They are trying to make themselves feel better by consuming things of a higher quality. And that is probably why there has been this shift in the beer market as well. We have been monitoring and preparing the launch for the last two years, because obviously, yes, we are reacting to a trend, but we have our standards and we are a big established company, a big established brand, and we don’t want to risk anything. And so that is why we waited two years to see that it was a good idea, and that this wasn’t just a fashion. And now we can see that people really are wanting to buy better things with their current wealth.”