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Czech beer legend eyes Belgium

Published on 25/05/2004

25 May 2004

BRUSSELS – The makers of one of the Czech Republic’s most celebrated beers are hoping to tap into the already saturated Belgian market, it was reported on Tuesday.

La Derniere Heure newspaper said that the makers of Pilsner Urquell beer, considered by connoisseurs to be the original pils, are planning a major marketing blitz in Belgium.

Belgians and Czechs are among the European Union’s greatest beer lovers.

The Czech’s are the world’s top beer drinkers, with an average per capita consumption of 160 litres a year and the country also produces some of the world’s most respected brews.

Belgium’s own beer industry is of course legendary.

In ten years’ time the owners of Pilsner Urquell – global brewing giant South African Breweries-Miller – say they expect to be selling 10,000 hectolitres of their amber brew every year in Belgium.

They have already signed a major deal with Belgian supermarket chain Delhaize, which will soon start stocking the Czech beer.

[Copyright Expatica 2004]

Subject: Belgian news