Interbrew U-turn on Staropramen

- Last updated on GMT

Related tags: Beer, Germany

Interbrew UK has bowed to drinker pressure and announced that the brewing of its draught Staropramen brand is returning to the Czech Republic from...

Interbrew UK has bowed to drinker pressure and announced that the brewing of its draught Staropramen brand is returning to the Czech Republic from early next year.

The decision marks an embarrassing U-turn for the Belgian brewer as it comes only months after it had transferred brewing of Staropramen from the Smichov Brewery in Prague to Salmesbury in Lancashire.

While under the stewardship of previous owner Bass, a pledge was made that Staropramen would not be brewed under licence.

When Interbrew inherited the brand in 2001 the switch to the UK was made for commercial reasons.

In an interview with The Publican Newspaper in September, Matthew King, marketing controller for Staropramen in the UK, defended the move:

"Before taking the decision to brew draught Staropramen in the UK we undertook research which stated that drinkers are more concerned with product quality and taste than brewing provenance.

"With so many standard and premium lager brands brewed under licence in the UK, there isn't an expectation that draught products are brewed in their country of origin."

However, following consternation among speciality and niche beer drinkers, for whom brewing at source is an important factor, Interbrew has changed its tune and been forced to perform a major climbdown.

Colin Pedrick, Interbrew UK's on-trade managing director, said: "Premium drinkers tend to be a bit more experimental in their choice of drinks and regard Staropramen as a brand that is worth paying more for."

Related topics: Beer

Related news

Property of the week

The Hazeldene Hotel

- Tenancy

The Hazeldene Hotel is opposite the Famous Blacksmiths Shop in Gretna Green. With 11 letting rooms, it is in a prime location to offer fantastic...

Follow us

Pub Trade Guides

View more