The changes are subtle, but there’s a new look to Budvar Budweiser in this country, and an important packaging development, too.
Out and about with the Budvan
The brand refresh puts the focus on the classic Czech lager’s authenticity and heritage (don’t confuse it with that American stuff), and proclaims its status as the flagship of ‘the Republic of Beer’.
Simon George, managing director of Budweiser Budvar UK, said: “Consumers are increasingly focused on authenticity in the food and drink they consume, and this first major brand refresh in a decade tells our unique story in a powerful new way to the growing number of UK consumers enjoying authentic beer.
“We’re the only Czech state-owned brewer, a beer from a nation not a corporation. Both the rebrand and the new Republic of Beer positioning celebrate the Czech Republic as a unique and thriving beer lover’s paradise, and show how the art of brewing remains the proud heart of the Czech nation’s history and culture today.”
On pack, the classic Budweiser Budvar branding is now framed above by an historic roundel for České Budějovice (or Budweis in German), the South Bohemian city that traces its brewing origins back more than 800 years, and where all Budweiser Budvar is brewed today.
Also given a strong focus are Budvar’s locally-sourced, premium ingredients. These include whole-cone Saaz hops from Žatec, the Czech Republic’s renowned hop region; the finest Moravian malts and 10,000-year-old natural soft water from an Ice Age aquifer 300m beneath the brewery.
Budweiser Budvar UK is trialling Smurfit Kappa’s TopClip, a newly-designed cardboard beer can packaging solution, as the Czech beer brand works to reduce plastic waste.
The branded packaging, holding six 330ml cans of Budweiser Budvar Original Czech Lager, will be available in 168 Waitrose shops. Made from sustainably sourced paper, it is 100% recyclable, and will eliminate an estimated metric tonne of single-use plastic waste in its first year of use, the equivalent of a quarter of a million plastic bags.
The beer
The beer pours deep golden, almost amber, with a thick, foaming white head. It looks the traditional, continetal business. In lager terms, I’d say the aroma is unqiue: grassy, herbal, with a slight sweetness in the background. On the palate, it’s as much about the Moravian malt as it is about the classix Saaz hop notes, floral, slightly zesty, with a little spice, and a definite moreishness. The balance is achieved right through to the finish, some peppery spicness lingering on the tongue. Mainstream lager it ain’t. In fact, in many ways, it’s quite ale-like.
