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Czech beer broke through the competition of foreign and domestic brands at the Dalian Beer Festival

Czech beer was introduced for the first time at the 2nd largest beer festival in China known as Dalian Beer Festival. This is thanks to a project for the support of economic diplomacy, which was implemented by the Ministry of Foreign Affairs of the Czech Republic with the financial support of the Ministry of Agriculture of the Czech Republic and in cooperation with CzechTrade agency. The Czech Republic's participation at this China-renowned festival was the largest promotional event of Czech beer in China. Czech beer & hops culture represented breweries such as Pilsner Urquell (Asahi), Budějovický Budvar (Budweiser Budvar) and Primator.

The Czech Republic introduced itself as a unique beer-tourist destination. It was rendered not only by the beer-tourist map of CzechTourism agency, but also by the offer of Czech beer supplemented with a destination video and promo posters of CzechTourism agency. The Czech beer culture also greatly complemented traditional Czech cuisine of the Bohemia restaurant, which prepared typical Czech beer delicacies. The Czech tent presented Czech flagship products such as Czech glass by brands Crystalite Bohemia and Bohemia Jihlava, or the latest model of Škoda car, Škoda Kodiaq GT.

During the two weeks of the festival (25 July to 5 August, 2019), the Czech tent with an area of 1,200 m2 attracted tens of thousands of beer lovers. They were attracted not only by the Pilsner Urquell beer, the already one-year old new arrival to the Chinese market, but also by the tradition of Czech beer brewing quality, which has been known to the Chinese consumer under the Budějovický Budvar (Budweiser Budvar) brand for several years.

China is the largest beer market in the world and with the growth of its middle class is also growing its consumption of imported beer from European breweries. Czech beer did not have an easy position at the festival. As a new member of the festival, it had to position itself among the domestic competition as well as among in China already well-known brands such as Budweiser, Heineken or German beers. Nevertheless, the Czech beer´s quality and history was able to impress the visitors and raise awareness of its brand and origin.

Czech participation at the Dalian Beer Festival was part of the Czech Days activities organized by the Czech Embassy in the northeast of China. Mayor of Dalian Mr. Tan Chengxu personally visited and supported the Czech exposition and its hop liquor. Czech exposition received quite an attention of Chinese media. Further support to the promotion of Czech beer and the Czech Republic being a unique beer-tourist destination offered the CzechTourism agency.


Dalian Beer Festival