Czech Republic: Staropramen launches first self-cooling keg in Czech market

Staropramen is launching a unique new product in the Czech market � the self-cooling CoolKeg, according to company�s news room, June 19. The keg cools twenty liters of beer to the optimum temperature of 5�C in just 60 minutes. What�s more, the keg maintains this temperature for a full twelve hours.

CoolKeg is based on a unique, patented self-cooling technology developed by Germany-based company CoolSystem. CoolKeg�s first market launch was in 2001 in Germany. Subsequently it was launched in other countries such as the United Kingdom and Austria. Consumers in the Czech Republic will now have an opportunity to buy CoolKeg.

�Before the CoolKeg launch, we carried out tests that indicated Czech consumers would buy such a product, if only it were available. Sure, you can get draught beer if you go to a restaurant, but when you�re having a party at home or at your cottage and you�d like to treat your guests to cold draught beer, it�s a challenge. Keg beer is not commonly available in stores, much less all the equipment necessary to cool and tap a keg. Now we have the ideal solution for consumers,� says Martin Nov�k, Manager for Consumer Research and Innovation, Pivovary Staropramen.

�By launching the Staropramen CoolKeg � the keg that cools itself � in the Czech market, the Staropramen brand is demonstrating that it does things differently, as it claims in its communication,� explains Daniel Musialek, Staropramen Brand Manager.

The secret of how CoolKeg cools itself can be found in physical laws. The keg�s cooling action takes advantage of the water-absorbing ability of the naturally occurring mineral zeolite. The self-cooling process is started simply by turning a lever on the top of the keg, which interconects chambers with water and crushed zeolite. The zeolite starts to absorb water vapor, and the resulting heat is released from the keg. The result is that the water in the space between the keg walls freezes. One hour later, twenty liters of Staropramen Světl� beer is at an ideal 5�C and remains at this temperature for twelve more hours, at a minimum.

CoolKeg is very easy to use. No additional equipment is needed, just a reusable tap. Thanks to the simplicity and ease of the whole process, Coolkeg can be used absolutely anywhere, anytime � it�s ideal for birthday parties, garden parties, or weekends with friends.

The self-cooling Staropramen CoolKeg is available starting on June 18th in most Tesco stores, at the Staropramen �Pivn� pohotovost� cash & carry, and, starting in July at selected petrol stations. The recommended price is CZK 790, and the reusable tap costs CZK 150. Since the CoolKeg is a reusable container, a refundable deposit of CZK 1500 is charged. The self-cooling ability is recovered by regeneration process.