Czech Republic: Staropramen Branded Pubs to be unified into Potrefen� husa

Pivovary Staropramen has decided to unify the concepts of its Staropramen branded pubs. The differing pub concepts will receive a common name: POTREFEN� HUSA (Wounded Goose). The rebranding, including name and logo changes, applies to nineteen restaurants that the public heretofore knew under the names Potrefen� husa, PH+, Sportovka, and Beerpoint.

The unified Potrefen� husa concept will be accompanied by a new logo in several color schemes, each corresponding to one pub type - Potrefen� husa Restaurace (gold color), Potrefen� husa Sport Bar (red), and Potrefen� husa Beerpoint (orange).

�The unification of our various pub concepts under the Potrefen� husa brand will enable us to increase the effectiveness of our communications concerning Staropramen branded pubs, both toward the general public and our business partners, as well as increase awareness of Potrefen� husa�s association with Staropramen. Our surveys showed that few people were aware of the relationship between the individual pub concepts and the Staropramen brand,� said Ivo Laurin, Staropramen Brand Manager. �Under a unified brand, the pub concepts will be more recognizable for consumers and business partners alike.�

Potrefen� husa, with its presence in eight cities of the Czech Republic as well as in Bratislava, Slovakia, is already the most well-known Staropramen branded pub concept. �Surveys showed that the public�s perception of the existing Potrefen� husa is very positive,� said Ivo Laurin, �Even so, consumers� awareness of its association with the Staropramen brand is relatively low,� he added.

The company now intends to change this. Staropramen brand communications will place more emphasis on branded pubs, which are important for it as reference pubs. �One Staropramen television advertising campaign is already supporting the branded pubs concept. Also, Staropramen is now a part of the new Potrefen� husa logo,� Ivo Laurin added.

The innovated Potrefen� husa logo will be incorporated in the interior decoration and exterior signage of the nineteen existing branded pubs as well as all newly opened ones. �The changes will affect outdoor signage, including awnings, as well as indoor elements such as uniforms, menus, and other items,� said David Petř�k, Staropramen Branded Pubs Manager. The type of pub concept will be indicated by the logo�s color scheme. �We plan to finish rebranding the existing pubs by the end of this year,� said David Petř�k.

In the rebranded pubs, the company plans to launch two completely new initiatives. The first is the �beer quiz�, in which pub visitors will be able to test their ability to recognize various beer brands from the InBev portfolio, with prizes for correct answers, and the second initiative is �beer to go� � i.e., Potrefen� husa pubs will offer all of beer brands on their menu in bottled form. �Bottled beer for home consumption will be sold at a discount relative to the restaurant�s drinks menu. For this purpose, we have developed a special 4-bottle carrycase made of paperboard,� Petř�k added.

History of Staropramen Branded Pubs

The plan to build Staropramen branded pubs was initially proposed in 1998 and the first Potrefen� husa restaurant opened a year later in Prague�s Vinohrady district. Currently there are a total of 14 Potrefen� husas in operation. They all place great emphasis on the quality of their beer, food, and service. Potrefen� husas have also been opened in competing brewers� home cities such as Plzeň, Brno, and Česk� Budějovice and are excellent performers in terms of beer sales volumes.

The existing Sportovka concept will also receive the Potrefen� husa name. This is a sports bar with an all-sports interior. Visitors to the pub have the opportunity to watch sports programs in the company of similarly minded fans, as well as play pool or darts. The innovated Sportovka design can be seen in Prague (Bohnice) and in Mlad� Boleslav.

Beerpoint, a concept launched last November, was specially developed for shopping centers in large cities. It represents a new style of beer bar with elements evoking modern lifestyles. The added value of Beerpoint lies in the synthesis of on-trade and off-trade channels in a single location. Beerpoints are located in Prague (Chodov), Česk� Budějovice, and Brno.

Franchising

Staropramen branded pubs are operated on a franchising basis. In addition to complying with interior design requirements (color schemes, bar location, chair height, etc.), franchisees must agree to requirements relating to beer quality, service quality, and menu structure, submit to regular quality inspections by Pivovary Staropramen, and have their employees attend regular training programs organized by Pivovary Staropramen. All principles of proper Staropramen branded pub operation are set forth in detail in a written manual. It is important for the franchisee to identify with the pub concept and understand its philosophy.

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