Marketing Manager New Business CZ/SK, Plzensky Prazdroj
Lenka Kralova is a marketing professional with 15+ years of experience in FMCG, dairy and beverages industry – across different countries in Europe. She is a great believer in the psychology behind marketing and consumer insights. Since 2 years, she is pushing the boundaries of what beer could mean in very traditional beer countries : the Czech republic and Slovakia.
Plzeňský Prazdroj gave rise to the most popular beer category in the world. The first batch of Pilsner Urquell was brewed in October 1842, for which brewmaster Josef Groll used the then unique method of bottom fermentation. The Pilsner brewery grew gradually and today, Plzeňský Prazdroj includes 4 breweries in the Czech Republic (Pilsner Urquell, Gambrinus, Velkopopovický Kozel and Radegast). The company employs over 2,000 people and with exports to more than 50 countries around the world, it is a leader among beer producers in the region and the biggest exporter of Czech beer.
Plzeňský Prazdroj also brews the most popular non-alcoholic beer, Birell. Nowadays, every eighth beer from Plzeňský Prazdroj and every seventh beer from Plzeňský Prazdroj Slovensko is non-alcoholic. Non-alcoholic beers are the fastest growing segment of the beer market. And Prazdroj pays attention to and cares for them accordingly. The company innovates its recipes and improves and expands its offer. The long-term growth of Birell is accelerating this year, namely in Czechia and in Slovakia.