We have completed several beery projects for Czech Tourism.
The Czech Republic is one of the world’s most attractive destinations for people interested in beer. Beer is regarded by the Czechs themselves as their national drink, and the country produces over 470 different types of beer.
Therefore we suggested helping them promote their country to beer lovers.
We organised press trips for prolific beer writers with a strong blog and Twitter presence: Pete Brown, Mark Dredge, Adrian Tierney-Jones and Claire Dodd.
We also suggested they enlist Czech beer expert Evan Rail to present a video (see right).
Czech Tourism laid on several fascinating itineraries focusing on Plzeň, the home of Pilsner Urquell and the origin of the Pilsner or Pils style of pale lager. One trip coincided with the Pilsner Fest, a feast of Pilsner beers, gastronomy and music.
The trips have generated over 20,000 words from the four bloggers, as well as over 150 tweets to a combined total of 8,000 followers throughout their journeys.
All also write for various newspapers and magazines, so the story was also covered in titles including the Daily Mail, The Independent and the Spectator.
Some highlights from the blogs:
Mark Dredge: “It’s here, in the cellars underneath Pilsner Urquell brewery, that I have the most incredible drinking experience of my life so far. The beer is unfiltered and unpasteurised and it’s come straight from the oak barrel. We’re deep underground, it’s cold and mesmerising; thestories that this place could tell are haunting. The beer is a cloudy gold with a chunky white foam. It’s unbelievably smooth and rich, there’s a slight sweetness to begin and a herbal, dry bitterness to finish. It’s perfect. It’s unlike anything else I’ve had before. It’s undoubtedly one of the best drinking experiences in the world.”
Adrian Tierney-Jones: “Wonderful beer, cracking food & the most attractive women in Eastern Europe – I love the Czech Republic.”
The following is a list of some of the blogs and articles generated so far:
- On our way to Prague! by Pete Brown
- The new Czech Revolution by Pete Brown
- David & Goliath in Plzen by Adrian Tierney-Jones
- Chodovar and the Bohemia/Bavaria beer nation by Pete Brown
- Prague and Pilsen: The Executive Summary by Mark Dredge
- The unbearable lightness of being in Klub Malych Pivovaru by Adrian Tierney-Jones
- Chodovar Beer Baths by Mark Dredge
- Pilsen: The Movie by Mark Dredge
- The most incredible drinking experience (so far) by Mark Dredge
- Plzen: Built on Beer by Pete Brown
- Czech Out the Beer by Adrian Tierney-Jones (in Sabotage Times)
- Showering in Famous Brewing Water by Mark Dredge
- Blonde Bombshell by Adrian Tierney-Jones (in Spectator Scoff)
