Case study

Plzeňský Prazdroj

Plzeňský Prazdroj is the market leader in Czechia and Slovakia, where lagers dominate. Special beers, however, have always had a tough life: niche demand, hesitant consumers, and an on-trade channel in decline after Covid.

The Complexity

The existing special/craft beers initiative started losing its breath as it tried to be too much at once: half consumer campaign, half trade activation, with brand elements layered on top. The result was complexity, scattered focus, and little clarity for the people who mattered most — pubs and sales reps.

The Simplification

Signifiqa’s role was to cut through the confusion and reshape the project into a single-minded trade program:

From a consumer-brand hybrid → to one clear focus: empower pubs and sales reps
From multiple parallel storylines → to one accessible, pub-friendly narrative
From fragmented channels → to a lean trade-first plan, built on simplicity and practicality

The Growth

By simplifying the structure, the program started to deliver real traction in a tough category:

Sales reps finally had a usable program they could own
Pub owners saw the offer as a service that made their lives easier, not extra work
Despite 20% fewer outlets in CZ, average monthly volumes grew +13%
In Slovakia, distribution doubled and volumes more than doubled

+15k impression in the first 24 hours
130 press articles published on graduation day alone
+34% engagement rate on first post (vs. -2% benchmark)

There’s honestly no way we could have moved at this pace and achieved these results without a partner as deeply dedicated to truly building our own organizational capabilities. Trust me when I say, it works!

Kristýna Tereková

Head Of Commercial Innovations, Czechia & Slovakia