Rising prices are driving Czechs from pubs to bottled and canned beer, a trend that continues during summer vacations. While some travelers experiment with local brands, many remain loyal to Czech beer. In Croatia, Czech brands come at a premium, while in Germany and Slovakia, some varieties can be purchased more cheaply than at home.
Besides Czech bread, beer is what Czech tourists often miss most abroad. “Some people enjoy trying local beers, but many seek out Czech beer. They’re simply accustomed to its quality and taste,” Kateřina Chaloupková, executive director of the Association of Czech Travel Agencies, told Novinky.
In Croatia, the Czechs’ favorite holiday destination, a bottle of Pilsner Urquell costs up to 43 crowns in supermarkets, with prices driven up by demand from Czech tourists. Staropramen lager runs about 32 crowns in Croatian Konzum stores—up to 20 crowns more than in the Czech Republic. Across the Adriatic in Italy, Velkopopovický Kozel is the most commonly available Czech beer, priced at over 40 crowns, making it significantly more expensive than local Italian brands like Moretti and Peroni.
Germany offers a different story. Bottled Pilsner can be found for as little as 17 crowns when purchased by the case, often on sale at Kaufland or Edeka. This compares favorably to Czech prices ranging between 26 and 32 crowns. Beer industry expert Tomáš Maier from the Czech Agricultural University explains that lower prices in Germany reflect a healthier competitive market where “Pilsner Urquell is just one of many brands—at prices typical in the Czech Republic, bottles would just gather dust.”
In Poland, where Czech tourists are increasingly traveling (with demand up 20% year-over-year according to travel agency Čedok), Czech beer costs about 50% more than Polish varieties. Velkopopovický Kozel sells for roughly 30 crowns at Kaufland in Racibórz, while Polish Żywiec costs only about 12 crowns.