The iconic Czech beer, Pilsner Urquell, exported to over fifty countries, appears to be the most expensive in its homeland. While Germans can purchase it on sale for as little as 16 crowns, promotional prices in the Czech Republic are at least ten crowns higher. Even Hungarians and Slovaks enjoy cheaper Pilsner in their local supermarkets. So, who’s responsible for the high prices in the Czech Republic? The key players are tight-lipped, and commentators can’t reach a consensus.
In the Czech Republic, Pilsner beer costs at least 26 crowns on sale but typically between 31 to 38 crowns. Meanwhile, in Hungary’s Lidl, a six-pack of Pilsner costs 2299 forints, equating to about 24.50 crowns per bottle. In Slovakia’s Coop, a half-liter bottle is priced at 24 crowns. Even Austria’s Billa offers canned Pilsner on sale for 99 cents or about 25 crowns.
The pricing disparity has raised questions about who’s responsible – supermarkets setting final prices or the manufacturer potentially selling at higher rates to retailers. No one knows for certain except the involved parties guarding their trade secrets. None of the retailers were willing to disclose their purchase prices from Pilsner Urquell to the news outlet.
Economic experts offer varying perspectives. Petr Bartoň from Datarun suggests that supermarkets in Germany, where more beer is sold, can afford to charge less “rent” for shelf space. Economist Petr Bednář believes the price difference stems from varying demand levels and retailer strategies. Pilsner is often viewed as a leading brand in the Czech Republic, allowing for higher markups.
Plzeňský Prazdroj, the brewery behind Pilsner Urquell, distances itself from high supermarket prices. Their spokesperson, Zdeněk Kovář, stated that the final price is always determined by the retailer, both domestically and abroad, as part of their sales and pricing strategy. He suggested that German retailers might intentionally keep beer prices low as it’s a main attraction for customers.