The Maspex Group, the owner of brands such as Tymbark, Kubuś, Lubella, Łowicz, Krakus, Kotlin, Włocławek, and leading vodka brands like Żubrówka, Soplica, Absolwent, and Bols, has signed a conditional agreement with Pernod Ricard for the purchase of the Becherovka brand and the production facility along with a warehouse in Karlovy Vary, Czech Republic. Becherovka is a legendary herbal liqueur and the oldest alcohol brand in the Czech Republic. It is based on a secret recipe passed down through generations.
Krzysztof Pawiński, co-owner and CEO of the Maspex Group, stated: “Becherovka will strengthen our position in the Czech Republic and Slovakia. Currently, it is the number 2 brand in the herbal liqueur segment in the Czech Republic. What is very important for us is that it is a brand with traditions, continuously produced since 1807. It also has great potential – it fits perfectly with market trends such as changes in consumption patterns towards lower-alcohol beverages, flavor experimentation, and premiumization – consumers choosing high-quality products.”
Maspex Czech and Slovakia – Branches of the Maspex Group were established in 1998. Their activities include the production and sale of juices, nectars, fruit drinks, lemonades, and energy drinks. In the Czech Republic, the company has a production facility in Veselí nad Lužnicí. Key brands in the Czech and Slovak markets include Relax, Tiger, Dr. Witt, Marka Original, River, Caprio, and Kubik. Since 2020, the company has also been the exclusive distributor of frozen teas from Nestea. In 2022, the portfolio was expanded with alcohol brands under the Żubrówka brand. Maspex is a leader in the juice, nectar, and beverage category with brands like Relax and Caprio and holds the second position in the children’s beverage market with the Kubik brand. In the Czech Republic, it is a leader in energy drinks with the Tiger brand and holds the third position in this segment in Slovakia.
Wioletaa Czaja, General Manager of the Business Unit Czech Republic and Slovakia, said: “The transaction will also benefit our trade partners, who will gain access to a richer offering, including renowned alcohol brands such as Becherovka and Żubrówka, as well as non-alcoholic brands like Relax, Tiger, and River Tonic. Expanding the assortment will increase their attractiveness in the market, generating additional benefits from the synergy of these products.”
Becherovka is not just a Czech treasure but also a “must-have” in every store and hospitality establishment. With new brands and products available after the acquisition, Maspex can offer a more diverse range tailored to the needs of the hospitality industry, increasing its attractiveness to restaurants, bars, and hospitality venues.