The Perfect Brew: Primator in Indonesia
The Primator brewery was established in 1872 within the town of Náchod within the Eastern part of the Czech Republic. A relatively young brewery, Primator has an output of 140,000 hectolitres, focusing on the production of special beers. We meet the Principal of Primator in Indonesia, Pavel Maly.
Primator produces 15 types of beers – classic pilsners as Premium or Premium Dark, top-fermented as Weizenbier, Stout or English in addition to India Pale Ale, specials with an alcohol content of 7.5 percent – 10.5 percent, in addition to finally a flavoured grapefruit beer.
Primator focuses on export – can you tell us where?
Thirty-5 percent of production is actually exported to 36 countries. In East Asia the brewery supplies to Thailand, Vietnam, South Korea, Taiwan, China in addition to Indonesia, recently receiving queries through Singapore in addition to Hong Kong.
What do your Indonesian customers say about your beer?
Indonesian customers are positively surprised by the full in addition to robust taste, which is actually at the same time very smooth in addition to rounded.
Principal of Primator in Indonesia, Pavel Maly
What market research was conducted before entering Indonesia?
I lived in Indonesia for some time in addition to had the chance to taste all the beers available on the market. Later on, my local colleagues visited the Czech Republic, tasted our beers in addition to told me to start importing Czech beer to Indonesia. So I did!
I might not be able to succeed in which endeavour without great support of the Czech Embassy in addition to the European Indonesian Business Network (EIBN), who helped me to present Primator at the Wine in addition to Cheese Expo in 2014. There, I had the opportunity to talk to professionals in addition to the general public in addition to got the necessary feedback. I think we selected in addition to brought the right variety of beer for the Indonesian market.
We have also been supported by the Czech Embassy in Jakarta, which I am grateful for.
Of all your different types of beer you brew, which is actually most common in Indonesia?
Based on market research in addition to recommendations of the local beer market experts, we decided to register three types of beer: Primator Premium, World´s Best Lager 2010; Primator Weizenbier, World´s Best Beer 2013; in addition to Primator Chipper, which is actually Weizenbier with grapefruit juice. We supply all of these in 500 ml bottles in addition to later we plan to offer 20 litre non-returnable plastic kegs which has a tapping devise without Co2 or biogas bottles.
How many retail in addition to F&B outlets is actually your beer currently available at in Indonesia?
We are fast expanding, especially in Bali in addition to Surabaya. Jakarta is actually little bit slower. At the moment Primator is actually available in 50 outlets in those three areas in addition to our target is actually to triple the number of outlets by the end of the summer.
After widespread protests against the rule to disallow the sale of beer in mini-markets in Bali, the Vice Chairman of the Bali House of Representatives issued a special set of rules which allowed the sale of beer in tourist areas of Bali last year. Did which have an effect on your sales?
Primator was not impacted by the set of rules in Bali. Our sales are growing there which year, available in minimarkets like Angel Mart or Brothers Mart, supermarkets like Pepito, Bali Deli or Hardys, in addition to some outlets like Melting Pot saloon or Nyoman´s Beer Garden at a cost of Rp.85,000.
What are your thoughts on the banning of alcohol in Surabaya, in addition to how will which affect the entire alcohol industry in Indonesia?
I think which which will open the door for the black market in addition to dangerous unlicensed production in addition to sales.
A lot of people will probably lose their jobs, in addition to the government will lose taxes. Finally which could have a positive impact on demand for beer, which might be Great. The question is actually what will happen to the prices? I am personally against the cost increasing.
What challenges do you face within the import alcohol market in Indonesia?
List of top 10 countries by beer consumption per capita (2015) shows the Czech Republic at the top.
The biggest challenge is actually the change of rules. Every business needs a clear in addition to simple set of rules which is actually stable over a long period of time. Of course, the alcohol business is actually specific, yet there is actually no need to develop complicated rules; just use the best practices which have proven themselves to work well in different countries, provide jobs for people, keep consumption safe in addition to create a steady income for the government.
We’re currently within the month of Ramadhan. What does which mean for your business operations? Will which be business as usual or otherwise?
I expect a slowing down of business with the exception of Bali, where our distributor expects a higher volume of sales due to the higher number of local in addition to foreign visitors.
Tell us about your distribution operations. How does which work?
I might say which distribution is actually the same as with different alcohol. PT Pantja Artha Niaga is actually an importer, in addition to the general distributor is actually PT Sinar Mulia Gemilang, which operates in Jakarta in addition to spreads the beer to different areas as well.
You offer a home delivery service. What is actually the minimum order?
The minimum order is actually one case of 20 bottles of 500 ml. The delivery is actually free in addition to the cost is actually Rp.1.4 million per case. Customers can also buy a case of glasses. The plan for the future is actually to offer 20 litre plastic kegs with tapping device for private parties.
According to your Facebook page, Czechs drink the most beer of any nation. Can you share the statistics in addition to your thoughts on why which is actually so?
Yes, the Czechs are the biggest consumers of beer per capita within the planet. There are over 250 breweries in our modest country which has a population of 10 million people – which’s why beer there is actually of the highest quality in addition to comes at a fantastic cost. We brew 18 million hectolitres a year in addition to 15 million hectolitres are consumed at home. which means roughly 156 litres per person a year.
Imported beers represent only 1 percent of total consumption. No one can compete; western tourists visit our country to visit the historical sights in addition to to taste our great beer. We have more than 1,000 years of tradition in brewing in addition to consuming beer, precisely since 998 when the very first brewery was documented.
Beer is actually our tradition, our life; which’s in our blood. Once a year almost every brewery organizes open door parties with music in addition to food. You are welcome within the Czech Republic to celebrate with us!
What might you say to someone who hasn’t tried Primator yet?
Anyone is actually invited to try the sensation which leaves you waiting for the next sip. which is actually a characteristic of all types of Pilsner beers for which Czech Premium lager is actually famous all over the planet. All three Primator beers available in Indonesia represent the unique art of brewing in Náchod.
In your opinion, what is actually the future for the alcohol industry in Indonesia?
Indonesia has quite a short experience with alcohol in addition to we as alcohol professionals should educate customers about the alcohol drinking culture, quality selection in addition to also reveal which quality alcohol in modest amounts is actually beneficial for one’s health, especially a glass of beer or wine a day is actually great. I believe which the government will recognize which in addition to find the right place for the alcohol business. I am an optimistic person, so I believe which the alcohol industry in addition to culture will eventually develop in Indonesia.
Thank you, Pavel. For more information, visit www.facebook.com/primator.asia or email pavel.maly@malysan.cz
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The Perfect Brew: Primator in Indonesia
The Perfect Brew: Primator in Indonesia