The trade mission, consisting of twenty North American and Australian brewers and journalists visiting the Czech Republic, was made possible through a project supporting economic diplomacy, funded by the Ministry of Agriculture. The mission kicked off at the Ministry of Agriculture, to provide an overview of the Czech brewing sector and its business opportunities. The participants then immersed themselves in the world of Czech brewing, exploring everything from raw materials and technologies to the brewing process itself.

Over the week, the brewers visited approximately 20 Czech companies and institutions, showcasing the best of the industry. One of the first stops was the Žatec region (Saaz), with presentations from companies such as Arix, Bohemia Hop, and Top Hop. Visits to breweries like Bernard, Budějovický Budvar, Plzeňský Prazdroj, and Ferdinand allowed the brewers to explore the technologies used and gain insight into traditional production methods, including decoction mashing and extended aging in oak barrels.

A highlight was the visit to the experimental Elektrárna brewery, housed in a former power plant, a tour of the microbrewery at the Czech University of Life Sciences, and the craft brewery Pioneer. A unique experience was the visit to the Ferdinand malt house, where traditionally produced floor malt was showcased. Networking with manufacturers of brewing technologies, such as Cheops, Raveco, and Bucher Denwel, opened doors to potential business partnerships. The brewers also visited Lukr, a company whose tap systems have been gaining popularity in recent years. Proper tapping, serving, and beer care were the main topics of presentations by representatives from the Beer Institute, Lokál, and Pult, as well as a visit to Lukr’s training center. Participants were introduced to Czech beer-serving styles such as “šnyt,” “mlíko,” and “hladinka.”

Canadian Market: Growing Interest in Czech Lagers

The Canadian brewing market has experienced dynamic growth in recent years, particularly in the craft brewery segment. Domestic production accounts for 85% of beer sales, while imports make up the remaining 15%, primarily from the Netherlands, Mexico, Belgium, and the USA. In 2024, the Czech Republic exported beer to Canada worth nearly CZK 150 million.

In 2023, Canada had over 1,210 registered breweries, an increase from 1,120 in 2019. Approximately 94% of these are breweries producing less than 15,000 hectoliters annually, reflecting the strong rise of craft breweries. The provinces of Ontario, with over 400 breweries, and British Columbia, with around 200, lead in craft brewery density, followed by Quebec with approximately 150 breweries. These provinces, with their large consumer bases and enthusiasm for craft beer, are key targets for Czech companies.

Lagers are the most popular beer style, accounting for the majority of consumption, which reached 66 liters per person in 2021. Consumers increasingly seek craft beers with unique flavors, local ingredients, and authentic production methods. This presents an ideal opportunity for Czech breweries, which excel in producing high-quality lagers. The growing demand for premium and imported beers, particularly among younger consumers (aged 25–44) in urban areas like Toronto, Vancouver, and Montreal, offers opportunities for Czech brands emphasizing quality and tradition.

However, entering the Canadian market requires patience due to the conservative approach of local business partners and strict regulatory requirements, with provincial liquor stores still playing a key role in the purchase of alcoholic beverages.

Mission Outcomes:

The incoming mission laid a solid foundation for future cooperation between Czech exporters and the participating North American and Australian partners. Canadian and American brewers expressed interest in importing Czech hops and malt, as well as acquiring Czech technologies to enhance existing production or support expansion. The mission also strengthened awareness of Czech beer culture, which is perceived in Canada and the USA as synonymous with quality and tradition. Czech lagers and brewing expertise are well-positioned to become an even more prominent part of the North American beer scene.

Participating Breweries:

Canada: 100 Acre Brewing Company, Dageraad Brewing, Eighty-Eight Brewing Co., The Establishment Brewing Company, Brasserie artisanale Gallicus, Main Street Brewing, Rafter R Brewing Company, Stray Dog Brewing Company

USA: Good Word Brewing & Public House, Holy Mountain Brewing Company, Golden Age Beer Co.

Australia: Suburban Brew, Brightstar Brewing, Western Ridge Brewing & Distilling, One Drop Brewing Co., Little Blessings Brewing, Justice Brewing Co.

Participating Czech companies and institutions:

Companies Arix, Bohemia Hop, Bucher Denwel, Cheops, Lukr, Raveco, Top Hop, breweries Bernard, Budějovický Budvar, Elektrárna, Ferdinand (including its malt house), Pioneer, Plzeňský Prazdroj, U Fleků, the Ambiente group (Lokál, Pult), the Beer Institute, and the Czech University of Life Sciences in Prague.