Czech Republic: New Staropramen announces new branded pub concept

Pivovary Staropramen announced recently about a new Staropramen branded pub concept, called Beerpoint, which is designed for large shopping centers. The first Beerpoint recently opened in a new shopping center in Prague’s Chodov district.

The Beerpoint concept was specially developed for shopping centers in large cities. It represents a new style of beer bar with elements that reflect modern lifestyles. “The idea to create a new concept came from developers, who asked for a beer venue that would fit well in a shopping center. We responded by creating a pub concept specifically for this environment,” says Jan Boroš, On-Trade Development Manager, Pivovary Staropramen.

Beerpoint’s objective is to showcase the portfolio of beer brands produced by Pivovary Staropramen. Beerpoint also provides added value by combining on-trade and off-trade services in a single venue. “Should a Beerpoint visitor try out a beer brand and find they like it, they can buy some more on the spot to take home with them,“ Jan Boroš explains.

The new concept was designed by DL Studio, which also did the design work on the Potrefená husa (Wounded Goose) branded pub concept. The Beerpoint space is open and connects directly with the shopping center mall. The pub interior emphasizes the connection with beer – tabletops decorated with motifs featuring beer brewing ingredients, and the walls are covered with special wallpaper with outlines of beer glasses. Another integral feature of the interior design is the Beerpoint logo.

The decisive factors in selecting a Beerpoint location are the location of the shopping center and the location of the venue itself within the shopping center. Shopping centers that are close to the city center and easily accessible by public transport are appropriate locations, while those on the outskirts of town are not. It is also important that the venue be in a high-visibility location close to the shopping center entrance. For example, the Beerpoint in Chodov is located on the ground floor by the main entrance, directly adjoining a tube station. The Beerpoint seats 70.

On tap at the Beerpoint are: Staropramen Svìtlý, Staropramen Granát and the Belgian beers Stella Artois and Hoegaarden White. In addition, the following bottled beers are sold: Staropramen Ležák, the Czech specialty beers Velvet and Kelt and the Belgian specialites Hoegaarden Forbidden Fruit, Leffe Blond, Leffe Bruin and Belle-Vue Kriek. The selection is rounded out by the Stella Artois non-alcoholic beer.

“We anticipate that shopping center visitors will drop in to the Beerpoint either while shopping or after they’re finished, to rest for a moment or two and enjoy a glass of good beer,” says Jan Boroš.

The menu was prepared with just these drop-in visitors in mind. It features mainly light dishes such as salads, sandwiches and pasta. Like in other Staropramen branded pubs, the Beerpoint concept emphasizes the combination of beer with appropriate foods as well as quality and fresh ingredients.

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