the Primator brewery was established in 1872 in the city of Náchod in the eastern part of the Czech republic . A relatively young brewery Primator has a production of 140,000 hectoliters, focusing on the production of special beers. We meet the director Primator Indonesia, Pavel Maly.
Primator produces 15 types of beer - Pilsners classics as Premium or dark, top-fermented wheat beer like, and Stout or English India Pale Ale, specials with an alcohol content of 7.5 percent -. 10.5 percent, and finally a beer flavored grapefruit
Primator focuses on exporting - can you tell us where?
Thirty-five percent of production is exported to 36 countries. In East Asia the brewery supplies to Thailand, Vietnam, South Korea, Taiwan, China and Indonesia, recently receiving requests from Singapore and Hong Kong.
What is your Indonesian customers are saying about your beer?
Indonesian customers are positively surprised by the full and robust taste, which is also very smooth and rounded time.
Principal Primator Indonesia, Pavel Maly
What is the market study was conducted before entering Indonesia?
I lived in Indonesia for a while and had a chance to taste all the beers on the market. Later, my local colleagues visited the Czech Republic, have tasted our beers and told me to start importing Czech beer in Indonesia. So I did!
I would not be able to succeed in this business without much support from the Czech Embassy and the European Network of Indonesian business (EIBN), which helped me to introduce Primator Wine and Cheese Expo 2014 . There I had the opportunity to talk to professionals and the general public and got the necessary feedback. I think we chose and brought us good variety of beer for the Indonesian market.
We were also supported by the Czech Embassy in Jakarta, which I am grateful.
Of all your different types of beer that you brew, which is most popular in Indonesia?
Based on research and expert recommendations of the local market beer market, we decided to include three types of beer: Lager premium Primator 2010 High Humanity; Primator Weizenbier, Humanity best beer in 2013; Chipper and Primator which is wheat beer with grapefruit juice. We provide all this in 500 ml bottles and later we plan to offer 20-liter non-returnable plastic drums with a thread design without Co2 or biogas tanks.
How many retail and F & B your beer now available in Indonesia?
We are rapidly expanding, especially in Bali and Surabaya. Jakarta is somewhat slower. Currently Primator is available in 50 outlets in these three areas and our goal is to triple the number of outlets by the end of summer.
After widespread protests against the rule to ban the sale of beer in mini-markets in Bali, the vice president of the Chamber of Bali Representatives issued a set of rules that allowed the sale of beer in the tourist areas of Bali last year. Does it have an effect on your sales?
Primator was not affected by all the rules in Bali. Our sales increased there this year, available as minimarkets Angel Brothers Mart and Mart, supermarkets such as Pepito, Bali Deli or Hardys, and some outlets as Melting Pot square or Nyoman's Beer Garden at a price of Rp.85,000.
What are your thoughts on the prohibition of alcohol in Surabaya, and how it will affect the whole alcohol industry in Indonesia?
I think it will open the door to the black market and the production and sale without dangerous license.
Many people will probably lose their jobs, and the government will lose taxes. Finally, it could have a positive impact on demand for beer, which would be good. The question is what will happen to prices? Personally, I'm against price increases.
What challenges do you face in the import alcohol market in Indonesia?
List of 10 countries in the beer consumption per capita (2015) shows that the Czech Republic at the top.
The biggest challenge is changing the rules. Every business needs a clear and simple set of rules that is stable over a long period of time. Of course, the alcohol is specific activity, but there is no need to develop complicated rules; just use the best practices that have proven themselves to work well in other countries, providing jobs for people, keep safe consumption and create a stable income for the government.
We are now in the month of Ramadan. What this means for your business operations? Will it be as usual or otherwise?
I expect a slowdown with the exception of Bali, where our distributor provides a higher sales volume due to the high number of local and foreign visitors.
Tell us about your distribution operations. How does it work?
I would say that the distribution is the same as other alcohol. PT Artha Niaga Pantja is an importer and general distributor is PT Sinar Mulia Gemilang, which operates in Jakarta and pours beer in other areas too.
You offer a home delivery service. What is the minimum order?
The minimum order is a case of 20 bottles of 500 ml. Shipping is free and the price is Rp.1.4 million per case. Customers can also buy a box of glasses. The future plan is to offer 20 liter plastic barrels with gripping device for private parties.
Depending on your page, Czechs drink more beer than any nation. Can you share statistics and your thoughts on why this is so?
Yes, Czechs are the biggest consumers of beer per capita in the world. There are more than 250 breweries in our small country with a population of 10 million people - that's why the beer there is of the highest quality and comes at a fantastic price. We brew 18 million hectoliters per year and 15 million hectoliters are consumed at home. This means about 156 liters per person per year.
imported beers account for only 1 percent of consumption. Nobody can compete; Western tourists visiting our country to visit historical sites and enjoy our excellent beer. We have over 1,000 years of tradition in brewing and beer consumption, specifically since 998 when the brewery was first documented.
Beer is our tradition, our life; it is in our blood. Once a year almost every brewery organizes open door evenings with music and food. You are welcome in the Czech Republic to celebrate with us!
What would you say to someone who has not tried Primator?
Everyone is invited to try the feeling that leaves you wait for the next sip. It is a characteristic of all types of Pilsner beers Premium Czech Lager which is famous all over the world. The three Primator beers available in Indonesia are the only art of brewing in Nachod.
In your opinion, what is the future of the alcohol industry in Indonesia?
Indonesia made a brief experiment with alcohol and that the alcohol professionals should educate clients about the alcohol culture, quality and selection show also that the quality of alcohol in small quantities is beneficial to their health, including a glass of beer or wine per day is great. I believe that the government will recognize and find the right place for business alcohol. I am an optimistic person, I believe that the industry and the culture of alcohol will eventually develop into Indonesia.
Thank you, Pavel. For more information, visit www.facebook.com/primator.asia or email pavel.maly@malysan.cz