Tim Hampson's Beer Blog

StarBev has announced a multi-Euro in investment its Staropramen brand, as it looks to grow a range of beers discarded by AB-InBev.

CVC Capital Partners, the equity company, which bought Staropramen for US$2.2bn in 2009, and formed StarBev, has invested €1.2m in a new visitor centre at its Prague, Czech Republic, saying it will kick-start its international growth.

The company has also launched its first television commercial, called Prague Legends, which is currently being shown in Romania

However, some commentators have raised concern about Romanians’ ability to pronounce Staropramen, saying this could hinder its consumer acceptance.

StarBev CEO Alain Beyens says his ambition is for the beer, which is on sale in more than 30 different countries, and is number one beer in Prague, should become the number one Czech premium beer in key international markets.

The company has locations in nine countries and breweries in seven – including Hungary, Bulgaria, Romania, Croatia, Serbia and Montenegro. Its brands include Borsodi, Kamenitza and Bergenbi.

Beyens refused to discuss any financial or production figures, beyond the investment in the visitor centre, despite asserting the brand was experiencing double digit growth – financially and in volume.

If so that would be quite a turn around , as according to Just Drinks, Staropramen, with a 15% share of the Czech beer market, sold 3.02m hectolitres of beer in 2009, down 7% on 2008. Export volumes fell by 11% for the year,

The new visitor centre, which is a worthwhile addition to the Prague beer experience, features a holographic image and video of its renowned brewmaster Josef Paspa. However, it is likely fans of craft beer will seek out some of the city’s new wave of beer bars.

StarBev recently signed distribution deals with Spaten in the US and Carlsberg in the UK.

There are currently three types of Staropramen available to the international market – lager, dark beer and Paspa’s original recipe Granat.

In the Czech market, StarBev has recently launched Staropramen Cool Lemon – a 2% abv lemon-flavoured beer, as well as a wheat beer.

A Hooky golden pedicure?

Rocco Forte’s Brown’s Hotel in London has taken beer and health to a new level.

The swish hotel has added beer treatment its menu of luxurious spa treatments

Guests can indulge in a blissful barley body wrap, a pale ale pedicure or a honey and barley facial at quintessential British hotel

Shareen Stokes, spa manager at Rocco Forte’s Brown’s Hotel, spills the suds saying: “The treatments will blend grists of Maris Otter barley with East Kent Goldings hops, Hook Norton’s Hooky Gold Ale from Oxfordshire, and St Austell’s Tribute beer from Cornwall.

Barley has countless health benefits, and is deeply nourishing, healing and comforting. It’s also high in vitamins such as B1, B3 as well as selenium, iron, magnesium, zinc, phosphorous and copper all of which help to keep the skin and body healthy, so it makes sense to use it in our treatments.

The three treatments begin with a hot malt drink that’s rich in barley, which is high in fibre and has a low glycaemic index which works to stabilise blood sugar levels. Brown’s Hotel’s Pastry Chef, Theo Ndeh also treats guest to a barley snack.

Whilst guests enjoy a hot malt drink and barley snack, a blend of Epsom salts, hop flowers and sesame seed oil exfoliate the feet before they are soaked in a stimulating beer bath (using Hooky Gold Ale).

Guests will then experience a pressure point foot massage with Ninkasi lotion and a barley and sesame seed foot wrap, making the feet feel super soft. The nails are shaped and painted with a colour of choice. (Dont’ ask).

The facial begins with a hot malt drink and a thorough cleanse using Lagoon Gelee before the area is toned with Lagoon Water.  Following the facial, guests are invited to relax with a glass of refreshing St Austell Tribute ale – made from the same Maris Otter barley – and a barley snack before they leave the spa.

And if this not enough it people can then move on to a 90-minute Blissful Barley Body Wrap.

The treatments are available to view online, click on the following link to see them in action: http://www.youtube.com/watch?v=kFg0K4dRwCg.