Independent drinks wholesaler LWC is partnering with Czech brewer Budweiser Budvar on a national initiative, Czech Nights.
This is a midweek event series created specifically to help on-trade venues boost footfall and sales on traditionally quieter trading days.
Starting this month and continuing throughout the summer and autumn, each event will be hosted by Budvar’s Czech ambassador. They will feature guided beer tastings, Czech-inspired small-plate pairings, interactive quizzes, and branded merchandise giveaways.
With world beer continuing to outperform many domestic categories, and interest in premium, authentic imports rising, LWC is positioning Pardal — Budvar’s accessible, unfiltered Czech lager — at the heart of the footfall-driving campaign.
Available exclusively through LWC in the UK, Pardal offers a lighter, easy-drinking take on traditional Czech beer. It will take centre stage at every Czech Night event, poured alongside Budvar Original, Dark, and Nealko, as part of an expert-led tasting experience designed to build guest appreciation — and ultimately, on-trade sales.
With both Budvar and LWC providing free stock to participating venues — including one free keg of Pardal and one free keg of Budvar Dark — LWC will also be supporting venues with a booking system, promotional material, and merchandise, with all ticket proceeds going directly to the venue.
“We’ve designed Czech Nights to support our on-trade partners in a way that delivers immediate results and long-term impact,” said Lee Williams, LWC’s Signature Brands beer and cider category manager.
“It gives venues a compelling midweek event, introduces drinkers to the depth and quality of Czech beer, and raises the profile of Pardal in the places that matter most — on the bar and in the glass.”
Tracey Holloway, on-trade controller at Budweiser Budvar, added: “Pardal is a fantastic beer to explore in a guided tasting — smooth, balanced, and brewed with real Czech character. And when you put it alongside other Budvar classics, like Original and Dark, you’re giving people the full spectrum of Czech brewing tradition. We’re excited to take that story to venues across the UK.”
