Party like a Bohemian: Becherovka
As the world continues to rediscover the value of heritage and authenticity, Becherovka stands as a testament to both.
Few spirits in the world carry the weight of history, tradition and mystery quite like Becherovka. Founded in 1807 in the picturesque spa town of Karlovy Vary in the Bohemia region of the Czech Republic, this herbal liqueur has remained one of Europe’s most iconic drinks for more than two centuries, but today, Becherovka is writing a bold new chapter that bridges past and present like never before, and invites the world to ‘party like Bohemians!’.
The brand’s story begins with Josef Vitus Becher, a pharmacist who began experimenting with herbal infusions in his family shop in Karlovy Vary. With the help of a visiting English physician, Becher developed a unique recipe that brought together a combination of more than 21 herbs and spices into a harmonious, bittersweet liqueur intended to aid digestion.
However, it went on to become more than just a medicinal tonic. Once Becher had perfected his formula he began selling the herbal elixir under the name English Bitter, and it quickly gained popularity as a refined drink, sipped neat and chilled after meals. Eventually renamed Becherovka, the spirit became a symbol of Czech identity and craftsmanship, and its complex flavour – both herbal and slightly sweet, with a warming finish – soon won over a devoted following across Europe and beyond.
What adds to Becherovka’s allure is its closely guarded recipe. Only a handful of people in the world know the precise combination of herbs, roots and spices used, and to this day, the blend is prepared in secrecy in the Drogikamr room at the company’s facility. It’s this commitment to tradition and authenticity that has helped Becherovka thrive over the past 200 years.
But what truly sets Becherovka apart is its ability to stay relevant while remaining unchanged at its core. It is not simply a nostalgic drink for older generations; it’s also a discovery waiting to happen for younger drinkers seeking something genuine, different, and rich in history.
A new era
With discovery in mind, Becherovka has taken bold steps in recent years to reintroduce itself to a global audience. Following its acquisition by Maspex – one of Central Europe’s leading consumer goods companies – the brand has undergone a strategic revitalisation designed to honour its heritage while embracing modern tastes and culture.
Maspex has launched a comprehensive update of Becherovka’s visual identity, communication and positioning. This transformation hasn’t affected the sacred recipe, but rather allowed consumers to experience it through a contemporary lens.
The updated look draws directly from the historic green and yellow bottle the brand is recognised for, with strong geometric patterns, deep navy blue ribbons, and vibrant accents now echoing across marketing materials, packaging and digital content, giving Becherovka a premium, modern presence without losing its classic soul.
One of the most creative aspects of Becherovka’s rebranding is its embrace of modern storytelling techniques. In a move that reflects today’s content-driven world, the brand has produced an AI-generated short film that dramatises Becherovka’s origin story in the style of a high-budget historical streaming series trailer.
This cinematic narrative weaves in the drama and intrigue surrounding the brand’s secret recipe, and aims to capture the attention of younger audiences that crave both authenticity and entertainment.
Sophisticated serves
At the heart of Becherovka’s renewed communication is its signature serve, The Beton: a light, crisp and effortlessly modern drink that balances Becherovka’s herbal complexity with the sparkle of tonic.
Originally invented at Expo ’67 in Montreal, the Beton cocktail has been resurrected as the hero serve for the brand’s next era – offered not only as a refreshing long drink, but also as an apéritif that’s simple, social and full of character.
By positioning the Beton as a cocktail “for everyone”, Becherovka is opening the door to casual drinkers, cocktail enthusiasts, and social occasions – from upscale bars and dinner parties to home mixology and music festivals, all of which are aided by the launch of Becherovka’s 4.5% ABV ready-to-drink canned Beton cocktails – extending the experience to on-the-go moments while keeping the flavour true to the original.
It is a perfect example of how a 200-year-old spirit can remain at the heart of contemporary lifestyle and taste.
A premium future
Now, as Becherovka moves forward under Maspex’s stewardship, the brand’s ongoing evolution is centred on premiumisation – elevating Becherovka’s image and experience without alienating its core audience or compromising its authenticity.
But this is more than just sleek design and cinematic storytelling. It’s a commitment to quality, heritage and the nuanced flavour that sets Becherovka apart in a crowded spirits market, allowing the brand to explore new markets, new partnerships, and new ways for consumers to discover and enjoy this timeless drink.
As more people around the world seek drinks that feel real and rooted in tradition, Becherovka offers something unique: a timeless original, reimagined for today.
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