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Tatratea names new distributor in Czech Republic

Slovak spirit Tatratea has appointed a new distributor in the Czech Republic to strengthen its presence in Central Europe.

Tatratea
Tatratea has a new distributor in the Czech Republic

Stock Plzeň-Božkov will manage Tatratea’s distribution in the Czech market from 1 January 2026.

Tatratea views the Czech Republic as one of its most important markets where it finds consumers have a strong appreciation for premium spirits.

The Czech Republic is also close to Slovakia both historically and culturally, and so it ‘is a natural extension of home success’, the brand explained.

Stock Plzeň-Božkov is one of the region’s leading spirits companies.

Erik Semaňák, CEO and owner of Karloff, the distillery that makes Tatratea, said: “We are excited to start our cooperation with Stock Plzeň-Božkov. Their experience and market strength make them the ideal partner to further develop Tatratea in the Czech Republic.

“We believe this partnership will help us reach new consumers and ensure long-term growth. At the same time, we are grateful for the many years of partnership with Global Wines & Spirits and appreciate their contributions to our business in this important market.”

Stock Plzeň-Božkov will also pick up distribution for two other spirits brands in the Karloff lineup: Herberry Gin and Kavalero coffee liqueur.

The distributor’s marketing director, Michal Jakl, added: “Tatratea is an iconic brand with strong recognition and authenticity, which makes it a natural fit within our portfolio. Its innovative character and premium positioning resonate perfectly with today’s consumers.

“We are truly looking forward to working with the Karloff team to bring new energy to the brand in the Czech market and to unlock its full potential.”

Tatratea is looking towards international expansion, and hopes strengthening its position in Central Europe will pave the way for future growth across Western markets.

Over the summer, the brand tapped into European festivals as a way to boost awareness. It also appointed a global brand ambassador in veteran bartender Rusty Cerven.

At the beginning of the year, The Spirits Business travelled to Slovakia to visit Karloff distillery in Kežmarok and learn how Tatratea’s tea-based herbal liqueurs are made.

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