Božkov Republica Exclusive, a premium range extension of the Czech Republic’s best- selling spirits brand, Božkov1, was launched in February 2018. Republica combines imported rum with premium packaging from the Czech Republic’s best-selling Božkov brand. Božkov Republica Exclusive has a dark amber colour, hints of a sweet cinnamon taste. The recommended serving is at room temperature or straight over ice, depending on personal preference. The rum’s ABV is 38%, slightly higher than that of its tuzemák mother brand (35-37.5%).
Republica Exclusive retails at double the price of Božkov Original. It offers consumers an option to trade up to a more premium but still affordable variant of a trusted brand. Supported by a 360% communications campaign across the on and off-trade, including integrated digital, TV, outdoor and press and sampling communication. Božkov Republica is a celebration of the Czech First Republic, the period between the first and second world wars, regarded by many Czechs as a “golden age”, associated with authenticity, honesty and self-esteem. A time when Czech craftsmanship and invention flourished.
Božkov Republica Exclusive was an immediate success with Czech consumers, achieving 28.9% value share of imported rum and brand leadership eight months post launch in Czech Republic2, a leadership position it has maintained ever since.3
Building on its success, the Republica range was extended with a white rum variant in April 2018, distinguished by its crystalline clarity and an aroma reminiscent of vanilla, caramel and candied fruits, Božkov Republica Exclusive White is a unique white rum perfect for use in cocktails or drank neat over ice. It was followed by Božkov Republica Reserva, a premium range extension, in September 2019. Combining high quality, barrel-aged rum, darker amber colour with coppery hues and woody, smoky oak notes in its smooth, velvety taste with elegant premium packaging with the brand name embossed proudly on the bottle, Božkov Republica Reserva commands a retail price premium of c. 55% to its mother brand. Awarded a silver medal at the prestigious London Spirits Competition Awards. Reserva generated over 2% incremental value share ahead of expectations and contributed 6.8% of the Republica range’s MAT retail value from 4.9% of its volume base. 4
1. IWSR 2019
2. Nielsen, Czech Republic, total off-trade, total premium rum, MAT September 2018
3. Nielsen, Czech Republic, total off-trade, total rum, MAT September 2020
4. Nielsen, Czech Republic, total off-trade, total rum, MAT September 2020