The traditional Karlovy Vary brand Becherovka is opening a new chapter in its history. After more than two centuries primarily associated with its iconic herbal liqueur, it is now entering the tuzemák segment and introducing its new product, Becherovka Tuzemský. This move responds to the long-standing popularity of this category on the Czech market while offering its own interpretation based on high-quality ingredients and a modern approach.
The new product is made in Karlovy Vary—the very place where the brand historically took shape. The character of the drink rests on a finely tuned flavour profile, dominated by notes of vanilla, caramel and spices, which together create a harmonious, slightly sweet whole. Its light amber colour with golden highlights enhances its visual appeal. With an alcohol content of 37.5%, it is a fully fledged representative of the category, holding its own whether enjoyed neat, in cocktails, in confectionery, or when preparing traditional eggnog.
“Tuzemák has long been one of the most popular spirits in the Czech Republic. In recent years, however, we have observed a shift—variants with a lower alcohol content are also appearing on the market. We are launching a product that is based on high-quality ingredients and retains the original strength of 37.5%,” explains Daniel Kopecký, marketing manager at Maspex. According to him, the flavour has been tailored to suit the preferences of Czech consumers while also appealing to lovers of cane rums.
This modern approach is also reflected in the bottle design. It combines the brand’s traditional visual elements with precise craftsmanship and a nod to its Karlovy Vary origins. The result is a product that seeks to bridge history with current trends.
The new product also builds on the broader legacy of the Becher family. More than a century ago, they were producing not only herbal liqueurs but also other types of spirits—from rum and fruit distillates to brandy. It is precisely this diversity that serves as inspiration for the brand today.
Becherovka is thus continuing its strategy of gradually expanding its portfolio. Following the launch of vodka and fruit spirits last year, Tuzemský is the next step towards establishing the brand as a broader producer of quality spirits, rather than merely the maker of the iconic herbal liqueur.
Source: Maspex Czech
