VisitChef.com

A change is afoot on the Czech bar scene that will affect a number of venues and bartenders. Zdeněk and Pavel Kaštánek, known for their activities on the international bar scene and their projects focusing on premium spirits, are embarking on a new chapter in their business. Under the TrunkBros banner, they are launching their own portfolio, Good Džus. The existing TrueBelievers brand is being phased out and will gradually be replaced by a new identity, backed by the same people, the same production facilities, and, for the most part, the same products. This is therefore neither a withdrawal from the market nor a departure from their previous focus. Rather, it is a strategic shift from importing foreign brands to building their own portfolio—over the design, bottling, and availability of which the brothers wish to have greater control.

“Over the last few years, together with Fenix Drinks, we’ve been importing spirits we believe in—mainly agave-based spirits—to Czech bars. During that time, we’ve got to know the people who produce them: the master distillers, their fields, and distilleries, and we’ve learnt a great deal about the Czech bar scene. We’ve had three years of brilliant collaboration; the Czech scene is a great bunch,” say Zdeněk and Pavel Kaštánek, describing the journey so far. According to them, it is precisely the experience gained over the past few years that has laid the foundations for the next step, one they’ve been considering for quite some time. “We’re now taking the next step: instead of importing foreign brands, we’re bringing our own portfolio to the Czech market. It’s a step we’ve wanted to take for a long time; we were just waiting for the right moment, which has now arrived. So here we go.”

TrueBelievers is coming to an end. But the products remain

A key change is the discontinuation of the TrueBelievers portfolio in its current form. The reason is not only the decision to launch a new brand, but also the transformation of the entire spirits market, which has faced significant pressure in recent years. Consumer behaviour is changing, investment in spirits is slowing down, and producers—particularly smaller craft distilleries—are facing tougher economic conditions. “This is not an isolated case. The spirits market is going through its toughest period in recent years. People are drinking differently than they used to, and capital is flowing to areas where investors now see faster returns,” says Zdeněk Kaštánek. He cites the situation in the United States as an example, where, he says, roughly a quarter of craft distilleries have closed down in the space of a single year. Czech producers and distributors are also feeling the pressure. Moreover, the Czech Republic has been increasing excise duty on spirits for the third year running, which is having an impact on the economics of the entire sector.

However, the Kaštáneks have decided not to back down in the face of this situation. On the contrary, they want to continue with the products that Czech bars are already familiar with, while at the same time changing the way they are brought to market. “The producers, the agave fields, and the distilleries are still there, so we told ourselves that we’re staying too. Two brothers, the same master distillers, and the spirit we’ve known for years,” explains Pavel Kaštánek. He adds one of the most important pieces of information for existing customers: “Thanks to this, four out of five of the products you’ve come to know will continue in our new portfolio, and the first bottles will be available in bars from January 2027.”

For bars and restaurants, it is crucial that neither the origin of the spirits nor their producers is changing. However, the brand and the bottle design will change. Another significant development is that bottling will take place directly in the Czech Republic, in collaboration with a local partner. It is precisely this step that will enable TrunkBros to better control the quality, price, and availability of its products. The new portfolio is therefore not merely a matter of a new name on the label, but also a change in the logistics and commercial operations of the entire project.

Agave spirits will be unavailable. A return is planned for January

Customers may notice the most significant change in the agave spirits, which have so far been one of the main components of the TrueBelievers portfolio. Current stocks are running out, and new products will not reach Czech bars until January 2027. There will therefore be a gap of several months between the end of October and the return in January, during which agave spirits will be temporarily unavailable. This is due to a combination of more complicated international transport, geopolitical and customs factors, rising fuel prices, and congested European ports. Added to this is the transition to a new bottling model in the Czech Republic. Once the spirit arrives in the country, it is necessary to allow additional time for bottling and subsequent delivery to customers.

For businesses that have developed their own cocktail recipes based on TrueBelievers products, this will be important information when planning their end-of-year offerings. Although the new Good Džus brand will build on the existing portfolio, availability will not be continuous during the transition period. Nevertheless, the Kaštáneks emphasise that their primary aim is long-term stability and greater control over what they offer to Czech bars. “Because we want to be in control of how our juice tastes, how it reaches you, and to ensure you’ll always have it at the bar whenever you need it,” they explain, outlining the reason for the change.

Good Džus is therefore more than just a new name on distributors’ lists. It is the result of several years spent getting to know producers, raw materials, distilleries, and the Czech bar scene itself. At the same time, it is an attempt to structure the business model so that it is more predictable and easier to manage under current conditions. The first bottles are due to arrive in January 2027, and existing customers can look forward to the continuation of most of the products they already know. The Kaštáneks are not forgetting a single one of the brands that have been part of their story so far. At the end of their announcement, they add a personal message: “Keep your fingers crossed for us, so that Arquitecto can make a comeback in your bars.”

So one chapter is coming to an end, but the people, the producers, and the core flavour profile remain. From January 2027, however, they’ll be operating under a new name: Good Džus.