Czech Mate: Jerry Melichar on the Wonders of Becherovka
With a history dating back to 1794, Becherovka is an award-winning Czech royal herbal bitters made in Karlovy Vary, Czech Republic. It is renowned for its medicinal properties and thus used in several eastern European countries as a home remedy for arthritis.
Becherovka entered the Chinese market in 2009, and it is now stocked at bars, clubs restaurants and hotels all over Beijing, commonly served cold and used to aid digestion. Becherovka’s flavor is both sweet and bitter – with notes of anise seed, cinnamon, and 32 other herbs. Part of its charm is that there are only two people who know the secret of the entire production process. Agenda spoke to Marketing director Jerry Melichar of Albion Group, Becherovka’s distributor in China, to find out more about this beverage that delivers a healing dose of tradition and mystery with every sip.
What is the origin of Becherovka?
Becherovka liqueur (冰爵 in Chinese) was invented in 1794, when a pharmacist called Josef Becher developed a special stomach medicine. He used hot spring water from Karlovy Vary, which is a spa city, and within a few years it had become so popular that it was produced not as a medicine but as a liqueur. It is now exported throughout Europe, the USA and Asia, and is an incredibly popular drink globally. It is a luxury drink and is the Czech national drink; our company Albion Group is the exclusive distributor of Becherovka in China.
Tell us more about these medical benefits.
The main one relates to the stomach and digestive tract – it’s recommended you have a shot both before and after you eat. But drinking it as you would a standard liqueur will still provide medicinal benefits, as well as good vibrations and good humored friends!
Only two people in the world know the recipe – has this been hard to maintain through the generations as business has grown?
Yes it really was. The recipe has been shared from father to son for generations. The most difficult period for maintaining the secret was the first and second world wars. I love that only two people know the recipe, it adds to the character of the drink! They both work in the factory in Karlovy Vary.
Can you describe the taste of Becherovka in five words?
That’s hard, because the flavor is very specific and unique. It tastes of cinnamon and cloves, but retains a mild finish. It’s flavorsome, unique and unforgettable.
How is Becherovka traditionally enjoyed?
There isn’t just one way to enjoy it. It’s great as a shot served at -6°C, or on the rocks as you would with whiskey, but it’s also very popular in cocktails. We’ve got over 60 signature Becherovka cocktails, 20 of which were designed specifically for the Chinese market.
How has Becherovka been received in the Chinese market?
We launched the Becherovka brand in February this year as the official Czech national drink at our embassy. The Chinese market is quite special, compared to, for example, the European market, so it’s a great challenge for us. Marketing here is very different; it can be a bit strange but personally I love it.
It was quite natural for us at Albion to bring this Czech luxury brand to China. We’ve actually just launched Becherovka Lemond, which is a side brand with a sweeter lemon flavor, and less strong than the original liqueur.
The Chinese market just differs so much from the others that we are already involved in and know. We have recieved a really good response though, with Chinese customers enjoying Becherovka Original, mainly with iced black tea. They also seem to really enjoy Becherovka Lemond, which puts us in a fortunate position!
Why use Beijing as a beachhead for Becherovka, as opposed to Shanghai or anywhere else?
Maybe because it’s further inland and maybe because there are fewer foreigners here in Beijing than there are down in Shanghai. It’s changing so rapidly here – there are places where you can always find foreigners, or just an acceptance of foreign culture and lifestyle, like Sanlitun and Solana. Personally, I prefer the Beijing temperament; I feel it’s more friendly here, more open.
How did you get into working with alcohol? Was it a dream job?
I am a natural business man – it’s what I enjoy. I’ve worked in many different fields before, like shoes and oil. I like the business spirit and the sales atmosphere. I feel I’ve always been in touch with China both in business and in friendship, so it was quite a natural move for me to make. Managing Chinese staff is different than working back in Europe though – it’s my new experience, my new challenge, I’m learning every day!
What’s the best thing about your job?
The daily new experiences I have in China, not just Beijing. I love meeting new people and the experience of working with Chinese staff that are at the top of their game. I am a business-oriented person; I like the sales procedure as well as the success!
What’s your favorite thing about working in Beijing?
It’s a great city with nice people, it’s got countryside not too far away where I can escape for a relaxation session, and also places like Chaoyang Park if I need to feel nature more quickly! The best things about living here for me are definitely being able to learn new things everyday, the local culture, and the people. People are always the key.
What are your favorite places to go and things to do in Beijing?
In the evenings I like clubs and bars like Lan Club, and eating street food in the hutongs with my friends. On the weekends, Chaoyang Park is always a winner.
What’s your tip for surviving the summer heat?
Drinking a chilled Becherovka cocktail and relaxing with your friends!
Lan Club Daily 11am-10.45pm. 4/F, LG Twin Towers, 12B Jianguomenwai Dajie, Chaoyang District. (5109 6012/13) 兰会所,朝阳区建国门外大街乙12号LG双子座4层
Chaoyang Park Daily 6am-10pm (last entry at 9pm). 1 Nongzhan Nanlu, Chaoyang District. (6506 5409) www.sun-park.com 朝阳公园，朝阳区农展馆南路1号
