CASE STUDY: How FRUKO SCHULZ reconnected with its Czech tradition

Traditional Czech alcoholic beverage producer FRUKO SCHULZ found itself in a difficult situation after 2022. As a result of the war in Ukraine and the geopolitical situation, the then majority Russian owner began to be perceived negatively, exports to the key Russian market were halted, and the goods were delisted from Czech retail chains. After having been taken over by a new owner in 2024, the company successfully returned to Czech hands. The situation was a great opportunity to redefine and revitalize the brand, strengthen its reputation, and above all open it up to new target groups. We created
a comprehensive PR strategy that reflected the strong story of the brand, founded in the 19th century, as well as its values and the attractiveness of its product portfolio. Although the starting position was not easy, we managed to change the narrative and shift the perception of the brand through precisely targeted communication. The brand’s image was transformed and it regained its position in the market.

 

HOW WE STARTED THE FRUKO SCHULZ STORY

We chose two communication lines that were linked by the strong story of the liqueur factory. In corporate communication, we focused on the widest possible reach of the message about the return of FRUKO SCHULZ to Czech hands, while emphasizing Czech tradition, quality production, and brand values.
An important part of the PR strategy was also product communication targeting news and lifestyle media. In addition to the main product, Tuzemák, which is closely associated with the FRUKO SCHULZ brand among the general public, we emphasized a number of new products. With these, the brand expanded
its portfolio after being taken over by a new owner. We chose a playful tone in our communication, appealing to the desire to discover, have fun, and enjoy the present moment.

 

Key tools of PR communication:

🟣  Identifying attractive topics and messages

🟣  Strategic planning of press materials with the widest possible reach

🟣  Strengthening relationships with journalists through personalized gift sampling with a story

🟣  Precisely targeted promotional campaigns on LinkedIn as a second wave of engagement

 

INTERVIEWS, TESTING AND NEW PRODUCTS

Our work was based on classic media relations. We focused on actively working with journalists, which resulted in interviews with brand spokespersons in relevant media (e.g., Ekonom or Hrot24.cz). We also initiated a consumer test of domestic products in Blesk, the most widely read Czech daily newspaper. FRUKO SCHULZ excelled in comparison with its competitors and won two awards, Blesk Test Winner and Best Taste, which paved the way for follow-up marketing communication. Ongoing product communication, preparation of press releases, and proposing attractive topics with overlap for editorial cooperation were
a matter of course.

 

GREEN DEAL THAT ENTERTAINS: POLITICS WITH A DASH OF HUMOR

We also incorporated original names for new products into our communication. These names related
to current world events and the mood of society as a whole. For example, the new peppermint liqueur Green Deal brought the challenge “Let’s turn it around!”, which appealed for a shift in the discussion about
the European Green Deal and called for a conciliatory meeting of opponents at one table. We also bet
on personalized sampling of Green Deal and delivered it to editorial offices in attractive and light packaging.

Website Otocme.to Presenting New Green Deal

 

LINKEDIN AS A STRATEGIC ADDITION

We supplemented traditional media relations with promotional campaigns on the FRUKO SCHULZ LinkedIn profile, which supported the overall product communication strategy. We focused primarily on B2B campaigns to reach buyers responsible for selecting listed brands in retail chains. However, we also promoted new products from the portfolio and Tuzemák’s victory in the Blesk test. Thanks to the right targeting, we achieved a very attractive reach of 42,000 and a high click-through rate with maximum values of around 2.09%.

 

RESULTS OF PR COMMUNICATION

Over the course of 10 months, we not only managed to attract media attention and inform them about
the changes at FRUKO SCHULZ, but also gradually changed the narrative of how the company was perceived. The key factor was more comprehensive interviews with a positive sentiment, in which
a representative of FRUKO SCHULZ commented on a number of important topics based on our recommendations. The interviews had a significant positive impact on the perception of the brand not only among consumers, but above all among business partners, and became a springboard for launching a new phase of PR communication. The result was 40 media outputs with a total readership of 9,596,001
and AVE 1,719,197 CZK.

 

🟣  3 interviews in top media with a clear message about FRUKO SCHULZ returning to Czech ownership

🟣  Tuzemák’s success in the prestigious Blesk consumer test which we initiated

🟣  Significant increase in media coverage

🟣  Increased awareness in key target groups about FRUKO SCHULZ’s return to Czech ownership

🟣  Expansion of awareness about new premium products

  • 40

    Media Outputs Secured by The Agency

  • 3

    Interviews about FRUKO SCHULZ

  • 1 719 197 CZK

    Total AVE

  • 9 596 001

    Total Readership

  • 578 767

    Cumulative Readership of 3 Interviews About the Return to Czech Ownership

  • 41 981

    Total Reach of 3 Promo Campaigns on LinkedIn

ADDITIONAL ACTIVITIES

In addition to traditional media relations, we also focused on preparing proposals for additional activities for marketing communication. We proposed supporting the launch of the new Green Deal product with
a sophisticated event in the form of a Pub Quiz. It would have a positive, light-hearted atmosphere and would serve to increase awareness of the product and brand not only among journalists and influencers but also among pub and restaurant owners in the regions. We also developed a pre-Christmas strategy
for communicating products suitable for holiday toasts, gifts, and baking, intended for social media
in collaboration with influencers.

 

A CZECH BRAND WITH A SUCCESS STORY
FRUKO SCHULZ is one of the most important producers of alcoholic beverages and liqueurs in the Czech Republic. This modern distillery, with a total capacity of 15 million bottles per year, produces more than 100 types
of alcoholic beverages. The best known is Tuzemák, an original Jindřichův Hradec spirit with a sailing ship.
The company is also one of the world leaders in the absinthe production. FRUKO SCHULZ currently exports
its products to more than 25 countries around the world. The tradition of FRUKO SCHULZ dates back
to the 19th century. The company continues the work of the former Moritz Schulz company which was founded
in 1898 in Jindřichův Hradec and initially specialized in the production of dessert wines and liqueurs.

 

Photo: FRUKO SCHULZ and KNOWCOMM Archive