PRAGER'S

What PRAGER'S does

PRAGER'S, legally F.H. Prager s.r.o., is a Czech craft fermented beverage producer headquartered in Zbraslav, Prague. The company produces three core product lines: alcoholic and non-alcoholic craft ciders (Cider 11, Cider 13, Višeň/Cherry), kombuchas made from real tea leaves (Original, Rooibos, Matcha, Yerba Maté, Black Edition), and craft sodas (Yuzu & Lime, Mango & Peach). All beverages are sold in 12x330ml multi-pack formats, supplemented by mixpacks, starter packs, gift sets, branded merchandise (t-shirts, hoodies, socks, accessories), and partnership products such as the LANDCRAFT Mixology Kit.

The underlying technology is biological rather than digital, centered on proprietary fermentation processes for cider, kombucha, and soda production. The business operates on a direct-to-consumer model through its own e-commerce storefront (store.pragers.cz), with secondary distribution via the recurring PRAGER SESSION cultural event series (rooftop parties at Prague venues such as SKYLOUNGE 360 and Kolektor) and festival sponsorships (Rock for People, Prague Half Marathon). Pricing ranges from 420 CZK for cider multi-packs to 700 CZK for kombucha mixpacks, with merchandise such as the Black Edition T-shirt at 899 CZK; payments are accepted in CZK and EUR with delivery throughout the Czech Republic and EU.

The brand was originally established in 2010, acquired in 2019 by a group of enthusiasts operating under Kofola's startup incubator, and rebranded as PRAGER'S in 2020 with the #LivingCulture lifestyle positioning. With only 7 employees, the company targets culturally engaged urban consumers and event-driven social occasions in the Czech market, using expressive design and community events rather than mass-market distribution as its core differentiation strategy.

Name

PRAGER'S

Legal name

F.H. Prager s.r.o.

Website

https://fhprager.cz

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

PRAGER'S is a Czech craft fermented beverage producer selling alcoholic and non-alcoholic ciders, kombuchas, and craft sodas directly to Czech and EU consumers through its own e-commerce store and a recurring cultural event series called PRAGER SESSION. The 7-employee brand is backed by Kofola's startup incubator.

Ownership category

akta.pro rank

Product category

Craft Beverages

SIC

Beverages (2080)

akta.pro primary industry

Kombucha & Other Fermented Non-Alcoholic Beverages (AFAFABAK)

akta.pro secondary industry

Kombucha Production (AFAFAHAA)

Keywords

• Craft fermented beverages
• Craft cider
• Craft kombucha
• Craft soda
• Lifestyle beverage brand

Headquarters

HQ city

Zbraslav

HQ country

Czechia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Others

Revenue model

1. Beverage Sales: Direct sales of fermented beverages (ciders, kombuchas, sodas) through e-commerce and retail channels. Products sold in multi-packs (12x330ml) and as part of gift sets.
2. Merchandise: Branded merchandise including t-shirts, hoodies, socks, cups, and posters sold through the e-commerce platform.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

PRAGER'S is a Czech craft beverage producer that manufactures and sells fermented drinks across three core lines: craft ciders (alcoholic and non-alcoholic variants), kombuchas brewed from real tea leaves (Original, Rooibos, Matcha, Yerba Maté, Black Edition), and craft sodas (Yuzu & Lime, Mango & Peach). The company distributes primarily through its own e-commerce storefront with nationwide delivery and through branded cultural events called PRAGER SESSION, while also selling branded merchandise and accessories.

Product overview

PRAGER'S is a Czech fermented beverage company offering a portfolio of craft beverages centered around three core product lines: Prager's Cider (available in alcoholic and non-alcoholic versions with flavors like Cider 11, Cider 13, and Višeň/Cherry), Prager's Kombucha (fermented tea in variants including Original, Rooibos, Matcha, Yerba Maté, and Black Edition), and Prager's Soda (sparkling beverages in Yuzu & Lime and Mango & Peach flavors). The company operates on the #LivingCulture brand concept, combining quality ingredients with expressive design. Products are sold primarily in 12x330ml packs through their e-commerce store and include variety mixpacks, starter packs for newcomers, branded merchandise (t-shirts, hoodies, socks), gift sets, and accessories. A notable collaboration product is the PRAGER'S & LANDCRAFT Mixology Kit. The brand originated from the F.H. Prager cider brand acquired in 2019-2020, with the first F.H. Prager batch having been fermented in 2010.

Differentiator

Problem solved

Functional benefit

Products and services

• PRAGER'S Kombucha Fermented tea beverage made from real tea leaves using a unique fermentation process. Available in multiple flavor variants including Original, Rooibos, Matcha, Yerba Maté, and Black Edition, sold in 12x330ml packs. Targeted at health-conscious consumers seeking authentic craft kombucha.
• PRAGER'S Cider Craft cider available in both alcoholic and non-alcoholic versions, with flavors including Cider 11, Cider 13, and Višeň (Cherry). Sold in 12x330ml packs. Targeted at consumers seeking distinctive craft cider options for social occasions.
• PRAGER'S Soda Sparkling craft soda available in Yuzu & Lime and Mango & Peach flavors, sold in 12x330ml packs. Targeted at consumers seeking premium non-alcoholic craft soda options with natural flavors.
• PRAGER'S Merchandise Branded merchandise including Black Edition T-shirts, hoodies, and socks, sold through the e-commerce platform to extend the lifestyle brand experience beyond beverages.
• PRAGER'S Accessories Branded accessories including posters and cups/glasses featuring PRAGER'S branding, sold to extend brand visibility into consumer environments.
• PRAGER'S & LANDCRAFT Mixology Kit Collaborative product with LANDCRAFT combining PRAGER'S beverages with mixology and cocktail preparation tools, targeted at consumers interested in craft cocktail experiences at home.
• PRAGER'S Kombucha Black Edition New Black Edition flavor variant in the PRAGER'S kombucha lineup, sold in 12x330ml packs as part of the core fermented tea beverage range.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators2 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Strongbow: Global mainstream cider brand owned by Heineken. Comparable product category (cider) and youth/social occasion targeting, though at mass-market scale and pricing rather than the craft positioning PRAGER'S pursues.
• Aspall: UK-based heritage craft cider producer with premium positioning and a Suffolk cyder house heritage. Comparable to PRAGER'S cider line in craft quality positioning and heritage brand narrative, though established in UK market.
• Kofola: Parent incubator and Central European beverage incumbent producing colas, syrups, and functional drinks. Comparable in being a Czech-based beverage manufacturer with broad retail distribution, though at much larger scale and broader category mix than PRAGER'S.
• GT's Living Foods: Pioneer US kombucha brand with broad retail distribution. Comparable core product (raw fermented kombucha) and lifestyle/cultural brand positioning, though at significantly larger scale and primarily North American market.
• Rekorderlig: Swedish craft cider brand with broad international distribution. Comparable as a premium-positioned fruity cider targeting social/younger-adult consumers, though at significantly larger scale and global reach than PRAGER'S cider line.

Direct peers

• OLIPOP: US-based functional craft soda brand with natural flavors and prebiotic positioning. Directly comparable to PRAGER'S Soda line in functional, better-for-you sparkling beverage category targeting health-conscious millennials.
• Remedy Drinks: Premium kombucha and functional beverage brand with real-ingredient, low-sugar positioning. Directly comparable to PRAGER'S kombucha line in target consumer (health-conscious urban) and DTC-led, brand-led go-to-market approach.
• Fentimans: UK heritage craft botanical brewer producing fermented soft drinks, tonics, and mixers. Comparable craft fermentation expertise, premium positioning, and mixology/bar application relevant to PRAGER'S craft soda and LANDCRAFT mixology kit collaboration.

Emerging players

• Lo Bros: Australian kombucha and fermented beverage brand with design-led, lifestyle positioning. Comparable in being a design-forward, culture-driven smaller kombucha brand targeting similar young, urban, health-conscious consumers.

Regional players

• Hap & Hemp: Czech craft beverage brand producing fermented and functional drinks for the Czech market. Comparable as a regional Czech craft beverage peer with similar DTC and lifestyle branding approach.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/FHPrager
• Instagraminstagram.com/pragers_
• LinkedInlinkedin.com/company/pragers

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about PRAGER'S