Holba

Lore & Background

The brewery was founded in 1874 by maltster Josef Müllshitzský. In 1906 it became part of a joint-stock company named Nordmährische Brauerei und Malzfabriks Aktiengesselschaft im Mährisch Schönberg. During the interwar period it was the third largest Czechoslovak beer producer. The brewery was nationalized in 1948 and became a non-independent part of Severomoravské pivovary Přerov. Production of the Holba Šerák brand began in 1983. After the Velvet Revolution, economic transformation led to the creation of the joint-stock company Holba a.s., with PMS Přerov a.s. becoming the major owner in 1995. The brewery was acquired by Kofola in 2023.

Marketing strongly ties the brand to the nearby High Ash Mountains, with posters featuring mountain motifs. The product Holba Šerák is named after the Šerák peak. The company finances hiking trail maintenance and sponsors mountain sport events, and participates in the art project Alois Nebel. The brewery organizes two popular events: the Pivovarská čtvrtka, an undemanding sport event, and the Pivovarské slavnosti, a music and beer festival held at the brewery.

Reader's Guide

Holba's significance lies in its long history as a regional brewery rooted in the mountainous landscape of Czechia. Founded in 1874, it grew to become the third largest Czechoslovak beer producer during the interwar period, reflecting its industrial importance. The nationalization in 1948 and subsequent privatization after the Velvet Revolution illustrate the broader economic shifts in the country. The introduction of Holba Šerák in 1983 became a defining moment, creating a flagship product that ties the brand directly to the local geography. The brewery's marketing consistently emphasizes its mountain location, with slogans and imagery reinforcing the idea of purity and natural surroundings. Its sponsorship of hiking trails and sport events, as well as participation in the Alois Nebel art project, demonstrate a commitment to local culture and community. The acquisition by Kofola in 2023 marks a new chapter in its corporate history. The brewery's product range includes classic pilseners, amber lagers, non-alcoholic beer, and mixed drinks, with the flagship Šerák remaining the most notable offering. Annual production exceeding 350,000 hectoliters underscores its continued relevance in the Czech beer market.

Did You Know?

• The brewery was founded by maltster Josef Müllshitzský in 1874.
• Holba Šerák is named after the nearby Šerák mountain peak.