If there's one business that should be happy about the unusually hot weather this summer, it's the brewing trade. Stanislav Bernard, co-owner and general manager of the Bernard Family Brewery, talks to The Prague Post about how competitive the beer market is and also estimates the most beers he's ever drunk in one sitting.

1. First there was the World Cup, and now we're in the middle of one of the hottest summers in years. Can a brewery owner wish for anything more?

Absolutely. For example, it would be great if our team had won the World Cup or if politicians could form a functioning government. Principal reforms are needed after eight years of a socialist government, but they still aren't on the horizon.

2. While the heat is most likely increasing beer consumption, the recent introduction of a new traffic law that imposes hefty fines on driving violations could make people reluctant to drink. Are you at all worried about this?

I'm not concerned because we prepared for this situation by developing a nonalcoholic beer, Bernard Free. We've received a great response to this beer, and the threat of tougher sanctions for drivers will lead to higher consumption. Otherwise, the new traffic law is catastrophic and has many controversial requirements. It reflects a lack of professionalism and responsibility on the part of the people who drafted it.

3. In the past, you have tried to capitalize on the success of Czech soccer and hockey teams by offering special beer prizes to athletes. Why didn't you do the same before the World Cup?

I've never attempted to 'capitalize on someone's success.' The first beer prizes I offered occurred before the World Hockey Championship in St. Petersburg [in 2001], at a time when many NHL stars refused to play for the team. There was a real threat that we would suffer a debacle out there. Since I'm a big soccer and hockey fan, I offered the beer prize, and the makeshift lineup managed to win the tournament. That's why I repeated the campaign later — because it worked. I didn't do it this year because even the best project cannot go on forever.

4. In mid-August, a beer festival is scheduled in your brewery's hometown, Humpolec. You're organizng various beer competitions. Will these affect attendance?

They will not affect attendance at all. The success of the festival depends on a great program, excellent bands and of course good food and drinks. The competitions are just intended to entertain people between the bands.

5. Originally, you didn't want to have competitions, but you decided to include them as a sign of solidaritywith another brewery. Why the change?

The change was prompted by the ridiculous complaints of the Brno-based civic association Kontext, which keeps complaining about various small breweries. I believe it's important to have common sense because otherwise someone could in the future speak out against the consumption of pork and fried food.

6. Is it common to support a competing brewery like this?

I don't know, and I don't actually care. I wanted to express my own opinion. I do not see small breweries as competitors, anyway.

7. How strong is the competition among small breweries here? Do they have to join forces to compete against the major breweries?

When I was launching the Czech Union of Small Independent Breweries, I lobbied for a differentiated consumption tax, and I managed to push it through. Thanks to that, many small breweries stayed alive. At that time, I also attempted to find out whether it would be possible to purchase some materials together to save costs. Today, a brewery's success hinges on its strategy.

8. How difficult is it for small breweries to get their products on the shelves of major retailers and hypermarkets at a time when many companies are complaining that stores are charging placement fees?

It is difficult, it was difficult, and it will be difficult. Our products are available in all supermarket chains except for discount shops, so I know what I'm talking about. On the other hand, the chains are different. Generally speaking, the more successful a chain is, the better cooperation we can expect.

9. Breweries are increasingly coming up with innovative ways to sell more beer, such as introducing plastic bottles. Do you support these innovations or do you prefer a more conservative approach to brewing?

Of course, one can expect that I'll criticize plastic beer bottles. But I won't do that, despite the fact that I myself would never buy beer in a plastic bottle. Every producer has the right to do what he thinks is appropriate, and every customer has the right to choose. I'm in favor of the conservative approach toward brewing Czech lager beer. However, it is also essential for breweries to try to enrich the beer market. It would be nonsense to think that Czech lager beer is the only genuine beer because there are many different kinds of beer abroad, and it would be a shame to stay away from them.

10. What is the most beer you've drunk in one night?

I've never counted my 'record.' I always drink beer with my friends, and I don't care about the number of pints. Still, during my university studies I think I could've drank about 15 beers in one night.