For the past decade the global beer market has had to adapt to generational shifts and economic downturns, causing a general decline in beer consumption and lager in particular. Younger consumer with sweeter taste preferences demand flavor experimentation, forcing brewers to continue launching brands in order retain consumers. Competing alcohol categories, such as wine, cider, and spirits, are attracting consumers looking for flavorful alternatives to the typical lager, which further contributes to the declining trend. Aggregate market conditions have also pushed consumers to use disposable income more selectively, which has created growth on either side of the spectrum. Premium (and super-premium) beer is growing strong as consumers are spending less but on higher quality beer in the on-trade channel, while special offers are doing well in the retail channel where consumers are looking for value. These same trends are prevalent in the Czech Republic but are to a degree mitigated by the country's strong beer culture and consumers' love affair with the lager-style pilsner.