BCC markets image through business brew

BCC, a group founded four years ago to promote business interests and a market economy in Poland, sold its name to Lech, which created a BCC-brand, extra-premium beer. The beer sells for about zl. 1.70 ($0.79) a bottle, the same price as Lech's other brands and is sold along with Lech's regular brands.
Lech will be responsible for marketing and distribution. BCC in return will get a portion of the revenues - 10% at the most, according to BCC.
BCC doesn't expect to make any money on the deal, but hopes that Lech will sell enough to get its organization on the lips and minds of business people across Poland.
"It's more of an image campaign," said Witold Michalek, the BCC's director. He declined to say how much BCC is charging for the use of its name.
Lech's beer is the latest in a series of products in the BCC Collection, created about a year ago. Other participating companies include leather firm Soft SA, clothing manufacturers Wolczanka SA, Vistula SA and shoe firm Alka SA. "Every Polish entrepreneur should have in his liquor cabinet a few bottles of BCC alcohol for himself and for his guests," according to the BCC's promotional materials for the products, which are priced for the well-paid businessperson.
The BCC is supported by membership fees, which range from zl. 3,500-zl. 5,500 ($1,428 - $2,245) per year per member.
Of course, Michalek has tried the beer himself. "It's nothing extraordinary," he said, "but it's good. We can be proud of it."