Becherovka is an iconic brand of the bitter alcoholic remedy from Czech Republic. It was the first of its kind, and now it’s the oldest ‘bitters’ in Europe. Many recipes that followed took some inspiration from Becherovka – for instance, the green color associated with herbs and old-fashioned chubby shape of the bottle.
The formula was first sold in what is now Czech Republic by one Josef Becher in 1807. He actually received the main ingredient as a gift from his English friend, so the drink was initially called ‘English bitter’ – on account of its origin and taste. It’s also sometimes called Karlovarska Becherovka, because it’s produced in the city of Karlovy Vary.
Even though it’s centuries old, the drink received the first worthwhile logo after its major rebranding in 2003.
The emblem depicts the name of the drink written in the bold while letters confined between two thin white lines inside a blue rectangle that acts as the emblem’s background. The writing, in fact, uses its own unique font called ‘Becherovka’, just like the drink itself.
In addition to the primary emblem, the brand also uses Josef Becher sign as a secondary emblem (usually put somewhere near the neck of the bottle, but also independently). It looks like a circle (red, on most occasions) with a symbol that resembles an upside-down anchor, with the letters ‘J’ and ‘B’ at its sides.