This document from the late summer of 1946 is another fascinating piece of evidence of how precisely and ambitiously the Lobkowicz spring business was run in the immediate aftermath of the war. While the contract for America (March 1947) represented a bold leap into the “New World”, this Austrian contract is an example of a return to roots and consolidation of positions in traditional European markets.

Bílina conquers post-war Vienna (1946)

In August 1946, while Central Europe was still recovering from the consequences of the war, Bílina was preparing for a grand return to the traditional Austrian market. The document we present to you today is the Exclusive Representation Agreement concluded between the Bílina Springs Directorate and the Viennese businessman Karl Zirbs.

Strategic alliance for eight years

This contract was not just a short-term business arrangement. It was concluded for an unusually long period of eight years, valid until August 1954. This shows enormous mutual trust and belief that Bílinská kyselka and Zaječická bořká voda would continue to play a leading role in Austria for decades to come.

What does the contract reveal about the trade at the time?

Exclusivity: The Bílin headquarters committed itself not to supply to anyone else in Austria. The Austrian market was thus fully in the hands of the Vienna representative, who had to visit customers at least twice a year.

Modern marketing: The contract includes advertising. Although Bílina approved the costs of promotion, the Vienna representative was obliged to design and implement campaigns that would keep "Bílinska" in the awareness of the Austrian public.

Logistical efficiency: An interesting detail is the passage about bottles. At that time, the Bílin Directorate preferred exports in bottles of 0,75 l and 1 l and explicitly stated that it was not interested in taking back empty glass from Austria. This indicates a high demand, which allowed for logistical simplification.

Price coordination: The document demonstrates an effort to ensure market stability. Product prices were to be coordinated with leading Austrian mineral water companies to avoid unnecessary price wars that could damage the brand's prestige.

Why is this important to us?

This document, together with our previously published "American" contract, creates a comprehensive picture of Bílina as a global player. It shows that our city was not just a regional spa center, but a prestigious address from which trade was conducted from Vienna to Mexico City. It is an honor for the Bílina Museum to commemorate this tradition of professionalism and worldliness.

DIRECT DOCUMENT TRANSLATION

MAX LOBKOWIcz
Directorate of springs in Bílina (Bohemia)
Shipment of Bílinská kyselka, Bílinská digestive pastilles and Zaječická bitter water.
Bilina-Kyselka Spa

Bilina, August 23, 1946

AGREEMENT ON REPRESENTATION

The following contract was concluded today between the Directorate of Springs in Bílina and Mr. Karel Zirbs, Vienna XVIII, Schulgasse 17:

1./ The Directorate of the Max Lobkowicz Springs in Bílina (hereinafter referred to as the "Directorate") transfers to Mr. Karel Zirbs (hereinafter referred to as the "Representative") the exclusive sale of Bílinská kyselka, Zaječická bořká voda and Bílinské digestive pastilles for the territory of the Republic of Austria. The Directorate undertakes not to supply Austria to any other person or company and will transfer all requests from this territory to the Representative.

2./ The representative undertakes to sell the above products in his own name and on his own account. He is obliged to visit customers at least twice a year and to make every effort to achieve the highest possible turnover.

3./ Advertising will be carried out by mutual agreement. The representative will propose suitable promotional means, with the costs of approved advertising borne by the Directorate.

4./ For brokering deals and market care, the Representative will receive a commission of 6% of the invoiced price of the goods (free border). A discount of 2% will be granted for payment within 30 days.

5./ Regarding packaging, it is stipulated that water will be supplied in bottles of 0,75 l and 1 l. The Directorate is not interested in taking back empty bottles from Austria.

6./ The representative is authorized to represent other companies (in particular Mattoni, Karlovy Vary, Preblauer), however, the written consent of the Directorate is required for representing other competing brands of mineral waters.

7./ This contract is concluded for a period of eight years, i.e. until August 31, 1954. During this period it is not terminable, except in cases of gross breach of contractual obligations.

In Bílina, on August 23, 1946

(Stamp: Max Lobkowicz, Directorate of Springs in Bílina)
(Signature of the representative: Karl Zirbs)