Adam Huml turned Czech alcohol tastings into a real business

Adam Huml, known on social media as Medojed (“the Honey Badger”), has gone from cooking langoš out of a food truck to becoming one of the most recognisable faces in the Czech alcohol industry. Today he's an ambassador for a major Czech alcohol retailer and the creator of provocative video reviews that, beneath their apparent chaos, hide a carefully thought-out business strategy.

Huml started his career in alcohol at 23, taking a bartending job at the multi-tap beer bar BeerGeek in Prague's Žižkov district — before the interview, he'd hastily crammed on beer facts from Wikipedia. Within six months he had become shift and bar manager, and ten months after that he passed the exams for the Beer Judge Certification Program. By his own count, over the course of his career he has tasted around 12,000 beer styles and roughly 17,000 different alcoholic drinks in total.

These days, Huml is betting not on mass-market comedy content chasing reach, but on expertise packaged in a deliberately punk, “drunken” style — and that's exactly what sets him apart from typical influencers. In interviews he stresses that he doesn't see himself as a blogger: his goal is to promote small Czech alcohol producers and claw back market share from the large international corporations which, in his view, are pushing out local players with a standardised, faceless product.

Alongside building his personal brand, Huml also talks about the downsides of the profession — burnout while working at the cult bar Zichovec, the growth of the Ligovarka project, alcohol taxation in Czechia, and the specifics of local drinking culture. His story is an example of how deep expertise in a niche product, combined with an honest, even provocative delivery, can become the foundation of a sustainable personal business in a conservative industry.