Educational and Preventive Activities

Promile INFO
Since 2006 Plzeňský Prazdroj has supported the SANANIM civic association’s “Promile INFO” project. Through SMS texts, wap or the internet the Promile INFO service offers drivers general information on their blood alcohol level.

The Promile INFO service was promoted at seven major and almost thirty smaller open-air music festivals, which typically attract large numbers of young people and where large volumes of alcohol are consumed. Visitors were provided with information on the risks involved in driving under the influence of alcohol and possible help from the user-friendly Promile INFO service. In all, 40,000 cards were distributed with instructions on how to use the service. We also continued to distribute beer mats with the Podmile INFO motif to outlets selling draft Pilsner Urquell and Gambrinus beer.

The Promile INFO web site has been adapted for use on smart phones The service was accessible on the internet free of charge and for the first time on Facebook via a straightforward “calculator” which is designed to archive the user’s previous blood alcohol levels. The company has made use of the Promile INFO service free for its employees using company telephones.

We declare our long-term support for the Promile INFO project publicly at the European Alcohol and Health Forum through our commitments. We have exceeded by 221 % the commitment for the number of mobile telephone downloads of the application for calculation of blood alcohol levels. During the 2010 calendar year the service was used more than 50,000 times. Over the five years of its existence it has responded to almost 110,000 requests from responsible alcohol consumers, of which a third continue to use the service regularly.

More information is available at www.promile.info

Birell non-alcoholic beer
In Plzeňský Prazdroj’s brand portfolio, Birell non-alcoholic beer plays a leading role in supporting responsible alcohol consumption. In its communication it supports an active lifestyle, to which it is an ideal adjunct as the most popular non-alcoholic beer. It has been a consistent supporter of professional and recreational cyclists and voluntary blood donors. Since spring 2010 Birell has been presented in a new design and has also broadened its offer to consumers with the new Semi-Dark Birell.

As well as encouraging an active life style the brand pays great attention to cyclists. Its main partnership with the Czech cycling team, the Rubena Birell Specialized Cycling Team, continued with the filming of further episodes of the instructional and methodological series Birell Cycling School. Birell also supports races and a raft of activities for recreational cyclists. It was again a partner for the competition Author Cup – Bike for Life.

Information web site napivosrozumem.cz
The Czech version of www.talkingalcohol.com web site remains a platform on which to provide information on the risks and benefits of consuming beer. Visitors to the site over the age of 18 can find information on the healthy effects of alcohol on the human organism and on the situations in which consumption should be restricted or ruled out altogether, either for social or health reasons. There is also information on the Promile INFO service. In 2010 www.napivosrozumem.cz was visited by more than 36,000 users, with the most popular section remaining “Alcohol and the Human Body.”

Road safety events
With the Moravia-Silesia regional police force the Promile INFO promo team and the Birell brand worked together on a number of transport security events. Members of Promile Info informed drivers of their service and cans of Birell were distributed among drivers who scored a negative test for alcohol at the highway controls.

Cooperation in the brewing industry
We are playing an active role in the Responsible Brewers Initiative and Czech Brewers and Malt Association and shall help nurture an ethical environment in the brewing industry.

As a member of the Responsible Brewers Initiative (RBI) we are cooperating on education programs. As part of this we are taking part in the DESIGNATED DRIVER campaign aimed at young drivers in relation to travelling under the influence of alcohol. The project was founded by the BESIP deparment within the Ministry of Transport. The slogan spearheading the campaign “If you want to go out by car agree who’s going to drive and won’t drink alcohol” is promoted by the lead singers of Divokej Bill, Tři sestry, Chinaski and Wanastowi Vjecy musical groups. Within the RBIwe supported the SANANIM association’s project “Let’s talk about alcohol” which runs an information campaign to discourage alcohol consumption by juveniles.

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