A charitable auction of 10 Pilsner Urquell bottles to benefit the Umbrella Foundation started On Tuesday, December 10 at 9:00 p.m. The auction lasted seven hours, and Czechs living in Belgium, Great Britain and United States also took part in raising a total of 526.069 – CZK. The development of the project by Pilsen Urquell and iDNES, has already shown that it is very successful. In its first hour, the auction raised 122 thousand CZK (about 6,100 USD). 10 successful auctioneers will be able to fill their bottles themselves with unfiltered Pilsen Urquell lager from the oak barrel in brewery’s cellars, assisted by Václav Berka, senior marketing brew master of Plzeňský Prazdroj.
„We have watched the auction the whole day and we are very pleased with its results. I am grateful for the efforts of Plzeňský Prazdroj and iDNES. For us, it is a beautiful Christmas present,“ said Štěpánka Antošová, director of the Umbrella Foundation, as she added details about the planned use of the money: „The proceeds will be used to purchase a mobile shower corner for our wheelchair patients, a mono-ski – a special ski used for a ski training – which will be available in our equipment storage, rehabilitation walkers for standing and walking training, positioning tools, aqua therapy tools, training mattresses and other rehabilitation equipment necessary for us to provide quality service.“
The creator of the design was once again Lars Kemper. This renowned designer, who has cooperated with the brand many times, now looked for inspiration in the cellars of the Pilsen brewery where he observed the traditional beer making craft of cooperage. One-litre bottles therefore resemble wooden beer barrels. Each bottle is an original, marked with numbers from 1 to 10, and all of them were created by glass makers from Nový Bor.
„After the last year successful auction, we wanted to preserve the fusion of traditional Czech glass making with Czech beer brewing traditions,“ said Lukáš Novotný, brand manager of Pilsner Urquell brand, adding: „I am pleased that the auction attracted such generous auctioneers and that we got such a nice Christmas present for the Umbrella Foundation. These resources will help them to develop and widen their excellent services.“
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Notes for editors:
- With its total sale of nearly 9.9 million of hectoliters during the calendar year of 2012 (including licensed productions abroad) and with its export to more than 50 countries worldwide, Plzeňský Prazdroj Inc. is the preeminent beer producer in the region and the biggest exporter of the Czech beer.
- Plzeňský Prazdroj Inc. is the member of SABMiller plc. group. Pilsner Urquell is the international flagship brand of the SABMiller brand portfolio.
- SABMiller plc is one of the most significant world beer companies with 70 thousand employees in 75 countries around the world. It offers more than 200 beer brands including the world renowned brand such as Pilsner Urquell, Peroni Nastro Azzurro, Miller Genuine Draft a Grolsch, as well as important local brands such as Aguila (Columbia), Castle (South Africa), Miller Lite (USA), Snow (China), Victoria Bitter (Australia), and Tyskie (Poland).