Plzensky Prazdroj and the Jara Cimrman Theatre – partners in providing pleasure

19.11.2003 Uncategorized

In April this year, Plzensky Prazdroj, the
leader among Czech brewers, concluded a partnership agreement with the
Jara Cimrman Theatre, a long-standing star of Czech humour and theatrical
art. It was only a matter of time until two of our greterst national
symbols found their way to each other.

In April, at the Na mytince pub in Prague,
Plzensky Prazdroj representatives handed over a rare find from the Pilsen
brewery’s rich archive – a picture of beer on a pedestal which is
registered as a Cimrman patent. Zdenek Sverak from the Cimrman
theatre troupe commented on the event: “We’ve been promoting Prazdroj on
stage for thirty years, but the men from the brewery haven’t. Finally
we’ve caught up with each other.” Plzensky Prazdroj supports the Cimrman
theatre troupe by organising event directly in the Zizkov Theatre and on
theatre tours. This year’s cooperation culminated with joint projects in
Pilsen: performances by the Cimrman Theatre in the Grand Theatre, the Jara
Cimrman exhibition – globetrotter and inventor, accompanied by the famous
Cimrman seminars, and the Festival of Humour in the Chamber Theatre, to
which the Prague theatre invited its partners and guests from Slovakia,
from the Studio L+S.

The „Jara Cimrman, globetrotter and inventor“
exhibition was launched 4 October with a gala opening ceremony attended by
Cimrman theatre members Zdenek Sverak, Ladislav Smoljak, Milon Cepelka a
Vaclav Kotek. At the opening, Plzensky Prazdroj representatives gave the
‘Cimrmanologists’ a fragment from a ceremonial plaque dedicated by the
Pilsen brewery founders to the Czech genius. Part of the exhibition, which
ends today, was a competition for the public. Visitors offered their
suggestions for Cimrman’s inscription after a ninth beer, or the
importance of an item from Cimrman’s legacy that wasn’t described. From
the many entries, the Cimrman Theatre members chose as the winner the
inscription „Ninth beer, tenth hangover“, and for the description of the
item “Portable Cimrman distilling machine for one shot of plum brandy”.

The Plzensky Prazdroj, a. s., company brand
manager, Vladimir Jurina, gives a positive assessment of their
collaboration thus far: “I think that the subjects of beer, Plzensky
Prazdroj’s place in Czech history, culture and society provide enormous
opportunities for the idiosyncratic humour of the Jara Cimrman Theatre.
For the public it means the promise of many more excellent ideas and
events to look forward to, whether in Pilsen, Prague, North Moravia or
wherever the Cimrman Theatre members may find fate leads them.”

Additional information: Agreed areas of collaboration between Plzensky Prazdroj and the Cimrman Theatre:

  • Cooperation in the theatre – The na Mytince pub (at the Jara Cimrman
    Theatre in the Prague quarter of Zizkov), which traditionally serves
    Pilsner Urquell beer, will be decorated with a series of illustrations
    on the theme of the Fount of Czech Culture (in Czech: Prazdroj ceské
    kultury) with fitting captions for the various Cimrmans profiled.
  • Cooperation on tour – theatre-goers will be accompanied by a special
    mobile Plzensky beer bar, the prototype of which was invented by – who
    else? – Cimrman himself. The brewery’s archive unfortunately only
    offered up the designs for the equipment and so Prazdroj and Cimrman
    Theatre representatives are discussing how best to realise this unique

Notes to the editor:

  • With total output of more than 9 million hectolitres of beer,
    Plzensky Prazdroj is the leading entity in the brewing industry in
    Central and Eastern Europe. With exports to 50 countries worldwide it is
    also the largest exporter of Czech beer. It is part of the international
    SABMiller plc group, the second largest brewing organisation in the
    world. The company’s flagship is the Pilsner Urquell brand.

Further information is available from:

Vladimir Jurina, Company Brand Manager
Tel.: +420 257 287 223, mobile: +420 724 617 886,

Alexej Bechtin, Press Officer
Tel: +420 257 287 209, mobile: +420 724 617 219,