Pilsner Fest 161

3.10.2003 Uncategorized

The traditional Pilsner Fest will be launched with an untraditional toast on Pilsen´s main square

This year’s Pilsner Fest, the traditional
celebration of the birthday of Plzensky Prazdroj and its world-famous
Pilsner Urquell beer, will be held on the premises of the Pilsen brewery
from October 3 to October 5, 2003. Celebrations start Friday
afternoon (October 3) on Pilsen’s main square, where the residents of the
capital city of beer will try set a Guinness Book record for the
most people participating in a toast – one obviously made with Pilsner
Urquell beer – to mark the 161st birthday of this unequalled drink.
Pilsner Fest will offer a number of other attractions for the many
visitors the brewery is ready to host.

On arrival Friday evening, visitors will be
welcomed with improvised road signs evoking the atmosphere of the city of
beer, connected with the rest of the world through legendary Highway 161.
The ingenious information system in the brewery’s courtyard will continue
this theme: three stages, the Na Spilce restaurant’s food tent, an Old-Bohemian
market and an information centre will stand on an area of 12,000 square
metres. The Na Spilce restaurant will be open as usual. Pilsner Fest has
prepared for visitors by moving the area of the main stage “beyond the
chain”, to the former beer storage next to the Pilsner Urquell brewing
plant. This place, which most visitors until now have merely passed
through, will hold the largest number of people in its history.

The company has put a lot of effort into
promoting the birthday celebration of Plzensky Prazdroj and Pilsner
Urquell. Pilsner Fest was preceded by a large media campaign using outdoor
and printed advertising, radio and TV spots, leaflets, websites and non-traditional
promotional tools such as beer mats. “We have found a uniform visual style
and way of communication for Pilsner Fest and we believe that our strong
message will appeal to a large number of people who enjoy beer,
entertainment and new experiences,” says Martina Ptackova, marketing
manager for tourism at Plzensky Prazdroj

This year’s Pilsner Fest will offer a range of
new and attractive events. The nearly three-day celebrations will begin
with an attempt at setting a toast record, with the participation of the
Mayor of Pilsen and the managing director of Plzensky Prazdroj. On Friday
evening, while rock bands heat up their fans on the main stage, curious
visitors and families with brave children can take nighttime tours of the
Beer Museum, located in a house in Veleslavinova Street in which beer was
brewed in the Middle Ages. On the weekend, a varied programme will be
offered on several stages, where lovers of all musical styles will find
something that fits their taste. The Children’s stage will be open from
Friday, and crazy competitions will be organised all over the brewery’s
premises: Apart from the well-known Beer Mat Throw, there will be contests
such as the Beer Pyramid, Share the Beer, Hold the Barrel, Board Your
Scooter & Win a Prize and also Quick Beer (Rychly pivo), a play on words
on the name of the popular presenter of the main stage programme, Petr

Plzensky Prazdroj and the organisers of Pilsner
Fest have done their best to make sure that more than the beer in the
contest is “quick”: The 48 taps at 16 serving locations will offer not
only Pilsner Urquell, but also alcohol-free Radegast Birell for our
motorised visitors.

Welcome once again to Pilsner Fest 161!

For additional information, please visit www.prazdroj.cz,
www.pilsnerfest.cz and