Pilsner Urquell strikes at Great Britain

5.10.2006 Pilsner Urquell

SABMiller to invest over £2 million in campaign of the beer legend

MILLER BRANDS (UK) Ltd., a subsidiary of global leading brewer SABMiller plc, announces that it will invest over £2 million (CZK 84m) in its international premium brand Pilsner Urquell on marketing and sales activities in the UK over the next 18 months.

Pilsner Urquell image photo

Managing Director of MILLER BRANDS UK, Gary Whitlie said:  “Pilsner Urquell is an iconic, prestigious beer which serves as a global benchmark against which all other beers are judged. With a consumer base of beer connoisseurs, appreciative of quality products, the UK is the perfect market to grow this unique beer. We know this is how beer is meant to taste and now invite all Britons to decide for themselves.”

SABMiller plc, one of the world’s largest brewers and owner of Plzensky Prazdroj, has elected Pilsner Urquell as one of its three key international brands. Through huge marketing support and distribution agreements in over 60 countries across five continents, the legendary lager beer from Plzen will become one of the world’s most famous brands.

Mike Short, Chairman and Managing Director of Plzensky Prazdroj, stated: “Pilsner Urquell is the international flagship of SABMiller plc and has spearheaded the increasing awareness around the world of Czech beer and of the Czech beer culture.“

“Not only do we support the international campaign through communication to enhance awareness of the brand, but we have also invested signficantly in our Plzen brewery.  As the original source of Pilsner Urquell, it is essential that that our historic brewery can continue to meet increasing demand from around the world.“

Pilsner Urquell was first brewed in the town of Plzen, in Bohemia in the Czech Republic 160 years ago, on October 5, 1842.  This unique, bottom-fermented golden lager beer, with its harmonious bitter-sweet balance, gave its name to a new style of beer, Pilsner. Although now copied world-wide, Pilsner Urquell remains the true original.

To learn more about Pilsner Urquell re-launch in the UK:

Nigel Fairbrass
Head of Media Relations, SABMiller plc
Tel: +44 7795 894 265

x x x

Plzensky Prazdroj, a. s. is a member of SABMiller plc, by volume the second largest global brewing company worldwide with brewing interests or distribution agreements in over 60 countries across five continents. The group’s brands include premium international beers such as Pilsner Urquell, Miller Genuine Draft and Peroni Nastro Azzurro, as well as an exceptional range of market leading local brands.  Outside the USA, SABMiller plc is also one of the largest bottlers of Coca-Cola products in the world.