Radegast Birell and Plzensky Prazdroj launch an anti-DUI campaign

2.5.2007 Company

The most popular non-alcoholic beer in the Czech Republic, Radegast Birell, has launched an educational campaign for the general public. Together with 17 regional radio stations we will discourage drivers from driving under the influence of alcoholic beverages.

This year's campaign, which is a follow-up of a very successful campaign organized last fall, will not limit itself only to the radio waves, but will also take place in the streets. During the week starting on May 14th, several teams will be handing out free cans of ice cold Radegast Birell. Members of the public will also have a chance to take part in various competitions focusing on responsible behavior behind the wheel. Winners of these contests will receive protective helmets for cycling. Radegast Birell will address drivers with over 1500 radio broadcasts and competitions and 476 hours of radio patrols in the streets with a chance of getting a free sample.

“Our intention is to build up the anti-DUI campaign on the popularity of the most widely sold non-alcoholic beer in the Czech Republic, Radegast Birell, and in this way warn drivers of the deadly combination of driving and drinking alcoholic beverages. The timing of the campaign coincides with the Month of Safety on the Roads, when many more activities from various institutions will also address this problem”, says Karel Kraus, Radegast Birell Brand Manager.

Nowadays drivers no longer need to choose between the taste of regular beer and non-alcoholic beer. Thanks to a special technological procedure, the taste of Radegast Birell is equivalent to that of classic beer, yet contains a bare minimum of alcohol. The trend among drivers has proven to be the ever increasing choice to replace regular beer with its non-alcoholic alternative, which enables them to enjoy their favorite taste, yet does not endanger them nor anybody else by the irresponsible behavior of driving under the influence. Professor Tomas Zima of the Prague University Hospital confirms this with recent findings: “Our research has shown that even after drinking four Radegast Birell beers, no alcohol was detected in the bloodstream of the tested individuals. Therefore, there is no need to be afraid of driving after having drunk multiple Radegast Birell beers.”

Vladimír Jurina

724 617 886
Corporate Affairs Department

x x x

  • With its overall sales exceeding 10.7 million hectoliters in the calendar year of 2006 and with exports to more than 50 countries of the whole world Plzeňský Prazdroj, a. s. is a major beer producer in the region and the largest export of the Czech beer. . The major Plzensky Prazdroj brands in the Czech Republic are Pilsner Urquell, Gambrinus, Radegast and Velkopopovicky Kozel.
  • Plzeňský Prazdroj, a. s. is a member of the SABMiller plc global group. Pilsner Urquell is the international flagship of the SABMiller brand portfolio.
  • SABMiller plc is one of the world's largest brewers with brewing interests or distribution agreements in over 60 countries across five continents. The group's brands include premium international beers such as Miller Genuine Draft, Peroni Nastro Azzurro and Pilsner Urquell, 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. In the year ended 31 March 2006, the group reported US,307 million in revenue and profit before tax of ,453 million.  SABMiller plc is listed on the London and Johannesburg stock exchanges.