Plzeňský Prazdroj Becomes a Partner of the Czech Presidency of the EU

The official dinner party held on 7th January will be the first presentation of Prazdroj in its new role of the partner of the Czech presidency of the EU Council. This event will be attended by European Commission President José Barroso, Czech Prime Minister Mirek Topolánek, Czech Deputy Prime Minister for European Affairs Alexandr Vondra, Czech Foreign Minister Karel Schwarzenberg, French Foreign Minister Bernard Kouchner, and French Secretary for European Affairs Bruno Le Maire. Beer from Pilsen will also be tapped at the joint meeting of the Czech government and the European Commission, in addition to fourteen informal sessions of the General Affairs Council. These meetings will be held in Prague, Luhačovice, Hluboká nad Vltavou, Mariánské Lázně, Litoměřice, and Brno.

Accompanying cultural events will take place all over the Czech Republic, but also in Brussels. In total, there will be 29 events, with beer from Plzeňský Prazdroj always present. It is estimated that top politicians and representatives of culture from all EU countries will consume as much as 5,000 litres of draught beer and 2,500 litres of bottled beer during the six-month Czech presidency. Delivery of 2,500 litres of non-alcoholic Radegast Birell beer is also planned.

“Since 1842, Pilsner beer has been the best representative of Czech beer culture. The Czech presidency is symbolized by a lump of sugar, invented by a Czech. But also bottom-fermented Pilsner lager beer was born in Bohemia; the great majority of global beer brands are pilsner-type beers, even boasting Pilsner or Pils attributes in their names. Top politicians and representatives of culture from all EU countries will toast the real Pilsner beer during sessions held under the Czech presidency of the EU. This will further spread the good reputation of Czech beer,” says Luděk Kraus from Plzeňský Prazdroj.

Although beer tapping is a routine task at similar events, there is one difference for members of staff as well as bartenders – all of them will have to pass a security audit that is required to ensure the safety of all participants.

Notes for the editors:

• Plzeňský Prazdroj is a major beer manufacturer in the region and the largest exporter of Czech beer. Its total sales in 2007 reached 10.9 million hectolitres of beer (including licensed production in foreign countries). Its beer is exported to more than 55 countries all over the world.
• Plzeňský Prazdroj, a. s. is a member of the global group SABMiller plc. Pilsner Urquell is the global flagship of the SABMiller brand portfolio.
• SABMiller plc is one of the largest brewing companies in the world, its brewing and distribution activities are present in more than 60 global countries across six continents.

For more information, please contact:
Jiří Mareček
Manager external communication
+420 724 617 219

Pilsen