A successful year for Prazdroj’s internet sites, which deal with alcohol consumption

23.3.2010 Company

Visitors to the site spent the most time in the “Alcohol and the Human Body” section as well as in the “What Happens When you Drink” section. “Users sent us a lot of comments and responses. We are pleased that they rate the sites positively, but if they do ask questions, they are usually in regards to our brands and their quality or asking about promotions. Our next goal is to increase awareness of topics dealing with responsible consumption,” says Zuzana Novická from Plzeňský Prazdroj. Prazdroj is one of the few alcohol producers in the Czech Republic who have such websites.

Plzeňský Prazdroj dedicated a lot of its communication in printed media, on TV, on the radio and on billboards to promoting the napivosrozumem.cz site. The link to the site was always mentioned on 10 % of the total area of the printed ad or it took up 10 % of airtime. The TV commercial with Olympic athlete Jiří Raška was alone viewed more than 60 million times. Furthermore, the website was featured on 240 million beer labels from breweries belonging to Plzeňský Prazdroj.

Throughout 2010, the link will be even more visible on all labels due to a new contrast, which will cover 5 % of the area (on bottles, cans, multipacks).

Internet sites www.napivosrozumem.cz informs people about the health effects of alcohol and tells when to lower consumption or avoid consumption completely, whether it be for social, legislative or health reasons. They also contain information about taking a responsible approach, not only by Plzeňský Prazdroj, but also all SABMiller companies around the world. For example, regulations regarding marketing communication states that all actors in our commercials must look at least 25 years old, and also have to be at least 25. Ads by SABMiller brands have to be in papers or magazines whose readers consist of at least 70% adults. The same rules and regulations are also practised by other European brands which belong to SABMiller. The international version of the talkingalcohol.com sites is also available in English, Italian, Spanish, Russian and Polish.

Notes to editors:

  • With total sales of 10.5 million hectolitres in the 2009 calendar year (including licensed production abroad) and with exports to more than 50 countries, Plzeňský Prazdroj is the biggest producer of beer in the region and the biggest exporter of Czech beer.
  • Plzeňský Prazdroj, a. s., is a member of the SABMiller PLC Pilsner Urquell group. It is an international flagship of SABMiller brands.
  • SABMiller PLC is one of the biggest beer companies in the world, with activities and distribution in more than 60 countries on six continents. SABMiller includes important international brands such as Miller Genuine Draft, Peroni Nastro Azzurro and Pilsner Urquell, and close to 200 successful regional and national brands.

Jiří Mareček
Manager external communication
Ph. no: +420 724 617 219