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Pilsner Urquell again named most-sold foreign beer in Germany (Translation)

1 February 2011

 

Plzeň, January 31, 2011 - The Pilsner Urquell lager was named the most-sold brand of foreign beer in 2010 in Germany, according to a survey by Getränke magazine (the most important magazine covering the beverage market in Germany), which mainly surveys large German chains. This year is Pilsner Urquell's fourth victory since 2007.

"A four-time winner in this survey proves that the road to building a premium position and image of the brand is on the right track and that our customers appreciate it. They understand that this is the only way to positively distinguish oneself in the market, which is highly influenced by various special sales," says Frank Hoehler, Director of the Pilsner Urquell Deutschland branch.

Germany is one of Plzeňský Prazdroj's key markets. In 2010, Germany imported 240,000 hectoliters of Pilsner Urquell lager, which is 4.77 percent more than the preceding year. The focus on premium brands reflects, for example, last year's opening of the first Pilsner Urquell Original Restaurant (PUOR), a restaurant with a franchising concept, in Düsseldorf, Germany, or the development of special refundable beer cases for 0.5 liter Pilsner Urquell bottles and for 0.33 liter bottles, which are available exclusively on the German and Austrian markets.

Germany is one of the top countries Plzeňský Prazdroj exports to, followed by the U.S. and Slovakia. Thanks to a strong distribution network, the premium lager Pilsner Urquell is available in more than 1400 restaurants in Germany. Beer in bottles is sold all around Germany in more than 20,000 stores.

More information:
Vladimír Jurina, Plzeňský Prazdroj, Ph.no.: 724 617 219

Notes to editors:

- With total sales of 10.5 million hectoliters in 2009 (including licensed production abroad) and with export to more than 50 countries, Plzeňský Prazdroj is the largest producer of beer in the region and the largest exporter of Czech beer.
- Plzeňský Prazdroj, a. s., is a member of the SABMiller PLC Pilsner Urquell global group, and it is an international flagship of the SABMiller portfolio of brands.
- SABMiller PLC is one of the largest 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, Pilsner Urquell, and close to 200 successful regional and national brands.

 

This SABMiller subsidiary news release has been translated from its local market language to English language for publication on www.sabmiller.com. We have attempted to provide an accurate translation of the original material but due to the difficulties of translation slight differences may exist.

Note, the news release was first published in its local market on [31/01/2011].

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