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Promile INFO service contributed to responsible drinking at the festival Votvírák (opener) in Milovice (Translation)

24 June 2011

Prague, 23 June, 2011 - The service Promile INFO - which informs drivers especially about the residual alcohol levels through SMS, WAP, and the Internet - proves increasingly important in the summer season when it becomes an integral part of large music events. It featured also on June 18 at the renowned music event Votvírák, with its official festival beer, Gambrinus. Especially toward the closure of the event, there have been groups of people waiting to have their blood alcohol level measured on the alcotester before they set off in their car. The service people handed out some 660 tests. Three quarters of the tested persons had an alcohol level of zero; the rest remained bellow 1 per mille.

In the morning hours of the festival on Saturday when the service booth was being built, there were already groups of people interested in checking their blood alcohol level, despite the bad weather. Festival Votvírák, which took place in Milovice on June 17 and 18, traditionally enjoys several thousands of visitors. Many festival enthusiasts use the service repeatedly, adding to the public awareness of the service, especially amongst young people.

The service teamed up with the organizers and the police. Accordingly, the police recommended to drivers the use of the calibrated alcotester on the premises. Information about the alcohol risks and the accessible Promile INFO service was further spread by two promoters who distributed flyers outlining the service. On Saturday they were active mostly at the entrance, whereas on Sunday their field of action moved to the parking area with people getting into their cars. A lineup of those interested in the test had built up starting at 8 a.m. and ceased only after the area emptied out around 12 p.m.
 
The Promile INFO service consists of two alcotesters and plans for their full exploitation in the summer time. Every weekend it will travel to two festivals in order to offer free blood alcohol level checks at the calibrated alcotester, thus actively promoting the service. The most important role of the service, however, is the way people come to connect the service with such events.

"Year after year we observe with satisfaction the growing interest of the public in our services. Some of our customers have come to see Promile INFO as an integral part of the festival. We try to educate drivers in the responsible consumption of alcohol, so that they use our services as naturally as they get seated at the steering wheel," says Jiří Richter, managing director of the civic association SANANIM.

Other major festivals of the year, such as Pilsner Fest (Plzeň-Pilsen), AFOD (Trhové Sviny), Rock for People (Hradec Králové), Boskovice, and Trutnov Open Air will also get Promile INFO onboard.

Civic association SANANIM

Founded in 1990, civic association SANANIM is one of the oldest and biggest providers independent on the state in the area of services for the prevention, care, therapy, and re-socialization of alcohol-based addicts in the Czech Republic. Currently it manages 11 main facilities--ambulant programmes, Day Station, therapy communities in Karlov and Němčice, After-Treatment Centre with protected living and working, Substance Information Centre, Centre for Persons in Conflict with the Law, Agency for Work and Social Help, and Parent Clinic--and provides a number of parallel and additional projects and programmes. The most important ones are telematic counselling and informational services (Substance Clinic, Promile INFO, Alcotest, etc.), Roma Ambulant Programme, and Mother and Child Programme. Other projects are directed particularly at the area of education, primary prevention, publishing activities and international cooperation.

Pilsner Urquell is a responsible beer producer

Pilsner Urquell, Inc. takes an active part in the prevention of the negative consequences of excessive or inappropriate alcohol consumption, as well as in helping to promote responsible attitudes toward the consumption of alcohol. These efforts are carried out either independently or within the Initiative of Responsible Breweries. With total sales of 217.8 million gallons of beer (9.9 million hl.) in 2010 (including licensed production abroad) and export activities in more than 50 countries worldwide, Pilsner Urquell, Inc.is a leading beer producer in the region and the biggest exporting company of Czech beer. Pilsner Urquell, Inc. is a member of the global group SABMiller plc, one of the biggest brewing companies worldwide.

More information:
Josef Šedivý, civic association SANANIM
E-mail: sedivy@sananim.cz
Ph.: +420 602 311 799

Jiří Mareček, PR officer, Pilsner Urquell, Inc.
E-mail: jiri.marecek@pilsner.sabmiller.com
Ph.: +420 724 617 219

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 [23/06/2011].

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