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London Olympic double-decker at Pilsner Fest! (Translation)

23 August 2011

Plzeň, August 22, 2011 - Pilsner Fest will see the start of the second phase of Czech Olympic Committee communication campaign "We Live for London." Pilsner Urquell, as a Czech Olympic team sponsor, supports this project, which illuminates the Olympic ideals and details of the upcoming London Olympics 2012 to the public. Therefore, there will be a red London double-decker present in Bulvár zone at Pilsner Fest from early hours on Saturday, August 27. The same bus will be used as an information base that will reach 128 places across Czech Republic. There will be also an autograph session of athletes by the bus.

"We are pleased that the Olympic double-decker will start the second phase of the campaign "We Live for London" at such an important and large event as Pilsner Fest is. It makes the spreading the word of the upcoming Olympic games and propagation of Olympic spirit at such an event much easier," mentioned Milan Jirásek, chairman of Czech Olympic Committee.

Alongside the presence of the double-decker, sports fans and visitors of Pilsner Fest can look forward to autograph signing sessions of famous Czech Olympic athletes. Shooter Jan Kůrka, hockey player Bohuslav Ebermann, volleyball player Vladimír Jarý, and rower Václav Chalupa will be present there among others. Signing sessions will take place by the double-decker in the relax zone called Bulvár at Pilsner Fest on Saturday, August 27, at 5:00 p.m.

"Pilsner Urquell and Czech Olympic team belong together for more than nine years now. We support the most important aspects of Olympic Games - true values and fair play. Presence of the campaign ‘We Live for London' at the celebration of Plzeň beers is practical example of beer and sport in moderation belonging together without question or doubt. After all, modern pentathlon athletes Michal Michalík and David Svoboda, big time Plzeň beer lovers, proved it by their active participation during the brewing of Pilsner Fest beer batch this year," said Jan Kovář of Plzeňský Prazdroj brewery.

Inside the double-decker available of big screen TV, those interested will have a chance to learn details about the campaign "We Live for London," and most importantly about Olympic games themselves. They will have a chance to relive some of the most famous Olympic moments or send a message to their favourite athlete. Those interested may also join in various competitions and quizzes.

Beside the double-decker, there will be a rowing simulator RWE available for those who want to try it. The simulator will measure the path they are able to travel within a one-minute time limit. Then, they can compare their time with the record taken by legendary rower Václav Chalupa, and the best ones will receive small prices.

Olympic double-decker Bristol, which will be present at the Fest, was built in 1959, and it is registered as a historic automobile with antique licence plates in Czech Republic. For many years, the bus was used in London and, now equipped with audiovisual technology, serves as information base about everything related to London Olympics 2012.

For more information contact:
Vladimír Jurina, Plzeňský Prazdroj, Phone: +420 724 617 886

Notes for editors
- Plzeňský Prazdroj Inc. and City of Plzeň are natural tourism marketing partners. Based on the Declaration of Cooperation, Plzeňský Prazdroj Inc. supports number of cultural events in the town, and City of Plzeň is traditional co-organizer of Pilsner Festu. With the total sale of nearly ten millions hectolitres in calendar year of 2010 (including its licenced production abroad) and with its exporting activities to more than 50 countries all around the word, Plzeňský Prazdroj Inc, is the foremost beer producer in the region and the biggest exporter of Czech beer.
- Plzeňský Prazdroj, Inc. is a member of SABMiller plc. Company. Pilsner Urquell brand is the international flagship brand of SABMiller brand portfolio.
- SABMiller plc. is one of the world's biggest beer brewing companies with beer brewing and beer distribution activities in more than 60 countries around the world and across six continents.

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 [22/08/2011].

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