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Pilsner Urquell announces the second Dutch edition of Master Bartender. The search for the best bartender of the Netherlands (Translation)

20 June 2012

Quality beer brand Pilsner Urquell has organised this year for the second time the Pilsner Urquell Master Bartender of the Netherlands. On June 25th and 26th, due to the many enthusiastic participants, there are two regional finals in Utrecht en Rijssen, previous to the national final. Forty-one contestants will participate in the name of "Pure Passion, Pure Pilsner" for a most wanted spot in the national final, which will take place on August 21st. The bartenders will show their knowledge, skill and passion for the quality treatment of beer in general and especially for the brand Pilsner Urquell in front of an expert jury. The final winner can call himself "Master Bartender of the Netherlands 2012" and will go to the international final in Prague.

Pilsner Urquell Master Bartender 2012
Pilsner Urquell has organised, due to the many participants this year, two regional finals in the Stadsschouwburg in Utrecht and at ‘t Brodshoes in Rijssen. Western Holland kicks off on June 25th with the regional final of the Pilsner Urquell Master Bartender 2012, followed by the regional final of East Holland the next day. The five best contestants of each region will go to the national final on August 21st, where they will battle for a spot in the international final in Prague. On October 4th, 15 finalists from different countries will battle against each other for the ultimate price of 10,000 Euros. The numbers one, two and three will be granted an internship at a top hotel and catering establishment in London and an acclaimed English language course.

Surprise visit by "mystery shopper"
Previous to the Master Bartender 2012, the participating hotel and catering establishments will get the surprise visit of an independent "mystery shopper" who will judge the quality of beer handling, beer storage, beer equipment, management and technique. The points given during this visit will partially count in the total score of the regional final. The contestants of the regional final will be submitted to a written test, blind tasting and, of course, they have to put into practice their beer tapping technique and presentation. The presentations will be judged by an expert jury featuring Hans Glandorf, chairman of the Alliance of Beer Tappers, beer connoisseur Sander van Werkhoven and representatives of Grolsch and Pilsner Urquell.

To perfectly tap and present quality beer
The Master Bartender is one of the biggest beer competitions. Through this, the premium beer brand Pilsner Urquell wants to stimulate hospitality, the optimal treatment and perfect beer tapping and presentation among bartenders. No matter how careful Pilsner Urquell is with brewing and the transport of their beer, eventually it's up to the bartender to serve its guests a perfectly tapped and presented Pilsner Urquell beer.

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Contact information
For further information and/or picture material you can contact:
Weber Shandwick Nederland
Shelly Delwel or Eline Mellink
T: 070 312 10 70
sdelwel@webershandwick.com or emelink@webershandwick.com

About Pilsner Urquell
Pilsner Urquell literally means "beer from the original source" and comes from Pilsen, Czech Republic. The beer is still being brewed according to the same process and the same ingredients as in 1842. Pilsner Urquell has a distinctive flowery bouquet and an intense unique hop taste, which is praised because of the fine balance between subtle sweetness and velvet bitterness. The rich character of the beer is at its best at a drinking temperature of 45°F. Besides Czech Republic and the Netherlands, the beer is also available in England, Belgium, Italy, Denmark, the United States, Russia and Germany. Pilsner Urquell is being distributed very selectively in the Netherlands and is available as draught beer and in a 11,2 fl oz bottles at exclusive restaurants, specific beer bars, beer stores and specialised liquor stores. The marketing, sales and distribution of Pilsner Urquell in the Netherlands are taken care of by Grolsch. 

About Grolsch
Royal Grolsch N.V. is a company with a history that dates back to the year 1615. That's why Grolsch belongs to one of the oldest and most successful breweries in the Netherlands. Grolsch is participating in the Dutch market as well as in a large number of international liquor markets. Grolsch has a premium position worldwide, in which the unique Grolsch values such as unique flavor, top quality, tradition, ambition, authenticity and enjoy-together are key. Grolsch has been located in a modern brewing facility in Enschede since 2004. Grolsch has been a subsidiary of SABMiller plc since February 12th, 2008.

About SABMiller
SABMiller plc is one of the largest beer breweries in the world and has interests in breweries and distribution agreements in six continents. The large brand portfolio of the group consists of international premium beers as Grolsch, Miller Genuine Draft, Peroni Nastro Azzurro and Pilsner Urquell, as well as leading local brands as Aguila, Castle, Miller Lite, Snow and Tyskie. SABMiller is also one of the world's biggest bottlers of Coca-Cola products.

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 [19/06/2012].

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