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SABMiller invests over £2 million in Pilsner Urquell re-launch in the UK

4 October 2006

MILLER BRANDS (UK) Ltd., a subsidiary of global leading brewer SABMiller plc, announces that it will invest over £2 million in its international premium brand Pilsner Urquell on marketing and sales activities in the UK over the next 18 months.

As part of re-acquainting the UK consumer with the world’s first true golden beer from the Czech Republic, MILLER BRANDS UK will focus on recruiting discerning consumers to the brand.  The group will also look to leverage the recent global sponsorship of the Lucie Awards, the prestigious photographic competition established by the International Photography Awards.

Managing Director of MILLER BRANDS UK, Gary Whitlie said:

“Pilsner Urquell is an iconic, prestigious beer which serves as a global benchmark against which all other beers are judged. With a consumer base of beer connoisseurs, appreciative of quality products, the UK is the perfect market to grow this unique beer. We know this is how beer is meant to taste and now invite all Britons to decide for themselves.”

Pilsner Urquell, the world’s first golden beer, gave its name to a whole new style of beer – Pilsner. Invented in 1842 and still brewed at the original source in Plzen in the Czech Republic, it offers a harmonious balance of hoppy bitterness and subtle sweetness.

Pilsner Urquell is part of SABMiller’s global premium brand portfolio which also includes Peroni Nastro Azzurro and Miller Genuine Draft.


Notes to editors:

SABMiller plc is one of the world’s largest brewers with brewing interests or distribution agreements in over 60 countries across five continents. The group’s brands include premium international beers such as Miller Genuine Draft, Peroni Nastro Azzurro and Pilsner Urquell, as well as an exceptional range of market leading local brands.  Outside the USA, SABMiller plc is also one of the largest bottlers of Coca-Cola products in the world.

In the year ended 31 March 2006, the group reported US$15,307 million in revenues and profit before tax of US$2,453 million. SABMiller plc is listed on the London and Johannesburg stock exchanges.

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