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Quarter Million Crowns For The Finder Of Radegast's Horn Of Plenty

3 April 2009

Nosovice, April 2nd 2009 - This year's spring contest of the Radegast brand fulfills the brand's image attribute real beer for real men and takes contestants to nature. The highlight of the project named "Look for Radegast's horn of plenty and get 250,000 crowns" will be during the final afternoon, accompanied by unusual nature experiences. The winner of the competition receives a quarter million crowns, and more than 20,000 other prizes by Radegast are prepared for other participants. The advertising campaign will employ print, radio and CLV. Beer drinkers will also be notified about the competition through in-store communication by floor stickers and standard POSM.

"The competition combines clean nature, real machismo and the favorite Moravian beer. I'm sure this concept will be attractive for our consumers," says Radegast brand manager Pavel Kmínek.

Participation in the contest is determined by sending codes from bottled beer caps. Some participants will also be drawn in restaurants and pubs. Thirty qualified fans of Radegast brand will also advance to the final afternoon. Others will compete for 20,000 gifts from the Radegast brand. "The winner of the outdoor afternoon is going to have to show not only enough physical endurance, but also some knowledge, foresight and courage," adds Pavel Kmínek. 

The winner of 250,000 crowns will be announced early this June.  

Notes for editors:

  • With total sales of more than 10.7 million hectoliters in the year 2008 and with exports to more than 50 countries worldwide, Plzeňský Prazdroj, a. s., is the leading beer producer in Czechia and the largest exporter of Czech beer. Plzeňský Prazdroj's main brands in the Czech Republic are Pilsner Urquell, Gambrinus, Radegast, Velkopopovický Kozel and non-alcoholic Radegast Birell.
  • Plzeňský Prazdroj produces beer in three breweries in the Czech Republic - in Plzeň brewery, Radegast brewery and Velké Popovice brewery. There are 13 commercial distribution centers ensuring supply in respective regions of the republic.
  • The Plzeňský Prazdroj company fully understands its responsibility towards the environment and has accepted the policy of environment protection as one of its business principles. It engages especially in care for water resources, industrial waters cleaning, minimization of CO2 and other emissions, recycling, energy savings and increasing efficiency of transport.

• Plzeňský Prazdroj, a. s., is a member of SABMiller plc, the second largest global brewing company worldwide with brewing interests or distribution agreements in over 60 countries across six continents. Pilsner Urquell is the international flagship of the portfolio of SABMiller brands.

Jiří Mareček
Press agent
+420 724 617 219

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