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Velké Popovice Brewery Opens A New Exhibit Tour

10 June 2009

New Expositions Available Also For This Saturday's 17th Billy Goat Day Visitors

Velké Popovice, 9 June - Velké Popovice brewery opens a new exhibit tour with expanded expositions about the history and production process today. Velkopopovický Kozel, a traditional Czech brand, will present itself in a novel fashion - the visitors will walk through a new exhibit tour expanded with a visitor center and a souvenir shop. The tour naturally includes the current brewhouse and other production sections. The new exposition premieres today, but the first big wave of visitors is expected on the Billy Goat Day of Saturday, June 13.
The exposition, dealing with the brewery and local beer history directly in the historical brewhouse, astonishes the brewery's visitors. First, they walk through the brewery park and the visitor center, which also includes a souvenir shop. Along the route, they also get acquainted with current brewing and production methods. "We want to show the visitors as much of this traditional Czech brewery as possible, to tell them the famous story of Velké Popovice beer and inform them about the Velkopopovický Kozel beer production," says Markéta Formanová, manager of Plzeňský Prazdroj's tourist services.

The Velké Popovice brewery is architectonically one of the most interesting and well-preserved breweries in our country and is situated in immediate proximity to Prague, in a picturesque region of Velkopopovicko.

The Velké Popovice brewery now offers a new exhibit tour and a new wheelchair accessible visitor center. We allow the visitors to peek under the lid of the production process of the pale and dark Velkopovický Kozel and guide them through the famous history and present the successful brewery that has been brewing for more than 130 years. Naturally, part of the tour is a Velkopopovický Kozel tasting and a live mascot, Olda the Billy Goat.

Growing brewery production and popularity
The Velké Popovice brewery was established in 1874. It has grown even in historically difficult times. The original production of 18,000 hl of beer has increased to over 1.5 million hl.
 "Last year, nearly 11,500 people visited the brewery, which is 13 percent more than in the previous year - with the results from the first months of this season, we expect this year to be even more successful," adds Eva Kršňáková, Velké Popovice brewery visitor center manager.
 
Exhibit tour:

- Visitor center
- Brewery courtyard
- Cinema screening room
- Historical brewhouse
- Modern brewhouse
- Lager cellars
- Packaging hall - bottle and keg filling
- Live mascot Olda the Billy Goat
- Visitor center - souvenir store

Features of the exhibit tour
The first steps take the visitors to the brand new wheelchair accessible Visitor center, where you start the tour along with a guide.

After a short introductory movie comes an astonishing exposition of the brewing process in the charismatic setting of the historical brewhouse. Through a stylized interactive installation, the visitors literally "peek under the lid" of the Velkopopovický Kozel production process and find out about the ingredients we brew the beer from. They also learn about the difference between pale and dark beer, and also take a look at the modern brewhouse.

Next the tour takes the visitors to an area where the guides present the rich history of the brewery and the personality and the family of its founder, Baron František Ringhoffer, in an unusual manner. In an untraditional style, this section describes crucial stages in the development of both the brewery and the Velkopopovický Kozel brand. Due attention is also given to the entrepreneurial story of Baron Ringhoffer and how his family formed and changed, in a big way, not only the history of the brewery, but of the entire region.

The brewery route continues through the lager cellars where the beer ferments and matures to the packaging hall for bottles and kegs with fully automated lines.
The tour ends back at the visitor center which includes the souvenir shop.
Also included in the tour is a popular Velkopopovický Kozel beer tasting for visitors over 18 years of age and a live brewery mascot - Olda the Billy Goat.

Brewery summer season program

In April, the fourth year of March through the region of Baron Ringhoffer took place. In late May, customers from the ranks of restaurant owners visited the brewery for the second time, and were tended to by the senior commercial brewmaster and sales representatives.
  
On Saturday, June 13, 2009, in the spirit of traditional Czech crafts, the 17th year of the Billy Goat Day takes place. 13 thousand expected visitors will be able to try e.g. glass engraving, wood branding, blacksmithing, build a beer cask or weave a basket. The brewers will provide, as usual, a beer special MISTR along with ample snacks suitable with beer. The Kozel festivities will also include Czech music on two stages with both new young talents and proven musicians such as Anna K. or MIG 21. The brewery will conclude the summer season on 19 September with an Open day.
 
Notes for editors:
- With total sales of 10.7 million hectoliters in the year 2008 (including the licence production abroad) and with exports to more than 50 countries worldwide, Plzeňský Prazdroj is the leading beer producer in the region and the largest exporter of Czech beer.
- Velkopopovický Kozel is a distinguished brand within the portfolio of Plzeňský Prazdroj. It belongs to the most dynamic brands both in the Czech market and abroad. Moreover Velkopopovický Kozel Dark is the leader of the dark beer market in the Czech Republic. Established in 1874, the Velké Popovice brewery celebrated its 134th anniversary last year.
- The latest information on activities and projects supported by the Velkopopovický Kozel brand can be found at www.kozel.cz.
- Plzeňský Prazdroj, a. s., is a member of SABMiller plc, one of the largest global brewing companies worldwide with brewing interests or distribution agreements in over 60 countries across six continents.

Contact:
Jiří Mareček
Plzeňský Prazdroj press agent
+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 09-06-09.

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