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Brewmaster presenting Pilsner Urquell in 12 Czech locations at the same time (Translation)

13 July 2009

Plzeň, 9 July 2009 - Plzeňský Prazdroj's commercial brewmaster Václav Berka* presents the unique taste of Pilsner Urquell beer simultaneously in 12 Globus hypermarkets. This is the first use of this untraditional form of sales and brand promotion, with a projection of a figure on a special film in the Czech Republic. The shoppers feel as if the familiar face of the brewery is right in their store and speaks to them.

The projection on a special Vikuity film from 3M is a relatively new tool, and for the first time ever in the Czech Republic it is used to present the brand through a projection of a figure communicating with the environment. From the angle of 180°, it looks as if the commercial brewmaster Václav Berka stands right in the store and speaks to the passers-by. "We wondered how to remind people of our main communication concept that the real wealth is hidden inside. This time we chose the technology of a so-called 2D figure that makes it appear as if our brewmaster stood right in the store and talked about his great beer directly to the customers," says Karel Kraus, Pilsner Urquell brand manager.

The special technology facilitates a rear projection of moving images on a special film containing glass beads that makes people feel like there's a living person in front of them. The image needs to be projected in a mere 20° sector, so the image is undistorted even in strong light. "This is a premium presentation of the Pilsner Urquell beer. We want to highlight the uniqueness of our brand on the Czech market through an extraordinary POSM that has never been used in the Czech Republic in this manner. We believe that people will enjoy not only the style of the presentation, which is still unique in Czech Republic, but also the content of the short video, because Václav Berka can talk really engagingly about beer," adds Vladimír Jurina, manager of Plzeňský Prazdroj brands. The campaign will have two stages, one for each of the holiday months. Each part is ca. a one-minute loop.

Campaign duration: July 7th - August 31st in 12 Globus hypermarkets
Campaign design: Motýl Media
Campaign realization: 4P&P


*VÁCLAV BERKA (52) has dedicated his life to the Plzeň brewery. He brewed the first batch of beer 37 years ago during a summer job at the age of 15. He started in the brewery as an engineer, graduated from a high school of chemical technology and ICT in Prague. He successively went through the positions of cellarman, brewmaster, Gambrinus brewery director, Plzeňský Prazdroj chief brewmaster and brewery manager in Plzeň. For the past 12 years, he has been a Prazdroj trustee and a member of the board of the Czech Beer and Malt Association. In the capacity as a commercial brewmaster, he travels around the Czech Republic and the entire world and presents the history, production, taste qualities and proper care for the pilsner beer, and especially Pilsner Urquell.


Further information:
Vladimír Jurina, Plzeňský Prazdroj, tel.: +420 257 287 209, +420 724 617 219
Pavel Novák, AMI Communications, phone: +420 234 124 112, +420 724 012 604


Notes for editors:

- With total sales of 10.7 million hectoliters in the year 2008 (including the license production abroad) and with exports to more than 50 countries worldwide, Plzeňský Prazdroj, a. s., is the leading beer producer in the region and the largest exporter of Czech beer.
- Plzeňský Prazdroj, a. s., is a member of SABMiller plc. Pilsner Urquell is the international flagship of the portfolio of SABMiller brands.
- SABMiller plc is one of the largest brewing companies worldwide with brewing interests or distribution agreements in over 60 countries across six continents. The group's brands include major international brands such as Miller Genuine Draft, Peroni Nastro Azzurro and Pilsner Urquell, and almost 200 successful regional and national brands.


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 09-07-09.

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