First real pilsner available in the Netherlands (Translation)
29 June 2010
Koninklijke Grolsch N.V.
Enschede, 28 June 2010
Grolsch introduces Pilsner Urquell - the original pilsner from 1842
Dutch beer connoisseurs will soon have a new favourite beer. Grolsch is introducing the SABMiller brand Pilsner Urquell to the Dutch market. Before Pilsner Urquell was developed in 1842, beers tended to be dark and murky. The new pilsner was the first gleaming, golden beer in the world. Grolsch will take charge of all Pilsner Urquell distribution, marketing and sales activities in the Netherlands. Pilsner Urquell allows Grolsch to provide Dutch beer lovers with an authentic, pure, original pilsner. The beer will be selectively available in the Netherlands.
Pilsner Urquell is inextricably linked with its birthplace of Pilsen, located in the historical Central European region of Bohemia in the modern-day Czech Republic. The beer is still produced with the same ingredients and in accordance with the same process as in 1842. The high-quality ingredients - locally produced malted-barley, crystal clear Pilsen spring water, hops from Saaz and the secret ‘Pilsner H' yeast - give Pilsner Urquell the pure taste of the original Pilsner. Pilsner Urquell, with an alcohol percentage of 4.4%, has a distinctive hop flavour which strikes a wonderful balance between sweet and bitter. It is a premium beer with a pure, characteristic, full flavour that ensures the optimal beer experience.
Pilsner Urquell is imported from the Czech Republic and will be highly selectively distributed within the Netherlands. The beer will be available on tap and/or in 330ml bottles at exclusive restaurants, selected bars, and specialist off-licences.
Just like Grolsch, Pilsner Urquell is one of SABMiller's major international beer brands. A growing number of consumers are becoming increasingly keen to sample new beer brands and experiences. By launching this authentic Czech beer in the Netherlands, Grolsch and SABMiller wish to offer their customers a distinctive and individual alternative to the range of beers currently available in the Netherlands.
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About Pilsner Urquell
Pilsner Urquell is literally translated as ‘Pilsner from the original source', and originates from Pilsen in the Czech Republic. The beer is still produced with the same ingredients and in accordance with the same process as in 1842. Pilsner Urquell has a noticeably floury aroma and a unique, intense hop flavour that is famed for its delicate balance between subtle sweetness and velvety bitterness. The richness of the beer is optimally highlighted at a serving temperature of 7°C. In addition to the Czech Republic and the Netherlands, the Pilsner is also available in the UK, Belgium, Italy, Denmark, the USA, Russia and Germany.
Koninklijke Grolsch N.V. has a history that dates back to the year 1615, making it one of the oldest and most successful breweries in the Netherlands. Grolsch is active in the drinks markets in the Netherlands and a great many other countries. Grolsch enjoys a position as a premium brand throughout the world, with a central role being played by the unique Grolsch values of distinctive flavour, top quality, tradition, aspiration, authenticity and shared enjoyment. Since 2004, Grolsch has been based in a modern brewery complex in Enschede. Since February 12, 2008, Grolsch has been a subsidiary of SABMiller plc.
SABMiller plc is one of the largest brewing concerns in the world, with interests in both brewing and distribution throughout six continents. The group's extremely broad brand portfolio includes international premium beers such as Grolsch, Miller Genuine Draft, Peroni Nastro Azzuro and Pilsner Urquell, in addition to leading local brands such as Aguila, Castle, Miller Lite, Snow and Tyskie. Furthermore, SABMiller is one of the world's leading 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 [28/06/2010].