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The brewery is opening a new store for tourists (Translation)

13 August 2010

Plzeň, August 12, 2010 - The Plzeň brewery has a new attraction for tourists. A modernised souvenir shop in the courtyard will offer tourists from all around the world more than 500 items from the portfolio of beer-related gifts from Plzeň, especially the Pilsner Urquell and Gambrinus brands. The full inventory is also available through an e-shop, where tourists and fans of beers from Plzeň can also buy souvenirs; the e-shop is at It opened in April of this year and is already expediting its one-thousandth order.

Every year, the number of visitors to the brewery and to the souvenir shop increases.  Last year alone, the shop sold about 150,000 items or gifts, and the brewery is expecting an increase in demand of about 20%. The new layout of the store is better suited for a higher volume of customers and is also in tune with modern architectural trends. Renovation of the store took two months. "We accomplished everything in record time. We hope that customers will like the new design of the store and we hope that they will appreciate the improved services," says Zdeněk Vik, Manager of Commercial Services of Plzeňský Prazdroj.

The souvenir shop in the courtyard of the brewery first opened in 2002 and has since undergone several renovations. In its newest design, it will now offer visitors items related to beer and to the Pilsner Urquell and Gambrinus brands, with a new assortment of t-shirts and hats, including those for golfers and cyclists. This year's new items also include a collection from the Gambrinus league, which will be launched during the last weekend of August at the Pilsner Fest. There are more than 500 items in the store.

"The brewery in Plzeň is one of the most important tourist destinations in the Czech Republic. Most of the more than 200,000 people who visit the brewery want to take at least a small souvenir with them. We updated the store to be able to better present our merchandise and to better serve our customers," adds Zdeněk Vik, Manager of Commercial Services of Plzeňský Prazdroj.

Since this spring, Plzeňský Prazdroj has been offering the option to buy things in the e-shop. "This type of shopping is growing in popularity in the Czech Republic. Interest in buying our souvenirs online has surpassed our expectations. At the end of July, we had already expedited our one-thousandth order. The thousandth customer was given a gift bag with a new item from Plzeňský Prazdroj - a beer, Master, which is also now available at the e-shop," adds Zdeněk Vik.

Notes to editors:

- Activities at Plzeň Prazdroj for visitors of the city of Plzeň include the Visitors' Centre, sight-seeing tour of the brewery, two souvenir shops, the Beer Museum and the historical underground area in the city centre. The brewery is one of the most attractive tourist destinations in the Czech Republic.

- In 2009, more than 216,000 visitors from all around the world visited the brewery, the Beer Museum and the Historical Underground in Plzeň.

Jiří Mareček
Plzeňský Prazdroj
724 617 219

This SABMiller subsidiary news release has been translated from its local market language to English language for publication on 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 [12/08/2010].

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