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Pilsner Urquell and Master to refresh United Islands visitors (Translation)

24 June 2011

Prague, June 21, 2011 - Pilsner Urquell has become a partner of this year's United Islands festival, now in its eighth year. This festival, which runs from June 23 to June 25, is one of the Czech Republic's major music events of the year and attracts around 30,000 fans of the modern music scene. Besides Pilsner Urquell premium lager, visitors of the musical performances will be able to refresh themselves with Plzeňský Prazdroj beers such as Master speciality beers.

Pilsner Urquell is the festival's primary beer, and it will be available in many places on the festival grounds. On Střelecký Island, interested visitors can stop at the Pilsner Urquell Master Bartender tent, where they can learn to draw pilsner beer properly, and they can get valuable information about beer from the reigning world champion in beer-serving, Lukáš Svoboda, and other finalists from the Pilsner Urquell Master Bartender world championship. The best participants will be determined twice a day in competition finals, and the three best participants will receive Pilsner Urquell beer prizes. 

Those wanting to experience pilsner lager in a glass in a relaxed atmosphere can visit a café on a floating pontoon by Střelecký Island, with a beautiful view of Charles Bridge and Prague Castle. Golf and sports enthusiasts can try out a golf simulator and a miniature golf course at Kampa, supplied by Pilsner Urquell. 

"We consider United Islands a top music festival, and I'm glad our Pilsner Urquell premium lager became its partner and, along with Master speciality beers, also the festival's beer. I'm sure our beers can fully satisfy demanding music and beer connoisseurs," says Karel Kraus, Pilsner Urquell and Master brand manager.

Pilsner Urquell will also provide Wi-Fi coverage to all festival visitors at Střelecký Island and Kampa, along with the option to download a brand-new navigation application for smartphones called Pilsner Urquell Navigator. It enables the user to find a restaurant serving Pilsner Urquell beer in a given location or in a user's nearby surroundings.   

The Master speciality beers will have their own stage on Saturday in a quiet area of the festival, on the roof of Jazz Dock near Dětský Island under the name of Master Frivol Battle. There, visitors will get the chance to taste the Master special in all three variations - gold, amber and dark - and to relax in the Master Relax Zone. This stage will also be the scene of improvisational music battles fought by musicians from bands performing at United Islands. The audience will determine which of these performers will win the "Master" title in the afternoon finals, as well as the grand prize of beer donated by Plzeňský Prazdroj.

"Cooperation with our partners is absolutely crucial, and a good beer is an integral part of a music festival. Our first choice was Pilsner Urquell, with its great reputation at home and abroad, which is, naturally, important for us because our festival is attended by a large number of music fans from abroad," said United Islands Festival Director Martin Voňka.

The traditional Prague music festival, United Islands, will transform the historical centre of Prague into a large festival zone for the eighth time. Five main stages will spring up in the area between Žofín, Střelecký Island, Dětský Island and Kampa, where more than 100 bands from 15 countries will perform. This year's United Islands festival invited stars of the British electronic scene Audio Bullys, the Spanish cult band La Troba Kung-Fú, and the young ska-punk band Russkaja. The Czech scene will be represented by award-winning Republic of Two, Dva and Prago Union. Festival organisers expect a turnout similar to last year's, of around 30,000 people - fans who support the idea of a free festival in the centre of Prague.

Further information:
Vladimír Jurina, Plzeňský Prazdroj, phone: +420 724 617 886

Notes for editors:
- With total sales of close to 9.9 million hectolitres in the 2010 calendar year (including licensed production abroad) and with exports to more than 50 countries, Plzeňský Prazdroj is the biggest producer of beer in the region and the biggest exporter of Czech beer.
- Plzeňský Prazdroj, a. s., is a member of the SABMiller plc Company. Pilsner Urquell is an international flagship of SABMiller brands.
- SABMiller plc is one of the biggest global brewing companies worldwide, with brewing activities and distribution in more than 60 countries on six continents. SABMiller's brand group includes such important brands as Pilsner Urquell, Miller Genuine Draft, Grolsch, Peroni Nastro Azzurro and many other successful regional 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 [21/06/2011].

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