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Exclusive Sarmat as a gift to Shakhtar (Translation)

6 July 2011

Ukrainian soccer fans and other beer lovers, get ready to be surprised by Sarmat: we launched the exclusive Sarmat Light beer in honour of Shakhtar soccer club's 75th anniversary.

Only 3 mln "anniversary beer" bottles (0.5.l) will be available for sale across the Ukraine.

The launch of the Sarmat limited release is one of the many events to celebrate the anniversary of the legendary soccer club. On the 14thof May, Sarmat sponsored the festivities held at Donbass Arena to celebrate the 75th anniversary of Shakhtar. Before that, Sarmat carried out a promotional campaign «З Днем народження, Шахтар!» ("Happy Birthday, Shakhtar!") giving soccer fans a chance to record a personal video greeting for the team. Seventy-five finalists of the contest were invited to the show at Donbass Arena, and 15 winners formed a team for аn unprecedented mini-match between Shakhtar and Sarmat.

A special new label was designed for the anniversary release. The new look of Sarmat combines the traditional brand colours of Shakhtar, bright orange and black, and the greeting «Шахтар. 75 років перемог!» ("Shakhtar. 75 years of victories!") as a sign of appreciation for the team's many achievements.

According to Peter Smith, Marketing Manager of Miller Brands Ukraine, "Launching a limited release of Sarmat beer is another way for us to celebrate the 75th anniversary of Shakhtar with its fans. Sarmat and Shakhtar have been friends and collaborators for many years. For example, fans always enjoy a bottle of Sarmat while watching a match played by their favourite team at their ultramodern home stadium, Donbass Arena. This festive release will let citizens of Donetsk and other soccer and beer fans all over the Ukraine properly celebrate the anniversary of the club."

Contact details
Valentin Boinitsky
Corporate Affairs Manager, Miller Brands Ukraine, a subsidiary of SABMiller plc
tel. +380 (44) 393 2676 ext. 6732, mob. +380 (50) 312 0244,

About SABMiller plc

SABMiller plc is one of the world's largest brewers, with brewing interests and distribution agreements across six continents. The group's wide portfolio of brands includes premium international beers such as Pilsner Urquell, Peroni Nastro Azzurro, Miller Genuine Draft and Grolsch, as well as leading local brands such as Aguila, Castle, Miller Lite, Snow and Tyskie.  SABMiller is also one of the world's largest bottlers of Coca-Cola products.

About Miller Brands Ukraine

PJSC Miller Brands Ukraine is a subsidiary of SABMiller plc. In July 2008 SABMiller plc acquired 99.84% of JSC Sarmat. At the end of 2010 the company changed its name from JSC Sarmat to PJSC Miller Brands Ukraine. The brand portfolio of Miller Brands Ukraine includes local brands like Sarmat and Zhygulivske, as well as well-known international brands: Miller Genuine Draft (imported), Zolotaya Bochka (Russian premium brand, produced in the Ukraine under licence), Velkopopovicky Kozel (Czech premium brand, produced in the Ukraine under licence) and Amsterdam Mariner (Dutch brand, produced in the Ukraine under licence).

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 [29/06/2011].

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