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Pilsner Urquell’s International Master Bartender competition is coming to the Netherlands (Translation)

28 July 2011

Royal Grolsch N.V.

Enschede, July 26th, 2011

Which bartender has the most knowledge and skills of the trade and of Pilsner Urquell?

On August 22, 2011, quality beer brand Pilsner Urquell will organise the Dutch finals of the Pilsner Urquell Master Bartender for the first time. At Librije's Zusje in Zwolle, 21 participants from all over the Netherlands will compete for a spot at the international finals in Prague. Under the slogan "Pure Passion, Pure Pilsner," the big question of Master Bartender is who has the most knowledge, skill and passion for the quality treatment of beer in general, and of the brand Pilsner Urquell in particular? Based on several assignments, a panel of experts will select the Master Bartender, Netherlands, 2011.

International Master Bartender 2011
The Dutch winner will go on to the international finals, which will take place this year for the sixth time, on October 5th in Prague. That is the day on which, in 1842, the world's first pilsner was brewed. The International Master Bartender is one of the most important beer competitions. Seventeen finalists, picked from 4000 participants from different countries, will compete against each other and have a chance to win the grand prize of 10.000 euros and an internship for two months at a renowned establishment in a foreign country.

Bartender's role is essential
With the Master Bartender 2011, premium beer brand Pilsner Urquell aims to stimulate good hosting, optimum treatment and perfection in the pouring and presentation of the quality beer amongst bartenders. No matter how meticulous Pilsner Urquell is in the brewing process and transportation of its beer, in the end it's the bartender's job to serve his or her customers a perfectly poured and presented Pilsner Urquell.

During the Master Bartender 2011, participants will be subjected to a written test, a blind tasting, in-depth interviews with experts from the industry, and, of course, they will have to display their pouring techniques and presentation, a pouring technique that is completely different by Dutch standards in comparison to regular draught beer. The presentations will be judged by a panel of experts, consisting of beer connoisseurs Hans Glandorf and Sander van Werkhoven and representatives from Grolsch and Pilsner Urquell.

Editorial information
For more information and/or photo materials, please contact:
Weber Shandwick Nederland
Shelly Delwel or Talitha Dirkzwager
T: 070 312 10 70 or

About Pilsner Urquell
Pilsner Urquell literally means "pilsner from the original source" and stems from Pilsen, Czech Republic. The beer is still brewed using the same process and the same ingredients as used in 1842. Pilsner Urquell has a remarkably floral bouquet and a unique, intensely hoppy flavour, which is praised for its fine balance between subtle sweetness and velvety bitterness. The rich character of the beer is best experienced at a drinking temperature of 7°C. Aside from the Czech Republic and the Netherlands, one can also enjoy this beer in England, Belgium, Italy, Denmark, the United States, Russia and Germany, among others. Pilsner Urquell is distributed very selectively in the Netherlands and can be enjoyed on draught, as well as in 33 cl bottles at exclusive restaurants, specific beer cafés, beer speciality stores and in specialised liquor stores. The marketing, sales and distribution activities of Pilsner Urquell in the Netherlands are the responsibility of Grolsch.

About Grolsch
Royal Grolsch N.V. is a company with a history that dates back to 1615. This makes Grolsch one of the oldest and most successful breweries in the Netherlands. Grolsch is active in the Dutch market, as well as in a large number of international beverage markets. Grolsch holds a premium world position in which unique Grolsch values such as taste, top quality, tradition, aspiration, authenticity, uniqueness and shared enjoyment are central themes. Since 2004, Grolsch has been based at a modern brewery complex in Enschede. Since February 12, 2008, Grolsch has been a subsidiary of SABMiller plc.

About SABMiller
SABMiller plc is one of the world's largest brewers, with brewing interests and distribution agreements across six continents. The group's wide portfolio includes international premium beers such as Grolsch, Miller Genuine Draft, Peroni Nastro Azzurro and Pilsner Urquell, 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.

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 [26/07/2011].

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