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The first winner of Sarmat’s “Compare the Quality” campaign evaluated the achievements of the best European brewers (Translation)

9 August 2011

The Sarmat's promotional campaign "Compare the Quality", conducted in all regions of the country in the middle of the beer season, has just ended. The first winners of the campaign lottery have recently returned from their trip to one of Europe's beer capitals, Brussels.

The "Compare the Quality" campaign was conducted from early May to mid-June 2011 and involved all the regions of the Ukraine. Lottery participants had to be at least eighteen years old. Over the course of 8 weeks, the participants were able to win a tour for two to one of the European countries with ancient brewing traditions: England, Belgium, Germany, Holland, and the Czech Republic. Besides the tours, the campaign winnings included instant prizes, such as cell phone cards (7-800 hryvnas), and goods from Sarmat's web-store. 

Valentina Pafnutieva from Marganets, Dnepropetrovsk region, became the first winner of the tour to Belgium. On this exciting trip to a "beer kingdom", Valentina and her husband had a chance to compare the quality of "Sarmat" beer, produced at the Ukrainian branch of SABMiller, with the best Belgian beers.

"I never thought that this fairytale could become a reality. When participating in the campaign, we didn't have the slightest hope that we would win one of the main prizes, the trip to Belgium", says Valentina. "Brussels surprised us by its architecture, cultural legacy and the variety of tasty Belgian beers. After having visited one of the most famous beer capitals, we have every reason to say that our ‘Sarmat' is no worse than Belgian beer. Now we are absolutely sure of it!"

Very soon, another seven campaign winners will be able to compare the quality of the Ukrainian beer with the best European beer samples in Amsterdam, Munich, Prague, Berlin and London.

Contact details
Valentin Boinitsky
Head of Corporate Affairs, 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 the 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 Ukraine under license), Velkopopovicky Kozel (Czech premium brand, produced in Ukraine under license) and Amsterdam Mariner (Dutch brand, produced in Ukraine under license).

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 [05/08/2011].

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