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On New Year’s Eve, use the new Promile INFO “Alcolator” to check blood alcohol levels (Translation)

30 December 2011

Unlike other applications, this one is able to reflect the elimination of alcohol in one's blood during consumption

Praha, December 29, 2011 - A few days ago, responsible drivers were able to put their hands on a new instrument that can help them avoid driving under the influence. Promile INFO service, who informs drivers of their approximate level of alcohol in blood using SMS texts, WAP, or the internet, is introducing a new application. Responsible consumers can download it to their Android Smartphones and iPhones for free. The application called calculates when the alcohol level in one's blood drops down to zero based on the amount and type of alcoholic beverage consumed. Plzeňský Prazdroj Inc. and the company Vodafone are behind the development of the application. During this festive time of Christmas celebrations and preparations for New Year's celebrations, the application became one of the five most popular free iPhone applications, just a few days after its launch.

The main advantage of the application is its independence from a mobile signal, or data stream. "Alcolator" is namely fully functional right after it is downloaded into a phone. The download is available in the Czech language via the App Store, or Android Market.

The application is based on expertly guaranteed samples of Promile INFO proven by biochemical examinations. It offers a wider use when compared to the original version based on SMS text or WAP submission: users can now add consumed alcoholic beverages directly to a timeline, and the calculation is able to reflect the elimination of alcohol in the blood during consumption. The user can easily add to the basic menu of 0.5, l and 0.3 l of beer, 0.1 l of wine, 0.04 and 0.02 l of hard liquor by adding custom parameters for his or her own drink. This part of the application is also a speed-calculator that tells how long it takes for each and every drink to be eliminated.

With its new application, Promile INFO service reacts to the increase in alcohol consumption at the end of the year, reflecting the rising number of Smartphones among users. "To promote the responsible consumption of alcoholic beverages, we are using all kinds of things, and thanks to new technology, we are able to effectively address a big number of responsible consumers who will get immediate and relatively accurate information about the zero level of alcohol in their blood so they can grab the wheel again, for example," says Jiří Richter, Executive Director of SANANIM civic association, which is providing the service. "Our application is unique because we used our longtime experience in the field, figuratively and literally speaking - in the clubs and during big concert festivals," adds Jiří Richter.

Besides SANANIM association, who is the owner and operator of the service, other companies took part in the development of the application such as Vodafone, Motion Media, and Plzeňský Prazdroj Inc., now Promile INFO's main partner for six years, and promote the responsible consumption of alcoholic beverages.

The application is available on the web under the link:

SANANIM Civic Association

The civic association SANANIM is the oldest association of its kind in the Czech Republic (established in 1990), and today is also the largest non-governmental provider of services in the field of prevention, care, treatment, and rehabilitation of those addicted to non-alcoholic drugs. Today, it operates eleven main facilities - Outreach Programmes, Contact Centre, Specialised Health Services CADAS, Day Care Centre, treatment communities Karlov and Němčice, Post-treatment Rehabilitation Centre with subsidised housing and workshop, Drug Addiction Info Centre, Help Centre for Convicts, Work and Social Agency, Parental Advisory Office - and provides a number of growing and additional projects and programmes. The most important are auto-phone advisory and info services (Drug Addict Help Line, Promile INFO, Alkotest, etc.), Roma Field Programme, and Programme for Mothers with Children. Other programmes are aimed especially at education, primary prevention, publication activities, and foreign cooperation.

Plzeňský Prazdroj - responsible producer of beer

Plzeňský Prazdroj Inc. participates in the prevention of the negative impact of excessive and inappropriate consumption of alcoholic beverages, and helps promote the responsible consumption of alcoholic beverages as an individual company or as a part of the Responsible Breweries Initiative. With its total sale of 9.9 million hectolitres in the calendar year 2010 (including its licensed foreign production) and its export activities to more than 50 countries around the world, Plzeňský Prazdroj is the foremost producer of beer in the region and the biggest exporter of Czech Beer. Plzeňský Prazdroj is member of SABMiller plc, one of the biggest beer brewing companies in the world.

For more information contact:

Josef Šedivý, SANANIM Civic Association
Phone: (+420) 602 311 799

Jiří Mareček, Press Spokesperson, Plzeňský Prazdroj
Phone: (+420) 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 [29/12/2011].

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