Pilsner Urquell Continues Historic Cooperation with the National Theater
19 April 2013
Praha, April 17, 2013 – Starting today, the Pilsner Urquell brand restarts its prior partnership with the National Theater. This cooperation is a logical junction of the two icons that represent the originality of Czech cultural wealth.
The cooperation of Plzeňský Prazdroj and the National Theater has a long and respectable tradition. Already in 1880, Plzeňský Prazdroj, then known as Burghers' Brewery, contributed to the building of the theater and so became “The honourable member of the association for establishing of the National Theater in Prague.” After the fire in 1881, the brewery contributed to the reconstruction of the destroyed theater again during the movement called “The Nation for its People.”
Plzeňský Prazdroj Company, however, cooperated with the National Theater not too long ago too. During the second half of the last decade of the last century, the company was the general partner of the National Theater's Opera company and Pilsner Urquell beer was used as a prop on stage during the production of The Bartered Bride, for example. Today, the company continues the tradition with the newly signed partnership between the Czech foremost theater scene and Pilsner Urquell brand, and thus becomes “The Partner of The National Theater Productions.”
“Pilsner Urquell is a part of many important events and it is not absent at the centre of the cultural life of the country. The National Theater always stressed the highest quality combined with originality and so does Pilsner Urquell. Therefore, I am extremely glad that starting today, the partnership between the two icons of Czech cultural wealth will continue,” marketing director of the company Grant McKenzie commented on the newly signed partnership.
Marketing director of the National Theater Michal Janovský shared similar feelings: “We are extremely happy to welcome Pilsner Urquell in the company of our honourable partners. The history and the character of the brands are very good prerequisites for the long lasting cooperation.”
The contract was signed by the acting director of the National Theater Václav Pelouch and marketing director of Plzeňský Prazdroj Grant McKenzie. Pilsner Urquell lager will now be on tap exclusively during all premieres and other important events of the National Theater stages that is the National Theater, the State Opera, the New Stage, and the Kolowrat Theater. The first premiere that will also be the premiere of the partnership will be the production of Josef Mysliveček's opera Olimpiade in the Estates Theater on May 2, 2013.
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Notes for editors
- With its total sale of nearly 9.9 million hectolitres during the calendar year of 2012 (including licenced productions abroad) and with its export to more than 50 countries worldwide, Plzeňský Prazdroj Inc. is the preeminent beer producer in the region and the biggest exporter of the Czech beer.
- Plzeňský Prazdroj Inc. is a member of SABMiller plc. group. Pilsner Urquell is the international flagship brand of the SABMiller brand portfolio.
- SABMiller plc. is one of the world’s biggest beer brewing companies with beer brewing activities or distribution in more than 60 countries across six continents. SABMiller portfolio includes important international Brands such as Grolsch, Miller Genuine Draft, Peroni Nastro Azzurro, and Pilsner Urquell, as well as almost 200 successful regional and national 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 17th April 2013.