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Pilsner Urquell defends the German VerkaufsHit award

26 February 2009

THE EXPERTS NAMED PILSNER LAGER THE SALES HIT OF 2008
 
Plzeň, February 24th 2009 - Readers of the German professional journal Getränke Zeitung (Drinks Journal) named Pilsner Urquell lager the brand of 2008 in the segment of premium foreign beers and gave it the VerkaufsHit 2008 award. This it the first time the award was won by one brand in back-to-back years. Pilsner Urquell sales in Germany increased 23 percent year-on-year and it's the best-selling imported beer.

The VerkaufsHit award is given by the experts - readers of the professional journal Getränke Zeitung - based on the confidence in the brand. Pilsner Urquell won the award in the imported beers category for the second time. No other product managed to win in back-to-back years. "German beer market is very competitive, so the VerkaufsHit 2008 award is a big acknowledgement for us. The expert jury's choice is significant by the fact that we managed to defend the victory from last year. This is further recognition of the Pilsner Urquell beer's reputation and quality in the world," says Pilsner Urquell brand manager Karel Kraus.

SABMiller's marketing and distribution support helped the Pilsner Urquell brand to achieve a 23 percent year-on-year growth despite decreasing beer sales in Germany. This year also started with a growing trend. "Pilsner Urquell remains a sales hit not only in the opinion of experts in the ranks of Getränke readers, but also with consumers. They continue to buy the Pilsen lager more even in the beginning of this year and so we achieve a moderate increase of sales despite the problems of German economy. We also managed to increase the price by 6 percent at the turn of the year," adds Mareček, Plzeňský Prazdroj press agent.

Germany is the largest export market for Plzeňský Prazdroj, followed by the United States and Slovakia. Thanks to a strong distribution network, the Pilsner Urquell premium lager is available in 1400 German restaurants. Packaged beer sells throughout Germany in 20,000 stores.

Notes for editors:

  • With total sales of 10.7 million hectoliters in the year 2008 (including the licence production abroad) and with exports to more than 50 countries worldwide, Plzeňský Prazdroj is the leading beer producer in the region and the largest exporter of Czech beer.
  • Plzeňský Prazdroj, a. s., is a member of SABMiller plc global group. Pilsner Urquell is the international flagship of the portfolio of SABMiller brands.
  • With total sales of 10.7 million hectoliters in the year 2008 (including the licence production abroad) and with exports to more than 50 countries worldwide, Plzeňský Prazdroj is the leading beer producer in the region and the largest exporter of Czech beer.
  • Plzeňský Prazdroj, a. s., is a member of SABMiller plc global group. Pilsner Urquell is the international flagship of the portfolio of SABMiller brands.
  • SABMiller plc is one of the largest brewing companies worldwide with brewing interests or distribution agreements in over 60 countries across five continents. The group's brands also include major brands such as Miller Genuine Draft, Peroni Nastro Azzurro, Pilsner Urquell and many other successful regional brands. It is listed on the London and Johannesburg Stock Exchange.

Further information:
Vladimír Jurina, Plzeňský Prazdroj, tel.: +420 257 287 209, +420 724 617 219
Roman Binder, AMI Communications, tel.: +420 234 124 112, +420 724 012 641

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