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The economic crisis did not affect visitor numbers at the brewery (Translation)

6 August 2009

Sight-seeing tour in the Plzeňský Prazdroj welcomed its 100,000th visitor

Plzen, August 5, 2009 - Tour guides at the Plzenský Prazdroj welcomed today their hundred thousandth visitor on their sight-seeing tour. The tourists are predominately from the Czech Republic, followed by Germans. There have been changes, in comparison with last year's season, probably due to the economic crisis; third place was taken by the Russians, who outnumbered the Taiwanese. The economic crisis did not gravely affect visitor numbers at the most famous brewery in the Czech Republic, and that is mainly due to interesting tours full of variety, as well as the combination of three sight-seeing tours which complement each other. Part of the information and promotion campaign regarding sight-seeing tours of the brewery, of the Beer Museum and Plzen's Historical Underground, is a rich list of summer activities, which offers interesting entertainment for all age groups. It is a tradition that from the beginning of July the brewery courtyard is filled with cultural and social activities, with the main event on September 4-5: the Pilsner Fest.

This year's hundred thousandth visitor stepped through the Plzenský Prazdroj on the historical date of August 5. It was thirty-nine year old Miroslav Charvát from Čestice in the Hradec Králové region. As a thank you, he received a voucher for 1.000.- CZK (55.40 US$) for products of his choice in the Pilsner Urquell  Gift store together with a five liter keg of Pilsner Urquell beer. While other tourist destinations complain about a decrease in visitors due to the recession, the most famous Czech brewery has not been very affected, thanks to its interesting sight-seeing tours. "The only difference with other years is the nationalities that visit it. The first and second positions are traditionally taken by Czechs and Germans, respectively, but Russians replaced the Taiwanese in third place. In the first seven months of this year we welcomed 4247 Taiwanese. Furthermore, 67% of visitors head directly to the brewery, 23% to the Beer Museum and 10% to the historical underground city, which has been recently opened through the beer cellar in the Beer Museum," says Tomáš Raboch, Manager of Tourism at the Plzeňský Prazdroj.

Tourism is very often influenced by aftereffects of an economic crisis. However, some interesting factors can be seen from visitor statistics of the sight-seeing tours of the Plzeňský Prazdroj. "We have noticed a decline in visits in the first three months of this year, which can be explained partially by the economic crisis and also by very cold weather, which is not tourist friendly. But we have been doing well, again, since April. Looking at the overall decrease in tourism, we are very happy that the difference in visits in comparison with last year is declining since, in the last months, we actually exceeded last year's record numbers. Besides diversity and high quality service, the new additional tour of the Plzeň historical underground also helped us in achieving this result," explains Tomáš Raboch. 

Traditionally with the beginning of summer holidays, the type of visitors changes. While June is a month with the most organized tours, their share on the overall number of visitors was 70.5%, while in July and August the predominant majority is by individual visitors. Their share in July was 60%.

Notes to editors:

  • Activities of the Plzenský Prazdroj for visitors of the city of Plzen include Visitors' center, visitors' tour, filling room of the brewery and also the Beer Museum and Plzeň Historical underground in the city center.
  • The brewery has become a social hub of the region, a place where various cultural, educational, and promotional events take place and it is one of the most attractive tourist destinations in the Czech Republic.
  • The beer museum in Plzen is situated in the original brewery, which has been kept in its original state at Veleslavínova Street. It was opened in 1959, for the 100th anniversary of the brand "Plzeň beer."
  • The 800 meter long sight-seeing tour of the Plzen Historical Underground can be accessed from the building of the Beer Museum. A labyrinth of tunnels, cellars and wells was built under the city of Plzen in the 14th century and it is inseparably connected to the present history of the city.

• Yearly, the brewery, The Beer Museum and the Plzeň Historical Underground are visited by close to 200, 000 visitors from all around the world.

Jiří Mareček
Plzenský Prazdroj
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 05/08/09.

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