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SABMiller launches Pilsner Urquell in the Netherlands

14 July 2010

This month SABMiller, one of the world's leading brewers, launches the original pilsner - Pilsner Urquell - in the Dutch market. This reflects the growing number of consumers in the Netherlands who seek to discover new, but authentic, experiences. The heritage, provenance and premium positioning of Pilsner Urquell is ideally suited to appeal to these consumers. 

Petr Dvorak, Global Brand Director for Pilsner Urquell, said "The Dutch are well-known for their appreciation of great beers, but there is an emerging group of consumers looking for new but authentic brands offering something different. Pilsner Urquell, the original pilsner, has genuine provenance and quality - characteristics that are important to discerning beer drinkers."

Pilsner Urquell is inextricably linked with its birthplace of Pilsen, located in the historical Central European region of Bohemia in the modern-day Czech Republic. The beer is still produced with the same ingredients and in accordance with the same process as in 1842. The high-quality ingredients - locally produced malted-barley, crystal clear Pilsen spring water, hops from Saaz and the secret ‘Pilsner H' yeast - give Pilsner Urquell the pure taste of the original Pilsner. Pilsner Urquell, with an alcohol percentage of 4.4%, has a distinctive hop flavour which strikes a wonderful balance between sweet and bitter. It is a premium beer with a pure, characteristic, full flavour that ensures the optimal beer experience.

Pilsner Urquell will be imported from the Czech Republic and will be selectively distributed within the Netherlands. The beer will be available on draught and in bottle format at exclusive restaurants, selected bars, and specialist off-licences.


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.

In the year ended 31 March 2010, the group reported US$3,803 million adjusted pre-tax profit and group revenue of US$26,350 million. SABMiller plc is listed on the London and Johannesburg stock exchanges.

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Bianca Shevlin
Corporate Media Relations Manager
SABMiller plc
t: +44 7659 0172

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