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Pilsner Urquell made an Easter cache in Kraslice (Translation)

26 April 2011

Caches in Plzeňský Prazdroj are some of the most attractive ones in Plzeň

Plzeň, April 21, 2011 - Pilsner Urquell, in cooperation with the geocachers from Plzeň, prepared a new geocaching box (multi-cache) in Kraslice - Bublava in the Ore Mountains for this year's Easter. Hence a new tradition is born: after last year's Easter caches, which were at the brewery itself, this year Pilsner Urquell made a new cache in Kraslice. Caches hidden in the actual brewery were the most visited caches in Plzeň last year.

Easter is traditionally a time to open treasures. Those looking can find them with the help of provided instructions and coordinates. The one from Kraslice will be a so-called multi-cache* and besides the standard logbook, where every person looking for the cache writes an entry, he/she will be finding Pilsner Urquell artefacts and chips, which when found, can be exchanged for a half a litre of Pilsner Urquell on tap at the Švejk** Restaurant in Kraslice.
 
"We would like to make the combination of Pilsner Urquell, Easter and looking for caches a new tradition, since Easter is the time to open treasures. That's why, this year, we prepared another Easter cache, this time in Kraslice, and we hope that it will be as successful as the ones in Plzeň," says Karel Kraus, Manager of the Pilsner Urquell brand.

Last year, Pilsner Urquell, together with geocachers from Plzeň, prepared two caches directly here at the brewery at Easter. The traditional Pilsner Urquell cache attracted 682 cachers and the Pivovarská procházka (beer tour) multi-cache attracted "only" 284 people. The difference is only in the time needed to find the caches. A traditional cache can be found de facto by anybody who spends at least a little time at the given place. However, in order to find the multi-cache, one needs an hour, if not more. Therefore, the frequency of visits is logically a lot lower.
In any case, the two caches are the most visited in Plzeň. This may be due to their position, practically in the centre of town, and attractive location - in the courtyard of the brewery. Caches by Plzeňský Prazdroj aren't the only ones in Plzeň and its surroundings. Representatives of the cacher community, Václav and Michal, say that in the area of about 7 km (4.4 miles), there are more than 325 caches, and they add, "Thousands of people in the Czech Republic have fun by searching for caches. In total there are more than 18,000 treasures hidden in the Czech Republic."
The cache box usually features, in addition to a logbook, various small items which are to be exchanged. Besides the actual finding of the cache and an entry into the logbook, people can take a small item and in return can leave something of theirs.

What is geocaching?
Geocaching is a navigational game which combines sports and hiking. It started ten years ago and since then has spread around the world. Currently, there are more than one million hidden caches. The first cache was found in the Czech Republic a year later. They are usually small plastic boxes which hide logbooks and various presents for those who find them. The finders then leave something of theirs in exchange. People look for hidden caches with the help of GPS, but they can be found without it, with the help of a map based on coordinates indicated on the Internet.
*Multi-cache consists of two or more stops. Usually, at every stop, you will receive instructions on how to calculate the coordinates for the following stop, until you reach the coordinates of the final box.
Traditional cache is a box. Its basic description is that it can be found at an exact place indicated by coordinates.
** Švejk restaurant, Bublava 245, 358 01 Kraslice
 
More information:
Vladimír Jurina, Plzeňský Prazdroj, Ph.no. 257 287 209, 724 617 219

Notes to editors:
- With total sales of close to 9.9 million hectolitres in the 2010 calendar year (including licensed production abroad) and with exports to more than 50 countries, Plzeňský Prazdroj a. s., is the leading producer of beer in the region and the biggest exporter of Czech beer.
- Plzeňský Prazdroj, a. s., is a member of the SABMiller PLC Pilsner Urquell group. It is an international flagship of the SABMiller portfolio of brands.
- SABMiller PLC is one of the biggest beer companies in the world, with activities and distribution in more than 60 countries on six continents. The SABMiller group includes important brands such as Pilsner Urquell, Miller Genuine Draft, Grolsch, Peroni Nastro Azzurro and many more successful regional 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 [21/04/2011].

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