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Pilsner Urquell International Competition of Bartenders Begins (Translation)

29 April 2011

This Year, Czech Republic is to Defend the Cup

Praha, April 28, 2011 - The sixth year of the Pilsner Urquell Master Bartender Competition is just starting to accept applications from skilful bartenders, tap-masters of Plzen lager who want to measure their skills and make it to higher-level rounds and then all the way up to the national round, which will be held in August. The best Czech bartender will win not only the cup but also a free supply of beer for a year, and will proceed to the international finals in October. Lukáš Svoboda of Prague Konvikt became the international winner. He will show his art at the Prague Food Festival in May.

"Pilsner Urquell Master Bartender is a competition for any ambitious bartenders who share their enthusiasm for their craft and for Pilsner Urquell Pilsen lager. For an ordinary bartender to become a world champion it is necessary to be able to draw a perfect beer. A charismatic presence, the art of engaging presentation of beer as a unique beverage, knowledge of beer production, beer history, and good beer care are all prerequisites to win," says Václav Berka, senior marketing brewer of Plzeň Prazdroj and one of the adjudicators.

Already in the qualification round, the candidates must prove their theoretical knowledge and wit while solving given tasks. The five best bartenders out of thirty-five competitors in each region will proceed to another round. The "elite twenty" will meet on August 4, in the national round. The winner will become the Pilsner Urquell Czech Bartender Champion and will have a chance to brew his own beer together with Václavem Berkou and take it with him to his own pub or restaurant. In October, the winner will face international competition at the international finals where he or she must present his or her knowledge, charisma, and language proficiency. The best bartender in the world will get 10 000 euro and privileged access to the Plzeň Prazdroj brewery.

Every year more and more people show their interest in representing Pilsner Urquell lager with their rich knowledge and skills. Lukáš Svoboda's victory at the last year's championship is therefore a much appreciated success and homage to the Czech bartending tradition. He himself keeps no secret about the fact that the right amount of enthusiasm is as important a part of the victory as diligence and knowledge. The incumbent master passes his message to this year's candidates: "Do it! It is a great opportunity to better yourself and learn something new about the Czech beer that is passing through your hands every day. The competition helps to open your eyes. You will meet many interesting people from the brewery or from the other pubs."

Thanks to the victory in the finals where he beat rivals from16 countries, Lukáš Svoboda was able to realise his dream project: "I had the idea of Bartending Academy in my head for far too long and it is my dream project. I always wanted to make sure that in each little pub in every little corner of the Czech Republic only well-tended beer will be served. In my Bartending Academy I am trying to pass on to other bartenders the same knowledge and passion for Pilsner Urquell that each finalist of the competition must prove."

The title of the best bartender is good for the restaurant where the winner works as well. It demonstrably increases the sales and ensures public interest. The competition is open to women as well. Last year, Jana Zachariášová from College Club Terč Brno took home second place at the national level facing 250 bartenders from Bohemia, Moravia and Silesia, and with her success has overturned potential prejudice that bartending is purely a man's profession.

The best participants in the competition show their skills at Pilsner Fest, or during the August birthday celebration of Pilsen beers Pilsner Urquell and Gambrinus. This May, the master bartenders will appear as a part of the cooking show Prague Food Festival where the visitors may try to draw beer under their supervision and those handy ones will receive the title "Bartender's Apprentice."

For more information contact:
Vladimír Jurina, Plzeňský Prazdroj, tel. +420 724 617 886

Timetable of events of the Sixth International Pilsner Urquell Master Bartender Competition

April 28 - May 27- application period
Beginning of June - interne qualification round for the selection of 35 competitors to four regional rounds
June 14 - 17 - regional rounds (Plzeň, Praha, Benešov, Brno)
August 4 - national round - finals (Plzeň)
October 4 - 5 - international finals (Plzeň, Praha)

Notes for editors:
- With its total sale of 9.9 million hectolitres in the calendar year of 2010 (including international sales) and with its export to more than 50 countries around the world, Plzeňský Prazdroj, a. s. is the foremost beer producer in the region and the biggest exporter of Czech beer.
- Plzeňský Prazdroj, a. s. is a member of the SABMiller plc company. Pilsner Urquell is the flagship brand of the SABMiller brands portfolio.
- SABMiller plc is one of the world's biggest beer-brewing companies with brewing and distribution activities in more than 60 countries and six continents around the world. The brand group of SABMiller companies includes important international brands such as Grolsch, Miller Genuine Draft, Peroni Nastro Azzurro a Pilsner Urquell and nearly 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 [28/04/2011].

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