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Prazdroj Awarded China Outbound Tourism Quality Service Label (Translation)

17 February 2012

Plzeň, February 15, 2012 - Plzeňský Prazdroj is so far the first and only destination in the Czech Republic, outside of Prague, that was awarded the China Outbound Tourism Quality Service Label. The certificate is awarded to select tourist destinations based on strict criteria specially aimed at the level of equipment and overall appeal of a destination. The certificate, awarded for a year by the China Outbound Tourism Research Institute, is therefore a guarantee of high quality services.

Only a few dozen destinations, located in some of the most favourite tourist places in Europe, USA, and Asia, currently own the internationally recognised Chinese label. And now, Plzeňský Prazdroj placed itself right beside some of the most important tourist attractions in Paris, London, Milan, Abu Dhabi, Singapore, Kuala Lumpur, and Auckland. Especially renowned tourist destinations and key tourist hot-spots, as well as luxury boutiques selling exclusive merchandise, and tours operators in different countries focusing on Chinese clientele are among the owners of the Chinese label.

The list of places included in the programme was first generated in August 2010, and it now contains 89 destinations in 13 countries. Eight destinations represent the Czech Republic. Seven of them, all luxury merchandise stores, are located in Prague. Plzeňský Prazdroj is therefore the first tourist destination, and so far the only one, outside of Prague.

Tourists and travel agencies are informed about the certified destinations in various forms. Among the strict criteria for this certification are especially: uniqueness of offered products or services, good accessibility, high standard of services, and a perfect infrastructure.  Safety and language capabilities of personnel, tours, and publications are other necessary conditions to be met.

"Being ready was our great competitive advantage.  Besides the obligatory English, we have published basic printed materials and information in Chinese, and added a Chinese version of the movie, the Plzeňský Prazdroj Story, to the Pilsner Urquell tour as a reaction to our increasing number of Chinese-speaking visitors.  In the past, we were able to provided guided tours in Chinese during selected occasions," Tomáš Raboch of Plzeňský Prazdroj said.

More than one million people visited the tourist destinations of Plzeňský Prazdroj, Prazdroj and Gambrinus breweries, Plzeň Historic Underground, and the Beer Brewing Museum last year.  Tourists from Asian countries played a major role in this record number of visitors. Nineteen thousand visitors came from China to explore Plzeň beer brewing traditions. A 60% annual increase was seen in the level of interest of Chinese tourists.

The certification process takes several months. To qualify, the destination must receive a recommendation from a recognised tourist institution based in the region. Plzeňský Prazdroj received its recommendation from its long-time business partner, CzechTourism Agency. The certification of the high-quality services is displayed in the form of award plaques at the entrance to the brewery, and more information is available on the internet.

Notes for editors:
- With total sales of nearly 10 millions of hectolitres during the calendar year of 2011 (including licenced production abroad), and with exports to more than 50 countries worldwide, Plzeňský Prazdroj Inc. is the preeminent beer producer in the region and the biggest exporter of Czech beer.
- Plzeňský Prazdroj Inc. is the member of SABMiller plc. group. Pilsner Urquell is the international flagship brand of the SABMiller brand portfolio.
- SABMiller plc. is one of the world's biggest beer brewing companies, with beer brewing activities or distribution in more than 60 countries across six continents. The SABMiller portfolio includes such important international brands as Grolsch, Miller Genuine Draft, Peroni Nastro Azzurro, and Pilsner Urquell, as well as almost 200 successful regional and national brands.

Jiří Mareček
Phone: +420 724 617 219

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 [15/02/2012].

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