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Non-Pasteurized Gambrinus Offers a Unique Tasting Experience

5 March 2013

Plzeň, March 4, 2013 – Plzeň brewery Gambrinus has decided to expand their beer portfolio. They are offering non-pasteurized “G”, a beer with much more significant, fresh flavour to all fans of Czech beer. The taste comes from the special process of microfiltration. Czech beer lovers may order non-pasteurized “G” from taps starting on March 4. It will be available only on taps, in more than 1.000 selected restaurants and pubs.

Non-pasteurized “G” beer is full of life
The non-pasteurized “G” is brewed by Pilsen brew-masters from high quality, natural materials according to a traditional, Pilsen recipe. It’s not influenced by pasteurization, and thanks to careful handling during the final stage of the brewing process – the microfiltration - it retains the strong taste, aroma, and crystal clarity of Czech beer. Beer lovers may enjoy it in more than 1.000 restaurants and pubs. ”We are not going to make it available in bottled form,” Vojtěch Homolka, marketing brew-master of Gambrinus brands announced: ”We would like to offer our guests something special in the pubs. Something, they cannot get anywhere else. That is why we have prepared the non-pasteurized “G” this way. Combined with a precise temperature and perfect draw into the right glass that, thanks to its classic shape, supports the stability and the beauty of the beer foam, it will offer a unique experience from lively beer to all beer lovers and enthusiasts.” He also added with a smile: ”I am convinced that in our pubs, now more than ever before, we will be able to hear Hrabal’s famous: “Mary, Mother of God. What is the beauty you have brought me in that glass, waiter.“

Non-pasteurized “G” is Czech beer
Just like other varieties of the Gambrinus brand, non-pasteurized “G” is the bearer of the prestigious trademark “Czech Beer.” Consumers are thus assured that products bearing the mark are truly Czech beer made in the Czech Republic, from high quality Czech materials, according to traditional brewing procedures.

The number of Czech beer lovers is falling
One of the reasons to introduce non–pasteurized “G” to the market is the ever falling number of visitors to Czech pubs, and their taste for something new that is unavailable anywhere else. This is according to a wide survey conducted by Gambrinus brand before the launching of the novelty. Nearly one fifth (16%) of respondents did not visit any gastronomic operation during the last three months of the last year. 35% of those who did said they visit less often than they did two or three years ago. They would rather stay home. During the last three months of last year, 47% of respondents tried some kind of novelty beer. That is more than with hard drink novelties (13%) or soft drink novelties (22%).

Contact:
Vladimír Jurina     
Brand PR manger      
Phone: +420 724 617 886  
Email: vladimir.jurina@pilsner.sabmiller.com  


Notes for editors:
- Gambrinus Premium beer was the only Czech beer awarded at the international tasting competition, The International Brewing Awards 2013 – among the beer brewing palls known as The Brewing Oscar. 40 brew-masters from 16 countries evaluated more than 800 beers from all around the world. Gambrinus Premium won silver medal in the Classic Lager category.
- The wide portfolio of Gambrinus brand consists of Gambrinus Original 10°, Gambrinus 11° Excellent, Gambrinus Premium light lager, and Gambrinus Dry with low sugar content.
- Starting in 2012, Gambrinus added Gambrinus Crisp Lemon, and Gambrinus Lime & Elderberry products to its portfolio. These are mixed beer drinks. They are typical for lower alcohol content and refreshing taste.
- Thanks to following the original brewing recipes typical for Czech beer, and also thanks to the use of traditional Czech beer brewing materials, Gambrinus is entitled to use the quality  trademark “Czech Beer.”
- The history of Gambrinus brand goes way back to 1869. Gambrinus beer has won the hearts and minds of its consumers thanks to its high quality and the preservation of original brewing procedures.
- Gambrinus is part of Plzeňský Prazdroj Inc. portfolio.  PP is a member of SABMiller plc. With total sales of nearly 9.9 million of hectolitres during the calendar year of 2011 (including licensed productions 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.
- 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. SABMiller portfolio includes important international Brands such as Grolsch, Miller Genuine Draft, Peroni Nastro Azzurro, and Pilsner Urquell, as well as almost 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 4th March 2013.

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