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Radegast Confirmed Its Position Of Moravia’s Best-Selling Beer Brand Last Year

27 January 2009

OVER 80 PERCENT OF OSTRAVA'S CITIZENS CONSIDER RADEGAST TO BE THE BEST MORAVIAN BEER

Nosovice, January 26th 2009 - Radegast celebrates its 38th anniversary this January. Beer drinkers have enjoyed 51.5 million hl of beer since the brewing of the first batch, and as a traditional drink of Moravian beer drinkers, Radegast established itself as the favorite and best-selling beer in Moravia. The brand achieved success also during last year: while the sales of the entire beer market decreased roughly 3 percent annually, Radegast's popularity went up with sales increasing by more than 3 percent. Nonalcoholic beer Radegast Birell was also successful with a 15 percent gain.

Radegast brewery manager Ivo Kaňák explains the reasons for sales increase: "Radegast has a 38-year tradition. The whole time we have been carefully monitoring the recipe for the beer, whose bitter taste is liked by everyone in Moravia, but in Bohemia as well. However our brand is major mostly in the North of Moravia, in Ostrava region."

According to the spring research of TSN Aisa agency, almost three quarters of citizens of Ostrava consider Radegast to be the beer brand that represents the Moravian-Silesian region best. On top of that, more than 80 percent of respondents opined that Radegast is the best beer produced in Moravia.

A large share on the total growth of Radegast brand's sales is held by Radegast Birell. It saw a 15 percent increase in 2008. 

In 2008, Radegast also successfully represented its hometown Nošovice abroad. In May, during the world's most major competition of beer brands World Beer Cup 2008 in Höhr-Grenzhausen, Germany, Radegast Birell was announced as the best nonalcoholic beer in the world.

January is traditionally a month when the Nosovice brewery commemorates the anniversary of launching the first batch to market. Radegast brewery delivered 51.5 million hl of beer since 1971. Such a volume, put to a row of standing bottles, would nearly reach the distance from the Earth to the Moon and back. Its length would be around 720 thousand km.


Notes for editors:

  • With total sales of more than 10.7 million hectoliters in the year 2008 and with exports to more than 50 countries worldwide, Plzeňský Prazdroj, a. s., is the leading beer producer in Czechia and the largest exporter of Czech beer. Plzeňský Prazdroj's main brands in the Czech Republic are Pilsner Urquell, Gambrinus, Radegast, Velkopopovický Kozel and nonalcoholic Radegast Birell.
  • Plzeňský Prazdroj produces beer in three breweries in the Czech Republic - in Plzeň brewery, Radegast brewery and Velké Popovice brewery. There are 13 commercial distribution centers ensuring supply in respective regions of the republic.
  • The Plzeňský Prazdroj company fully understands its responsibility towards environment and has accepted the policy of environment protection as one of its business principles. It engages especially in care for water resources, industrial waters cleaning, minimization of CO2 and other emissions, recycling, energy savings and increasing efficiency of transport.

• Plzeňský Prazdroj, a. s., is a member of SABMiller plc, the second largest global brewing company worldwide with brewing interests or distribution agreements in over 60 countries across six continents. Pilsner Urquell is the international flagship of the portfolio of SABMiller brands.


Contact:
Jiří Mareček
Press agent
+420 724 617 219

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