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The giant nest on Petřín belongs to the Phoenix and to a new beer brand (Translation)

24 February 2012

Praha, February 23, 2012 - The giant nest found in the woods of Prague's  Petřín hill belonged to the mythical bird Phoenix, as well as to a new beer brand of  Plzeňský Prazdroj. Phoenix will launch to the world on February 29, at 7:00 pm, when its unique taste will be made available to the public for the first time at Prague's Strahov Stadium. The birth of Phoenix will be depicted using an innovative and unique video-mapping technology.

Plzeňský Prazdroj is introducing non-traditional beer that differs from the other brands not only by its taste, but also by the way it is introduced on the market. "We enjoy doing things differently, and therefore the birth of Phoenix was to be a fun event too," Dalibor Vainer, Marketing Manager of Plzeňský Prazdroj explained. "That was just a beginning though. We will introduce Phoenix to the world on a day that is kind of an extra addition to this year, on Wednesday, February 29."

Besides a tasting, the public can look forward to a projection of the mythical birth of Phoenix using a special technology of video-mapping on exhaust towers of the Strahov tunnel at 7:00 pm. The projection will show birth cycles during which new, fresh, and original things are born from the legacies of tradition and history.

Phoenix's original brewing recipe came to life in Plzeň brewery itself. "Our brew masters were fine-tuning the final taste with utmost diligence, and they prepared a light beer with a fresh aroma that represents a combination of tradition with a modern world," Dalibor Vainer added.

For more information:
Jiří Mareček, Plzeňský Prazdroj, phone: +420 724 617 219
Vladimír Jurina, Plzeňský Prazdroj, phone: +420 724 617 886

Notes for editors:

- With its total sale of nearly 10 millions of hectolitres during the calendar year of 2011
(including licensed productions abroad) and with its export to more than 50 countries worldwide, Plzeňský Prazdroj Inc. is the preeminent beer producer in the region and the biggest exporter of the 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 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 [23/02/2012].

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