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Seventy Percent Of Czechs Would Like To Celebrate Father's Day (Translation)

11 June 2012

Plzeň, June 7, 2012 - Father's Day, not yet recognised in the Czech Republic and not yet established within the Czech calendar, would be a welcomed holiday for an ever-growing number of Czech people. The research backed by Pilsner Urquell* shows that 72 percent of respondents would like to celebrate Father's Day, and 61 percent of the total would even like to see it recognised as an important holiday.

Fifty-four percent of respondents (about 18% more than last year) knew about Father's Day. The interesting fact is that significantly more women (61%) than men (46%) were aware of it. "Family is becoming more and more fragile and rare a union. The decision to have children is becoming a matter of free choice. Census results show that transformation of the emotional union into parenthood is more and more difficult. That is why today, motherhood and fatherhood plays much deeper and less formal roles. To reveal one's feelings to a father same as to a mother was not very common before. However, today, to express one's feeling for a father is becoming more and more commonly welcomed. Fathers, even us, fathers of already grown up children need to feel loved more than ever before," sociologist Ivan Gabal commented.

The research concentrated not only on overall knowledge of the existence of the Father's Day holiday but also reactions and approaches of respondents to it. Seventy-two percent of respondents answered "yes" or "probably yes" to the question: Should Father's Day be celebrated? The three most common answers to the question of how Father's Day should be celebrated were: thank you to a father, giving a gift to a father, and getting together with a father for a beer. More than 61% would welcome establishing of Father's Day as an important holiday.

Pilsner Urquell standing behind the research builds on traditional values and in the same spirit supports the celebration of Father's Day. "The research uncovered yet another interesting fact for us: People who have better knowledge of the existence of Father's Day, and those who are keener to recognize it, are also fans of Pilsner Urquell beer,"  Jan Šolta, Pilsner Urquell Brand Manager said.

Father's Day, first initiated on June 19, 1910 by Sonora Smart Dodd as a thank you to her dad who alone raised five children, is celebrated in U.S.A. but also in Germany, Austria and many other countries around the world. In the Czech Republic, it is Pilsner Urquell that advocates the recognition of the holiday, together with League of Open Fathers that repeatedly calls for open discussion and inspires celebrations of this holiday in many Czech cities.

Learn more about Father's Day at www.den-otcu.cz.

*The research was conducted by IPSOS Agency between May 3, and May 8, 2012 using a population sample of 1045 respondents

For more information contact:
Vladimír Jurina, Plzeňský Prazdroj, phone: +420 724 617 886
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Notes for editors:

- With its total sale of 9,9 million hectolitres during the calendar year of 2011 (including licenced 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 a member of SABMiller plc. group. Pilsner Urquell is the international flagship brand of the SABMiller brand portfolio.
- SABMiller is one of the world's biggest beer brewing companies with beer production and distribution activities in more than 60 countries across six continents. SABMiller's brand portfolio includes such important brands as Pilsner Urquell, Miller Genuine Draft, Grolsch, Peroni Nastro Azzurro, and many other successful regional 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 [07/06/2012].

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