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Will Czech Representative Succeed At The Open This Year Again?

19 July 2012

Plzeň, July 18, 2012 - Czech golfers will not take part at The Open this year, however, at this most famous and the most prestigious golf tournament, the Czech Republic will be represented by its beer. Four years in a row, Pilsner Urquell has been the partner and the official sponsor of the event. Organisers have prepared 86,000 pints of Pilsen lager for visitors of The Open in Royal Lytham & St.Annes (1 pint = 0,5683 litres).

The Open is one of the 10 most anticipated sport events of the year. About 200,000 visitors come there in person, and more than 500 million viewers watch it on TV.
"We have been affiliated with The Open since 2009. It is one of the most important golf tournaments there is. It is like Wimbledon in tennis, or perhaps the Master League Finals in soccer. We are honoured by the union of the two legends: The Open, which for 152 years has navigated the development of the golf world, and Pilsner Urquell beer, which is celebrating its 170th anniversary this year, and according to which two thirds of beers of the world are brewed," said Dalibor Vainer, Marketing manager of Plzeňský Prazdroj.

The official part of the tournament starts on Thursday, July 19. Visitor participation is going to be traditionally high, so consumption of Pilsen beer depends primarily on weather, which is quite unpredictable in Scotland. The organisers are, however, prepared for anything. More than 100 well-trained barkeeps will offer well-chilled and skillfully-drafted Pilsner Urquell to the visitors. "Interest in our beer has increased each successive year. We sold 200,000 pints of Pilsner Urquell at The Open over the past three years, and that is about 230 thousand classic halflitres. We have prepared 86,000 pints of beer for this year," Dalibor Vainer added.

2012 brings two main events for the representation of Pilsner Urquell beer in Great Britain: a day after the conclusion of The Open tournament, Summer Olympic Games 2012 will start in London. There, Pilsner Urquell will introduce itself as the general partner of the Czech Olympic Team.

Pilsner Urquell And Golf

Pilsner Urquell has been a golf partner since 2001. Pilsner Urquell and golf are connected mainly by honouring traditions and calling for values of fair play that are important in sports as well as in business. In the Czech Republic, Pilsner Urquell's association with main golf courses is known primarily thanks to its partnership with the Czech PGA Tour. In 2012, this cooperation continues through a partnership with Casa Serena Open, the event held as part of the Senior European PGA. Pilsner Urquell brand is also a partner of other internationally recognised golf events in Europe and in South Africa.

For more information contact:

Vladimír Jurina
Plzeňský Prazdroj
p: +420 724 617 886

Notes for editors:

- Plzeňský Prazdroj Inc. and the Town of Plzeň are long-time partners in the field of marketing cooperation in tourism. Founded on the Declaration of Mutual Cooperation, Plzeňský Prazdroj Inc supports many cultural events in Pilsen, and the Town of Plzeň is a traditional co-organiser of Pilsner Fest
- With total sales of nearly 9.9 million 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.
- Plzeňský Prazdroj Inc. is a 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. 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 18/07/2012.

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