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News – 2013

The brewing of the first batch of Pilsner Urquell will be celebrated all around the Czech Republic

9 October 2013

Plzeň, October 8, 2013 – The celebrations of the birth of the legendary Pilsner Urquell lager began on October 5th during the Pilsner Fest, the same day that the first batch was brewed 171 years ago. The celebrations will continue in selected restaurants where the atmosphere of the year 1842 will be enhanced by Pilsen malt-masters and a group of actors in period costumes. The celebrations will occur over 5 weeks from October 11th to November 11th and the show will visit a total of 10 towns and cities. To mark the occasion, more than 300 restaurants will have unfiltered version of the lager on tap.

The travelling show of Pilsner Urquell around Czech towns and cities is prepared to mark the brewing of the first batch of Pilsner Urquell, the celebration of which started during Pilsner Fest on October 5th. As a part of the celebrations, a group of actors and musicians will visit selected towns with the legendary lager in a historic cart, to bring back the atmosphere of 1842. Pilsen malt-masters will travel across the Czech Republic from October 11th to November 11th with lovely barmaids and musicians.

The group of actors in period costumes will visit two to three pubs per day and in every single one of them they will tap an oak barrel with unfiltered Pilsner Urquell lager. They will toast and celebrate the first batch. In more than 300 other pubs, they will have an exclusive variety of unfiltered Pilsner Urquell lager available. Thanks to the mobile app Pilsner Klub (club), it will be possible to find out at which restaurants the unfiltered variety of Pilsner Urquell lager will be available during the celebrations.

The celebrations of the anniversary of the brewing of the first batch of Pilsner Urquell lager and the historic traditions of beer-making craft will not be contained in Pilsen but will take place all around the country. They will celebrate it in Hradec Králové, Pardubice, Cheb, Karlovy Vary, Liberec, Česke Budějovice, Brno, Olomouc, and Ostrava from October 11th to November 11th.

In addition to these celebrations a unique exhibition of drinking glassware is available in the Pilsner Urquell Gallery in Prague, which can be found on U Lužického Semináře Street. There you can see treasures from the large collections of the Beer-making Museum in Pilsen such as nontraditional cups made for the Austrian Emperor, the Pope, and the Grand Duke of Russia, cups from the end of the Monarchy (early 1900), elegant champagne glasses, hand painted double-steins of the First Republic (1918-1939), and nostalgic half-litters of the second half of the 20th century. The exhibition will last for the duration of the celebrations until November 11th, and for a discounted entrance price of 50,- CZK (about 1.5 USD), visitors may also taste unfiltered Pilsner Urquell lager.

More info about the celebrations of the brewing of the first batch of Pilsner Urquell lager is available at www.pilsner-urquell.cz.

More info:

Kateřina Krásová, Plzeňský Prazdroj, tel.: +420 724 617 219

Plzeňský Prazdroj in social media:

Twitter twitter.com/Prazdroj1

LinkedIN www.linkedin.com/company/plzensky-prazdroj

Youtube www.youtube.com/user/PlzenskyPrazdroj1

 

Notes for editors:

- With total sales of nearly 9.9 million hectolitres during the calendar year of 2012 (including licensed production 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 most significant beer companies in the world, with 70 thousand employees in 75 countries around the world. It offers more than 200 beer brands including world renowned brands such as Pilsner Urquell, Peroni Nastro Azzurro, Miller Genuine Draft, Grolsch, as well as important local brands such as Aguila (Columbia), Castle (South Africa), Miller Lite (USA), Snow (China), Victoria Bitter (Australia), and Tyskie (Poland).

 

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 October 8th, 2013.

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