SABMiller said that, as part of re-acquainting the UK consumer with the premium Czech beer, the company will focus its efforts on introducing discerning consumers to the brand.
The group will also look to leverage the recent global sponsorship of the Lucie Awards, the prestigious photographic competition established by the International Photography Awards.
Gary Whitlie, managing director of Miller Brands, said: Pilsner Urquell is an iconic, prestigious beer which serves as a global benchmark against which all other beers are judged.
With a consumer base of beer connoisseurs, appreciative of quality products, the UK is the perfect market to grow this unique beer. We know this is how beer is meant to taste and now invite all Britons to decide for themselves.
Invented in 1842 and still brewed at the original source in Plzen in the Czech Republic, Urquell is part of SABMiller’s global premium brand portfolio which also includes Peroni Nastro Azzurro and Miller Genuine Draft.
