An ambitious project to turn the Czech beer Pilsner Urquell into a major international brand by 2010 has been unveiled by its new owner South African Breweries. The brand has had limited marketing support in the UK but this year SAB is pumping in £2m to raise its profile. Tomas Chytil, brand manager at UK distributor Ubevco, said: "There is more cash available and an aggressive strategy has been planned. In the past the focus was on the heritage of the brand and it has a strong core of loyal older drinkers, but now we want to make it more relevant to younger drinkers." Promotional activity will be concentrated in the on-trade, although the take home market will be supported with price promotions and multibuy activity. The brand will be advertised in style magazine and the national press from June. Chytil is also working on a 12 pack of 330ml bottles to be introduced later in the year and has set a target of doubling the brand's volumes by the end of 2002. {{DRINKS }}

Topics