The UK arm of US brewing giant SABMiller has invested more than £2m in the relaunch of Pilsner Urquell.
Miller Brands, the UK subsidiary of the global brewer, has embarked upon an 18-month marketing campaign and sales push in a bid to attract more UK drinkers to the brand.
Pilsner Urquell, the Czech Republic beer which dates back to 1842, is part of SABMiller's global portfolio, which includes Peroni Nastro Azzurro and Miller Genuine Draft.
MD Gary Whitlie said, "Pilsner Urquell is an iconic, prestigious beer which serves as a global benchmark against which all other beers are judged." Whitlie said the brand already had a consumer base of beer connoisseurs who understood its taste profile. "We now invite all Britons to try it for themselves," he added.
The brewer said that it would also be looking to leverage its global sponsorship of the prestigious photographic competition
The Lucie Awards.
Miller Brands, the UK subsidiary of the global brewer, has embarked upon an 18-month marketing campaign and sales push in a bid to attract more UK drinkers to the brand.
Pilsner Urquell, the Czech Republic beer which dates back to 1842, is part of SABMiller's global portfolio, which includes Peroni Nastro Azzurro and Miller Genuine Draft.
MD Gary Whitlie said, "Pilsner Urquell is an iconic, prestigious beer which serves as a global benchmark against which all other beers are judged." Whitlie said the brand already had a consumer base of beer connoisseurs who understood its taste profile. "We now invite all Britons to try it for themselves," he added.
The brewer said that it would also be looking to leverage its global sponsorship of the prestigious photographic competition
The Lucie Awards.
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