Pilsner Urquell, the world’s first golden beer, has today announced the finalists for its UK Master Bartender Awards.
The finalists are:-
• Amy Balderston, The Lazy Lounge in Leeds
• Chris Bailey, The Mall in Bristol
• Scott Bradley, The Sanctuary in Didsbury
• Henry Dore, The Iron Duke in Hove
• Michael Harrison, Browns Bar & Brasserie in Leeds
• Rachel Hope, The Farmers in Cheltenham
• Clinton Laurie, ha ha bar & grill in Bristol
• Chris Marsden, The Lazy Lounge in Leeds
• Emily Miles, The Farmers in Cheltenham
• Chris Milner, Browns Bar & Brasserie in Leeds
The ten finalists will be invited to attend a series of interviews where they will be tested on Pilsner Urquell’s Perfect Pour technique and their knowledge on the history of the distinctive beer. The judging session will culminate in an awards ceremony where the UK Pilsner Urquell Master Bartender will be crowned.
The UK Pilsner Urquell Master Bartender will get the chance to compete in the Czech Republic against 19 other Pilsner Urquell markets across the world including Germany, Ireland and South Africa. In addition to being crowned Pilsner Urquell International Master Bartender, the winner of the illustrious title will be rewarded with a fantastic prize of €10,000.
The introduction of the €10,000 prize fund was just one of the changes in the 2010 Pilsner Urquell Master Bartender Programme. Along with the UK Master Bartender, who will attend the final and represent the UK in the Czech Republic, the licensee of the winning premises will also attend the awe-inspiring awards ceremony, as well as visiting the brewery in Pilsen.
Gillian Loudon, Customer Marketing Manager for Miller Brands said, “Pilsner Urquell’s Master Bartender programme has gone from strength to strength since its launch and the number of bartenders who have entered have exceeded our expectations. We are truly delighted with the brand advocates that the programme has created and they continue to educate consumers on the rich heritage of Pilsner Urquell.
“An example of that advocacy is Chris Milner from Browns Bar & Brasserie in Leeds, current holder of the title UK Pilsner Urquell Master Bartender who has entered the competition to retain his title. He was pipped at the post at the global competition last year and hopes he can triumph this year!”
Chris Milner said, “It’s so great to be back at the finals this year. I really liked Pilsner Urquell before I entered the competition last year and learning about its heritage, and my experience throughout the competition, has made me really love the brand and the beer.
“It’s really good to see how the beer is growing in popularity and distribution. The beer is now more widely available in pubs and bars and with competitions like this, educating bar staff in how to serve Pilsner Urquell, who in turn educate the consumer, the knowledge of this really great beer is increasing.
“I’m excited about the UK finals and hope I’ll have the chance to go back to Prague this year and better last year’s performance.”
The Pilsner Urquell Master Bartender Programme is now in its fourth year and has attracted over 1000 entries from current stockists of Pilsner Urquell who had already received brand training at the point of installation.
In order to register into the programme, bartenders had to answer 10 questions correctly. The bartenders were then sent two paper based modules which, once passed at 80% or above, were rewarded with £40 worth of Amazon vouchers.
To make sure that the bartenders were just as good in practice as they were on paper they were visited by mystery shoppers to test their knowledge, advocacy and perfect pour of Pilsner Urquell. Those bartenders that went above and beyond expectations were rewarded with a £10 voucher.
-ENDS-
Issued: 14/09/10
For further information
Emma Currin
Leisure PR & Communications
(M) 07753 838 490
Email: emmacurrin@leisurepr.co.uk
Notes to editors:-
The Pilsner Urquell Master Bartender Programme
The Master Bartender programme was launched on the back of research commissioned by Miller Brands to understand the current levels of bartending and training needs. Only 6% of bartenders asked said that they had received training from a beer brand, compared to 49% from other drinks brands (spirits and wine). Of those beer training sessions, all had been about storage and service, not about the way the beer was brewed and why they taste the way they do.
Pilsner Urquell
Pilsner Urquell is the world’s first, clear golden beer, created in 1842. Pilsner Urquell means ‘pilsner from the original source’. It is the flagship brand of SABMiller’s international brand portfolio and is the company’s premier contender in the premium status segment of the market.
Named after the town in which it was created, the beer came to define a whole category (Pilsners) and set the standard for all lagers. At the brewery in Pilsen, Pilsner Urquell is still brewed to its original recipe (unchanged for over 165 years) using the parallel brewing process to ensure that the taste of the beer stays true. By brewing a sample batch of the beer in the traditional way, using original-style equipment, the beer can then be compared to that which is made using modern equipment to make sure the beers match perfectly – no other brewer in the world does this.
Using the finest ingredients: Saaz hops, malt and Pilsen water, Pilsner Urquell is an intensely hoppy beer with a crisp body and a balance of subtle sweetness with velvety bitterness.