Is The Lorelei the smartest pub? They are currently the number one ranking pub in the search for Pilsner Urquell’s Smartest Pub, but do they have what it takes to win £10,000 for their business?
Today, the Pilsner from Pilsen has announced the top ten smartest pubs in its Take The Czech Challenge promotion which could see one licensee awarded £10,000 to help grow their business with Pilsner Urquell.
The pubs that are in the top ten of the first quarter’s leader board are:-
1. The Lorelei 36 – 38 Esplanade Ave, Porthcawl, CF36 3YU
2. Boca Bar Unit 3.1, Paintworks, Arnos Vale, Bristol, BS4 3EH
3. The Fulham Mitre 81 Dawes Road, London, SW6 7DU
4 . The Grove 39 Old Ridge Road, Balham, London, SW12 8PN
5. The Hinds Head High Street, Bray, Berks, SL6 2AB
6. Halfway House 521 Garratt Lane, Wandsworth, London, SW18 4SR
7. The Brewery Tap 18-24 New Station Road, Leeds, LS1 5DL
8. Smithy’s 15-17 Leeke Street, London, WC1X 9HY
9 . The Porchester Queensway, London, W2 5HS
10.The Hillary Step 199 Upper Charlton Road, Manchester, M16 0BH
The promotion encourages consumers to solve a puzzle card designed specifically for the beer brand by British Mensa Limited. Consumers are presented with a puzzle card whenever they purchase a Pilsner Urquell. If solved correctly, the consumer presents the card to the bar staff where they’ll be instantly rewarded with a complimentary half pint of Pilsner Urquell.
Each correct entry is automatically entered into a prize draw to win a trip to Prague, and a visit to the famous brewery in Pilsen, and will count towards the pubs score in the Pilsner Urquell Smartest Pub competition.
The competition runs throughout the year with each quarter’s scores rolling over, enabling licensees to shoot up the charts in any given quarter. In February 2011, the top ten leaders will fly to Pilsen to pitch their business idea on how to grow their business and sales of Pilsner Urquell to a panel of judges. The licensee with the best business plan will be rewarded with £10,000.
Andy Flook, Manager of The Lorelei aid, “I think that Pilsner Urquell’s Take the Czech Challenge is a very clever promotion – literally! I’ve tried a few of the puzzles myself and my customers think they are great. The first thing they do is try and Google the answers with no luck, but they eventually work it out. They’ll be over the moon when they find out that they have contributed to making us Pilsner Urquell’s Smartest Pub. Let’s hope we stay top of the pubs and keep the position for the rest of the promotion – it would be great to go to the Czech Republic and win £10,000 for the business.”
Simon Clarke, Pilsner Urquell Brand Ambassador said, “The ‘Take the Czech Challenge’ activity is truly engaging; bringing together consumers, licensees and Pilsner Urquell. One of our customers has seen an incredible sales improvement of up to 72% on Pilsner Urquell but, more importantly a 16% increase on general trade during quiet periods, showing that this activity is contributing in a positive way to our customers.”
The activity is fully supported with point of sale material which is refreshed every quarter and includes the British Mensa Limited puzzle cards, wooden tactile puzzles designed to create interest throughout the duration of the promotion and branded material to communicate the promotion in outlet.
-ENDS-
Issued: 15/07/10
For further information
Emma Currin
Leisure PR & Communications
(M) 07753 838 490
Email: emmacurrin@leisurepr.co.uk
Notes to editors:-
• The Pilsner Urquell Smartest Pub Competition is available to selected draught outlets across England and Wales.
• The Mensa card puzzles are limited to two puzzles per consumer, per day.
• ‘Mensa is the High IQ Society and has 23,500 members across the British Isle, with over 110,000 worldwide. Founded in 1946, the only prerequisite for joining Mensa is an IQ in the top two percent of the population. For more information www.mensa.org.uk’
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.