If there is one thing that the majority of pub goers enjoy, it’s a good challenge, whether it’s a quiz night or a game of cards.  Pilsner Urquell, the original golden beer is looking to turn that interest into an advantage for licensees by launching the Pilsner Urquell Smartest Pub Competition.  As part of the activity, the Czech lager will be encouraging licensees to devise an innovative and creative promotional idea which will help grow Pilsner Urquell and subsequently their business.  The pub with the winning idea will win £10,000 to help their business dreams come true.

Launching in May in selected draught outlets, Pilsner Urquell will be encouraging pub goers to ‘Take the Czech Challenge’ where both licensees and customers can come out tops.  For licensees, they’ll be in with a chance to win £10,000.  For customers, they could win a trip for two to Prague in the Czech Republic, incorporating a trip to the Pilsner Urquell brewery in Pilsen.

Teaming up with Mensa, Pilsner Urquell has developed a series of puzzles to test the grey matter.  When a customer purchases a Pilsner Urquell they’ll be presented with a Mensa puzzle card.  If solved correctly, the customer presents the card to the bar staff where they’ll be instantly rewarded with a complimentary half pint of Pilsner Urquell.  The puzzle card will be automatically entered into a prize draw to win the trip to Prague and will count as an entry for the pub into the Pilsner Urquell Smartest Pub Competition.

The licensees from the ten pubs with the most correct consumer entries will then 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.

Gillian Loudon, Customer Marketing Manager from Miller Brands said, “The Pilsner Urquell Smartest Pub Competition has been designed to create maximum impact with minimum fuss.  Licensees can activate at a time that is convenient for them, either during the break of their existing quiz night or creating their own puzzle night during the quieter trading times. 

“This really is a first for us in terms of working with an organisation such as Mensa and we’re delighted to be working with them on this project, utilising their experience and knowledge to create a fun yet challenging promotion for consumers.  It is also a great opportunity for a licensee to demonstrate their entrepreneurial and business skills to our panel of judges and bring their business dreams to life.”

The Pilsner Urquell Smartest Pub Competition is available to selected draught outlets across England and Wales.  The activity is fully supported with point of sale material which is refreshed every quarter and includes the Mensa puzzle cards, wooden tactile puzzles designed to create interest throughout the duration of the promotion and branded material to collect the Mensa puzzle cards.

-ENDS-

Issued: 14/04/10

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.

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.