Pure and uncompromised since 1842, the world’s first Pilsner is a legend worth discovering…
Pilsner Urquell, the original pilsner from Pilsen – part of Miller Brands portfolio of successful World Beers - is proud to announce the launch of its Legends campaign. It features legends from the world of sport, film, music and technology as part of its on-trade activity to support 500 outlets in the UK. This year-long initiative aims to educate retailers and consumers on the heritage of the brand and build relevance amongst core consumers.
Starting in April 2011, participating on-trade outlets will receive a Pilsner Urquell Legends toolkit, with information to encourage sales of the brand. Packs include the Perfect Pour technique, food matching and tasting notes to help bartenders recommend the drink to consumers.
As Pilsner Urquell is the Official Beer of The Open Championship, the campaign will launch with legends from the world of sport. With each purchase of Pilsner Urquell, consumers will receive a pack of trivia cards that will contain information about sporting legends and provide information on the history of the beer, to encourage conversations on-premise. These trivia packs change each quarter, when a new theme is unveiled.
Outlets will encourage their customers to enter the text-entry competition with a chance to win a ‘legendary’ VIP -trip for two to this celebrated sporting event, this year taking place at Royal St. George’s golf club in Sandwich, Kent. A trade incentive follows a similar format, entering participating outlets into a prize draw to win a day out at The Open for their team to enjoy.
First brewed in 1842, Pilsner Urquell has a unique history rich with legends, which was the rationale behind the campaign. Each quarter, as the campaign focuses on the new ‘Legends’ theme (film, music and technology), similar activation mechanics (e.g. film trivia cards) and relevant ‘legendary’ prizes will be on offer.
Laura Edwards; Director of Trade Marketing at Miller Brands says: “Pilsner Urquell’s latest activity follows the Miller Brands strategy to market worthmore beer brands on the basis of their provenance, authenticity and quality – to drive profit for retailers. World Beers offer a great opportunity for the on-trade, providing greater cash margin than mainstream lagers. To ensure the market continues to grow, Pilsner Urquell is educating consumers and retailers alike on the heritage of the brand to maximise consumer pull”.
On-Trade outlets wishing to take part in the Pilsner Urquell Legends campaign should contact their local Pilsner Urquell representative or call 0800 731 3048.
-ENDS-
Notes to Editors:
About Pilsner Urquell
Pilsner Urquell orignates from the city Pilsen, a place that epitomises purity and perfection. The people of Pilsen have always been passionate about their beer, so much so that decades ago unsatisfactory brews were unceremoniously emptied into the city’s sewers.
Josef Groll created the world’s first clear and golden beer which, on 4 October 1842, was unveiled at St Martins Market. Legend has it that the single strand of yeast used to produce the golden lager came to Groll by way of a runaway monk who smuggled it out of his monastery.
‘Pilsner’ soon became a generic term for any bottom-fermented beer, but the proud people of Pilsen would not stand for this, and in 1898 they renamed their beloved beer Pilsner Urquell, meaning simply ‘The pilsner from the original source.’
For centuries passionate brewmasters have passed the secrets of their brewing techniques down through the generations so Pilsner Urquell remains the uncompromised original that is so well loved today.
Pilsner Urquell – The pure, original pilsner from Pilsen.
More informtion about the Legends activity
The Legends campaign runs form 1st April 2011 - 31st March 2012. Participating outlets will receive a Legends Kit at the start of each quarter, with POS (table talkers, coasters) and 200 trivia packs to reward consumers who purchase Pilsner Urquell. Each quarter will focus on a different Legends topic, starting with Sport (April – June) followed by Film (July – Sept), Music (Oct-Dec) and finally Technology (Jan-March).
Consumers will receive a free trivia pack each time they purchase a bottle, pint or half pint of Pilsner Urquell. The trivia cards relate to the current quarter’s topic. Five sets of cards will be available each quarter.
Each outlet taking part in the Pilsner Urquell Legends activity will be entered into a free prize draw each quarter to win a prize for their team. This starts with a trip for 10 people with £500 spending money to The Open Championship, of which Pilsner Urquell is the Official Beer. A relevant team prize will be available for outlets each quarter.
Consumers can enter a competition to win a free VIP trip for two to The Open Championship by texting in their favourite sporting Legend to the number printed on the Legends trivia cards. A different relevant prize will be available for consumers each quarter.
Outlets can apply to join the campaign at any stage.
About Miller Brands
Miller Brands is the UK and Ireland subsidiary of SABMiller, one of the world's largest brewers. Miller Brands has responsibility for the development of SABMiller’s international premium brands across the UK and Ireland; these include; Pilsner Urquell, Miller Genuine Draft and Peroni Nastro Azzurro. Through its consistent pricing and distribution discipline, supplemented by engaging marketing activities, Miller Brands is bringing value back into the beer category. Sales are currently growing in excess of 20% year on year in a declining market and this is increasingly recognised and referenced by retailers. More information can be found at www.millerbrands.co.uk
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