Pilsner Urquell, the world’s original golden beer is once again on the lookout for its UK Master Bartender. The search for the 2009 UK Master Bartender follows on from the success of last year’s programme where Danny Walker, a bar manager from Bristol, was crowned Pilsner Urquell International Master Bartender of the Year at the finals held in the Czech Republic. The programme is complimentary and available for all draught stockists of Pilsner Urquell.
The 2009 programme has been simplified to reflect bartender feedback and is now paper based, enabling bartenders to fill in and complete modules at a time that is convenient for them. In order to register, bartenders have to fill in 10 registration questions and once completed correctly they are instantly rewarded with high street or travel vouchers to the value of £20.
The bartenders are then sent modules to test their knowledge on the beer category; how beer is brewed and the history behind Pilsner Urquell and its unique flavour. Those bartenders who complete the two modules with an 80% pass rate will then be further rewarded with HMV vouchers to spend at their leisure. Upon completion of the modules, each bartender is mystery shopped against criteria including delivering the perfect pour and their knowledge and advocacy for the beer.
The top ten bartenders will then participate in the national final with the winner going on to represent the UK at the final of the Pilsner Urquell International Master Bartender of the Year which will be held in Berlin in October 2009. In addition to being crowned Pilsner Urquell International Master Bartender of the Year, the winning bartender will also win a special International VIP trip to one of the world’s most exciting cities.
Darren Tendler, Sales Director for Miller Brands said, “The competition last year was extremely fierce and it was fantastic to have Danny Walker crowned as International Master Bartender in Prague. This year, we’re hoping the UK will be just as successful.
“We know that there are a number of bartenders working across the industry who have real passion and spirit and are keen to know as much as possible about the products they serve, which is why the Pilsner Urquell Master Bartender Programme has been created. Bartenders play a crucial role in ensuring that customers enjoy the full Pilsner Urquell experience; not only is it a great tasting beer, it is truly authentic and now more than ever, people are looking to treat themselves to a beer that is full of flavour and has real provenance.”
If you are a Pilsner Urquell stockist and would like to know more about the Master Bartender Programme, please call the Programme Support Line on 07890 735 488.
To find out more about stocking Pilsner Urquell and the valuable outlet support package consisting of Tritan®Crystal glassware, authentic Czech fount, staff training and incentives, please call Miller Brands on 01483 264 118.
-ENDS-
For further information:
Emma Currin
Leisure PR & Communications
(M) 07753 838 490
Email: emmacurrin@leisurepr.co.uk
Notes to editors:
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.
Miller Brands
Miller Brands was launched in 2005 and is a subsidiary of SABMiller, one of the world's largest brewers. Miller Brands have assumed responsibility for the development of all SABMiller’s international premium brands across the UK; these include Peroni Nastro Azzurro, Pilsner Urquell and Miller Genuine Draft. 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 recognized and referenced by retailers.