Sponsorship of The Open to be supported by outdoor golf event

Whether it be music, design or architecture it is the originals that are often the best and most appreciated because they simply can’t and don’t need to be bettered. Pilsner Urquell is one such uncompromised original. In 1842 in Pilzen, Czech Republic Josef Groll saw beyond the status quo and selecting only the finest local ingredients and a unique brewing process, created the world’s first golden beer - Pilsner Urquell (meaning ‘pilsner from the original source’).

The Open golf Championship is another true original. Started in 1860, The Open has defined the way modern golf is played today and it has remained unchanged ever since. Seen as golf’s true benchmark, it is often said that once you experience The Open, it stays with you for life. Therefore, as two great uncompromised originals, it is fitting for Pilsner Urquell to be named as the Official Beer of The Open Championship.

The pressures of today’s hectic lifestyles mean we have too little time to ourselves. So when these rare occasions do present themselves it’s important we don’t compromise in order to make the most of them. Pilsner Urquell is the ideal beer to accompany and help savour those moments. Made using the same ingredients and original brewing process created by Josef Groll in 1842, the result is a full bodied taste at only 4.4% ABV, perfect for those uncompromising occasions.

To help bring this perfect beer moment to life and celebrate its sponsorship of The Open, Pilsner Urquell will be hosting its very own ‘19th Hole’ – an outdoor event taking place across two locations in London, Parsons Green (30th – 31st May) and Broadgate Arena in the City (3rd – 5th June). Consumers who visit the 19th Hole event will be able to play on a virtual Turnberry course golf simulator, practice their putting on a putting green, participate in golf quizzes and spend time in a Clubhouse where they can relax, enjoy and pour their very own pint of Pilsner Urquell. In addition, they’ll have the opportunity to have their photo taken with the coveted Claret Jug.

-ENDS-

For further information:
Tom Winterton
Shine communications
D 020 78417074
M 07952 192869

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.