Pilsner Urquell, the world’s first golden lager, has renovated its off-trade packaging to reflect the beer’s status as a true original and a timeless classic.  The new packaging sees greater emphasis of the beer’s heritage and authenticity whilst making sure that it still has a contemporary feel, appeals to customers and creates high visibility on shelf. 

The changes reiterate the beer’s status as the Original Pilsner from Pilsen and includes the addition of the brand’s historic watermark motif and a more harmonious balance of Pilsner Urquell green, gold and white colours.

Gillian Loudon, Customer Marketing Manager for Miller Brands UK said, “Pilsner Urquell is a beer which commands attention both on shelf and from consumers.  It’s a quality product so it’s only right that the packaging should reflect that. 

 
“The exciting changes were bought about following feedback that consumers wanted consistent pack formats which told the story of the brand with a balance of authentic heritage and contemporary presentation.  Research already undertaken demonstrates there is a clear improvement in the new packaging in both shelf stand out and consumer desire to buy the brand.”

-ENDS-

For further information please contact:

Emma Currin                                                     

Leisure PR & Communications                                    

(M) 07753 838 490

Email: emmacurrin@leisurepr.co.uk        

Notes to editors:

Pilsner Urquell

Pilsner Urquell is stocked in two formats in the off-trade; 500ml bottle and the 4 x 330ml.  Tesco, Oddbins, Majestic and other leading retailers list the 4 pack and Waitrose and Sainsbury’s list the 500ml format.

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.