FDBusiness.com

On October 5, 2012 the original golden beer, Pilsner Urquell, will begin celebrations for its 170th anniversary in the lager’s hometown of Pilsen in Czech Republic. The event in Pilsen Square will feature dynamic musical and theatrical performances, Czech celebrities, speakers and, of course, flowing Pilsner Urquell. To mark the beginning of the open invitation anniversary event, ten 170-litre bespoke barrels filled with the unfiltered Pilsner Urquell will be wheeled through Pilsen by historical horse drawn carriages, ready to be enjoyed in Pilsen Square.

The 170th celebration begin when the clock strikes 8pm on October 5th. The celebrations will be a feast for the senses as the Pilsen Philharmonic Orchestra starts to play and acrobats, Decalages, perform suspended in mid-air putting on a custom show for Pilsner Urquell. A stream of established musical guests and speakers will also work to create a live and engaging narrative of the major milestones in Pilsner Urquell’s history, while a very unique performance by Michal Pavlicek, who will play songs exclusively created for Pilsner Urquell’s 170th anniversary celebration, will close the evening.

Pilsner Urquell’s famous brewmaster Vaclav Berka says: “170 years of making the perfect Pilsen is no small feat, and we could not be more proud to be celebrating with such an amazing range of guests and beer buffs in the historical Pilsen Square. Anniversaries happen every year, but our 170th will be a once in a lifetime event.”

The invention of Pilsner Urquell and its perfectly balanced taste of hoppy bitterness and caramel sweetness back in 1842 was a momentous milestone in the history of beer. Petr Dvorak, Pilsner Urquell’s global brand director, comments: “Staying true to Josef Groll’s original recipe for 170 years is more than reason to celebrate and we are excited for what the future holds for the world’s original Pilsner. Pilsner Urquell is the beer that defined the entire lager category, which today represents two thirds of all beer consumed.”

In addition to these celebrations, Pilsner Urquell is also launching a limited-edition one litre bottle designed with a classic swing top and a distinctive brown glass, echoing back to the very first Pilsner Urquell bottle from which the golden brew was originally enjoyed. Using their beer recipe that remains untouched to this day, the bottle’s timeless design incorporates the 170 years of brewing history on the label, and is available to purchase from October 5 in selected stores in over 18 countries around the world.

Produced by Czech brewer Plzensky Prazdroj, Pilsner Urquell is the international flagship brand of SABMiller. With total sale of nearly 9.9 million hectolitres during 2011 (including licenced productions abroad) and with export to more than 50 countries worldwide, Plzensky Prazdroj is the biggest exporter of Czech beer.

SABMiller has beer brewing activities or distribution in more than 60 countries across six continents. The SABMiller portfolio also includes international brands such as Grolsch, Miller Genuine Draft and Peroni Nastro Azzurro, as well as almost 200 successful regional and national brands.