E-Malt.com News article: The Netherlands: Czech beer Pilsner Urquell to be distributed in a highly selective way

Grolsch is introducing the SABMiller brand Pilsner Urquell to the Dutch market, the parent company SABMiller communicated on June, 29.

Grolsch will take charge of all Pilsner Urquell distribution, marketing and sales activities in the Netherlands.

Pilsner Urquell is inextricably linked with its birthplace of Pilsen, located in the historical Central European region of Bohemia in the modern-day Czech Republic. The beer is still produced with the same ingredients and in accordance with the same process as in 1842.

Pilsner Urquell is imported from the Czech Republic and will be highly selectively distributed within the Netherlands. The beer will be available on tap and/or in 330ml bottles at exclusive restaurants, selected bars, and specialist off-licences.

Just like Grolsch, Pilsner Urquell is one of SABMiller's major international beer brands. A growing number of consumers are becoming increasingly keen to sample new beer brands and experiences. By launching this authentic Czech beer in the Netherlands, Grolsch and SABMiller wish to offer their customers a distinctive and individual alternative to the range of beers currently available in the Netherlands.


02 July, 2010