The Czech Republic: Plzeňský Prazdroj launches new ‘half-case’ of Pilsner Urquell

The largest Czech brewer Plzeňský Prazdroj announced on September, 6 the launch of the so-called half case of Pilsner Urquell, which contains 11 traditional refundable bottles of the lager.

The advantage of the new refundable packaging is mainly its light weight and easy maneuverability and manipulation, the brewer said.

"The new half case is definitely half the weight of the traditional one. This way, we are trying to offer our consumers a more convenient shopping experience of Pilsner Urquell, in refundable packaging, which means that it is more ecological," said Karel Kraus, manager of the Pilsner Urquell brand.

While the traditional case of 20 bottles weighs more than 17 kg, the half case with its 11 beers weighs only about 9 kg.

In the near future, distribution of new half cases of Pilsner Urquell will begin with delivery to some supermarket chains. The first will be the hypermarket chain Globus, where consumers can already buy beer in this new packaging this weekend. Starting in October, the half cases will be available in other supermarket chains.

With total sales of 10.5 million hectoliters in the 2009 calendar year (including licensed production abroad) and with export to more than 50 countries, Plzeňský Prazdroj is the largest producer of beer in the region and the largest exporter of Czech beer.

Plzeňský Prazdroj, a. s., is a member of the SABMiller PLC Pilsner Urquell global group. It is an international flagship of SABMiller portfolio of brands.

10 September, 2010