Germany and the Czech Republic: Pilsner Urquell recognized as best-selling foreign beer in Germany for the fourth time since 2007

The Pilsner Urquell lager was named the most-sold brand of foreign beer in 2010 in Germany, according to a survey by Getränke magazine (the most important magazine covering the beverage market in Germany), which mainly surveys large German chains, the brand’s owner SABMiller plc said on February, 1.

This year is Pilsner Urquell's fourth victory since 2007.

"A four-time winner in this survey proves that the road to building a premium position and image of the brand is on the right track and that our customers appreciate it. They understand that this is the only way to positively distinguish oneself in the market, which is highly influenced by various special sales," says Frank Hoehler, Director of the Pilsner Urquell Deutschland branch.

Germany is one of Plzeňský Prazdroj's key markets. In 2010, Germany imported 240,000 hectolitres of Pilsner Urquell lager, which is 4.77 percent more than the preceding year. The focus on premium brands reflects, for example, last year's opening of the first Pilsner Urquell Original Restaurant (PUOR), a restaurant with a franchising concept, in Düsseldorf, Germany, or the development of special refundable beer cases for 0.5 litre Pilsner Urquell bottles and for 0.33 litre bottles, which are available exclusively on the German and Austrian markets.

Germany is one of the top countries Plzeňský Prazdroj exports to, followed by the U.S. and Slovakia. Thanks to a strong distribution network, the premium lager Pilsner Urquell is available in more than 1400 restaurants in Germany. Beer in bottles is sold all around Germany in more than 20,000 stores.

02 February, 2011