Pilsner Urquell closes on 90,000 litres at The Open

19 July, 2011

Czech lager brand Pilsner Urquell poured an estimated 90,000 litres of beer during the 2011 Open Championship in Kent, UK.

As the official beer of golf’s oldest ‘major’ tournament – this year held at Royal St George’s in Sandwich –  the ‘golden' lager was served from the course's bars, via ‘fast-pour’ dispensers,  each capable of delivering 12 pints in 15 seconds.

Despite the sales achieved over the four-day event, Petr Dvorak, international brand director for Pilsner Urquell, said beer volume was not the main factor behind partnering The Open, the third year the brand has done so.

He said: “Beer sales [at the event] are not the major performance indicator, the visibility and the exposure of the brand is more important."

Pilsner Urquell recruited parent company SAB Miller’s Colin Simpson to train the event's 200 staff to deliver ‘the perfect pour’ using the dispensing units and traditional taps.

The brand said each pint was poured with the "correct amount of head" into 'bespoke' plastic glasses designed to “mimic the standard Pilsner Urquell pint glass”.

Dvorak said: “We continue to work hard to ensure a quality world-class beer experience through the technical equipment, customised glassware and comprehensive training of the serving staff.”





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