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SABMiller will license Pilsner Urquell brand.

SABMiller has announced that its Czech subsidiary, Plzensky Prazdroj, will license production of its famous Pilsner Urquell brand to a Polish brewery that is also owned by SABMiller. The event marks the first time that the "original Pilsner" will be produced outside the Czech republic. In a statement, the company said the decision only came after long-term testing and preparation of the preconditions for production in the Polish brewery.

In a statement, the company said "licensed production is a step in the long-term strategy to build Pilsner Urquell as one of the brands of choice world-wide. As professional tests confirmed, the quality of licensed beer is identical with the original Pilsner. Beer is produced using the same process as in Pilsen."

The move to brew Pilsner Urquell in Poland may be the first indication that SABMiller plans to make Urquell a world brand. Freight costs from the Czech Republic, together with capacity issues in Pilsen, would have barred Pilsner Urquell from being a high-volume international brand.

It is not clear how this move will play in the Czech republic, where the celebrated Pilsner Urquell is a source of great pride. In the Czech Republic, only beer brewed in Pilsen can be called a pilsner.
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Publication:Modern Brewery Age
Article Type:Brief Article
Geographic Code:1USA
Date:Sep 16, 2002
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