Thousands of Visitors Experienced the Radegast Brewery in 2012

Interest in experiencing the brewery has doubled over the past two years. This is mainly due to the opening of a new Visitors Centre in 2010 and the introduction of a whole new tour concept completed in the spring of 2012. The tour now includes not only the Brewery and the Visitors Centre with a shop and a cinema, but has been extended with new features, including interactive panels and diagrams showing the beer production process.

„Visitors can now experience the lager cellar and learn about the beer maturation and lagering in a new exhibit. We are pleased the public is interested in peeking under the Nošovice brew masters’ hat to see for themselves that Radegast is produced using only the finest ingredients and brewed based on a formula provided by brew master Mr. Franzl some 40 years ago,“ said Ivo Kaňák, The Radegast Brewery manager.

Domestic tourists (83%) represent the largest group among visitors followed by a significant number of tourists from Poland (12%). The brewery is also visited by tourists from Germany and Slovakia. While most guests come individually, guided tours organised by travel agencies represent only a small part of all visits.

The Nošovice Brewery joined the Technotrasa project in 2012. The project brings together 12 industrial tourist destinations in the Moravian–Silesian Region. The individual destinations support each other and in turn increase the overall interest in the local region with tourists not only from the Czech Republic but also from abroad.

Notes to editors

• The Radegast Brewery, one of the most modern breweries in the Czech Republic has been brewing beer since 1970. The Radegast Brewery has been a member of Pilsner Urquell a.s. since 1999.
• With total sales of nearly 9.9 million hectolitres in 2012 (including licenced production abroad) and exports to more than 50 countries around the world, Pilsner Urquell a.s. is the leading producer of beer in the region and the largest exporter of Czech beer.
• Pilsner Urquell a.s. is a member of SABMiller plc. Pilsner Urquell is the international flagship of the SABMiller brand portfolio.
• SABMiller plc is one of the world’s largest brewers with brewing interests or distribution agreements in over 60 countries across six continents. SABMiller brand portfolio includes major brands such as Pilsner Urquell, Miller Genuine Draft, Grolsch, Peroni Nastro Azzurro and many other successful regional brands.

Contact:
Vladimir Jurina
Pilsner Urquell
+420 724 617 886

Nošovice