Miller Brands UK (MBUK), a subsidiary of SABMiller, is to expand the distribution of Pilsner Urquell tank beer in the UK, following the 17% rise in Pilsner Urquell brand sales in the six months ended 30 September 2013.
Miller Brands UK (MBUK), a subsidiary of SABMiller, is to expand the distribution of Pilsner Urquell tank beer in the UK, following the 17% rise in Pilsner Urquell brand sales in the six months ended 30 September 2013.
Overall the lager volume sales for the company increased by 5%, driven by Peroni Nastro Azzurro brand and Pilsner Urquell brand.
The unpasteurized Pilsner Urquell was first made available in the UK market through permanent on-premise installation in June 2013 at The White House in Parson's Green.
The beer, which is delivered within 24hrs by a special tanker directly from the Pilsen brewery, is pumped into specially crafted copper tanks that are installed in the pub.
Each tank holds 880 pints and is refilled with fresh Pilsner Urquell every week.
Miller Brands UK managing director Gary Haigh said the British beer drinker is one of the world's most cosmopolitan which makes this an ideal market in which to introduce international beers served in the authentic way.
"The early success of unpasteurized Pilsner Urquell in the UK underpins our belief that consumers are looking for authenticity and differentiation in the beers they drink. By partnering with pubs and other on-premise outlets, brewers have a central role to play in reinvigorating pub culture in the UK and getting consumers passionate about beer again," Haigh added.
"The expansion of Pilsner Urquell tank beer in the UK marks a real innovation in the consumer experience and enjoyment of beer in this country."
MBUK further plans to install Pilsner Urquell tanks in other key locations in London in the second half of 2014.
Image: Pilsner Urquell beer tank installed in a pub. Photo courtesy of SABMiller.
