Pilsner Urquell drives SABMiller’s UK growth

Lager sales for Miller Brands UK, the UK subsidiary of SABMiller, have risen by 5% in the six months to 30 September 2013, driven by strong growth for the Pilsner Urquell brand.

The Pilsner Urquell copper tank at the White Horse pub

The UK’s hot summer weather helped the brand to grow by 17% in the period and a trial of Urquell’s unpasteurised tank beer also helped to push the growth.

Gary Haigh, managing director of Miller Brands UK, 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 unpasteurised 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.

“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.”

The unpasteurised tank beer was trialled in June this year at the White Horse pub in Parson’s Green, London and follow its success distribution of the beer will be expanded in the UK.

Delivered within 24 hours by a special tanker directly from the brewery in Pilsen to the UK, the beer is pumped into specially crafted copper tanks (pictured) from the Czech Republic which are installed and on display in the pub. Each tank contains 880 pints and they are refilled with fresh Pilsner Urquell every week. The tanks ensure that the beer is kept at the ideal temperature and condition until the time it is poured into the glass.

In a statement Miller Brands UK said that the, “official opening event at the White Horse was the pub’s most successful brand launch ever. Since then, the beer has remained in high demand with sales of Pilsner Urquell tripling after the introduction of this innovation.”