UK: SAB aims at top ten slot for Pilsner Urquell
By Chris Brook-Carter | 1 May 2002
Pilsner Urquell owner South African Breweries yesterday unveiled the first international advertising campaign for the Czech beer. To be rolled out across markets in Europe and North America it will cost US$10m and is aimed at propelling the brand into one of the world's top ten brews. SAB said it was looking to continue the current brand growth of 30%, which was achieved in both of the last two years. Phil Plowman, marketing director at Pilsner Urquell International, aims to raise beer volumes to over 5m hectolitres from the current 1.1m hectolitres in the next eight years.
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Pilsner Urquell owner South African Breweries yesterday unveiled the first international advertising campaign for the Czech beer. To be rolled out across markets in Europe and North America it will cost US$10m and is aimed at propelling the brand into one of the world's top ten brews. SAB said it was looking to continue the current brand growth of 30%, which was achieved in both of the last two years. Phil Plowman, marketing director at Pilsner Urquell International, aims to raise beer volumes to over 5m hectolitres from the current 1.1m hectolitres in the next eight years.
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