2. International Master Bartender
Being one of the worlds leading bartender advocacy
programmes it build up an enviable international community
of thousands advocates in the trade, who not only ensured
quality at the point of serve, but also passed on the Pilsner
Urquell brand stories to consumers while building pride.
• From bartenders and outlets receiving regular trainings,
participation at brand experience days to mystery
shopping and national finals across export markets.
• Hospitality package at international final.
• On-trade channel activations.
• Brand experience and execution guidelines.
• ATL and BTL assets.
• Press and online media kit.
3. The Open Championship
Official Beer of The Open Championship. Partnership
between the worlds first and original major and the worlds
first and original golden beer allowed to reinforce brand
positioning, borrowing core equities and strengthening own.
• Provided export markets with actionable set of guidelines
and assets bringing global sport identity and platform to
life towards customers and consumers.
• Hospitality package at The Open Championship.
• Off-trade channel and Golf clubhouses activations.
• Secondary packaging and consumer promotions.
• Brand experience and execution guidelines.
• ATL and BTL assets.
• Press and online media kit.
4. Anniversary Celebration
Each year, celebrating the historic date and time of when the
people of Pilsen had created the worlds first golden beer, by
recreating the excitement felt more than 170 years ago.
Established the months around 5th October as one of the
enhanced activities for the Pilsner Urquell brand.
• Specially commissioned batch of the unfiltered Pilsner
Urquell delivered directly from the cellars of the Pilsen
Brewery to consumers across export markets.
• On- and Off-trade channel activations.
• NPD – Limited Edition bottle and packaging.
• Brand experience and execution guidelines.
• ATL and BTL assets.
• Press and online media kit.
5. European Beer Bloggers Conference
The yearly meeting point and conference for beer
enthusiasts, beer bloggers and writers. Pilsner Urquell, as
partner of the conference, inviting target media across
export markets to attend with the brand to foster long term
relationships and PR.
• Engaging more than 100 bloggers per year, bringing each
a personal and memorable brand experience over two
successive days at the conference.
• 74% of attendees rating event ‘Outstanding’.
• Hospitality package at the conference.
• Event support and participation.
• Press and online media kit.
6. Quality Assurance
Mission; to ensure that consumers consistently enjoyed the
best possible tasting and brand experience when drinking
Pilsner Urquell wherever it was served. As it had just passed
through the brewery gates in Pilsen, Czech Republic. All
centered around defined Quality Standards.
• Quality League – an incentive programme across export
markets with training modules, mystery shopping, action
plans and realization. Announcing ‘Best Performing
Market’ and ‘Outlet of The Year’.
• Number of clients serving brand at an ‘Excellent’ level
increased by 21% over the duration of programme.
• On-trade channel activations.
• In-outlet training kit, POS and execution guidelines.
7. Ambassador Programme
Informative and engaging immersion for trade audience.
Developed and executed to give participants information and
reveal the passion, care and craftsmanship that lies behind
the Pilsner Urquell brand. Structured programme guiding
participants through beer- and brand history, brewing
techniques and much more over 2 days. All centered within
and around the Pilsen Brewery, Czech Republic.
• +2.500 people taking part over the duration of
programme, all officially becoming brand ambassadors.
• Hospitality package in Prague / Pilsen, Czech Republic.
• Event support and participation.
• On-trade channel activations.
• BTL assets.
8. Marketing Spend Effectiveness (MSE)
A common approach on how to set appropriate targets for
activities, track the execution of plans, measure the results
of and capture the learnings from what was done. MSE
provided a framework, process and set of tools that enabled
a more rigorous assessment of marketing activities through
increased transparence, accountability and sharing results.
• Training sessions across export markets ensuring
implementation and adherence to guidelines. Point of
contact on framework, support and sharing Best Practice.
• Yearly plans turned more explicit and clearer on WHY
each defined activity and with defined metrics to deliver
sustainable and profitable growth.
• Moved planning process from activity led to objective led.
