Urquell in Open golf beer deal

13 January, 2009

Pilsner Urquell has signed a five-year sponsorship deal to become the official beer of the Open golf championship.

The deal between brewer SAB Miller and the R&A, which runs the tournament, will start with the 2009 Open at Turnberry in July.

Nick Miller, managing director Miller Brands UK, said: "The relationship with the Open is a fantastic showcase for Pilsner Urquell.

"It enables us to offer our customers some exciting promotional activity that will help them to reward their consumers and build business."

The agreement will see Pilsner Urquell served in all public and VIP hospitality facilities. In addition, SAB Miller companies around the world will be able to use the association with the Open in advertising, promotions, ticketing and hospitality.




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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