Picture this: A young couple sits at a table in an upscale eatery. The two chat quietly over a glass of imported beer. A well-dressed attendant approaches and hands the couple an elegant invitation with gold-foiled lettering inviting them to receive a taste of “the world’s first golden beer” — Pilsner Urquell.
Scenarios just like this are playing out across the country at high-end bars and eating establishments. Brand ambassadors are inviting beer aficionados — and the occasional wine drinker — by way of hand-distributed invites to enjoy a two-ounce sample of Pilsner Urquell, the flagship SAB-Miller brand launched back in 1842. The sampling is one component in a major initiative to educate consumers about the complexities of the beer, as well as its taste and finish.
“This program is designed to increase the visibility of the brand and to educate more consumers about this product,” says Pete Marino, a spokesperson for Miller. “Once they’ve tried it, people come back to it frequently.”
The samples are served in branded pilsner glasses that customers can keep if legally permitted in that state. The tasters also receive logo-embossed leather coasters.
In addition to the samples, an educational component comes in the form of a 12-page booklet — the creative carries the same golden theme as the invites — called The Pilsner Urquell Experience that is handed to each taster. The booklet and the brand ambassador explain all things necessary to enjoy the tasting: how to enjoy the appearance by holding the glass to the light to see its “richness and beauty;” how to swish the beer to release its natural aroma and how to take a sip by swishing lightly and then swallowing. The brochure also talks up Pilsner Urquell’s rich taste and includes images of people enjoying the beverage.
The brand ambassadors are dressed in upscale branded attire — black boatneck shirts with the logo in the center and black pants. The teams are projected to sample the beer to upwards of 100,000 people over the course of the campaign, which launched last month and runs throughout the year.
“Actually having a one-on-one experience and talking them through [the tasting] really points out to consumers what to look for,” says Brian Kristofek, president, Upshot, Chicago, which handles the campaign. “So you’re really opening new senses for the consumer.”
The teams will hit 20 markets across the country, including New York, Chicago, Washington, D.C., Atlanta, Denver, Seattle, Portland, OR, Los Angeles, San Francisco, Las Vegas and Boston.
Newly updated packaging rolled out just in time for the effort. A bartender outreach program is ongoing to educate bartenders about the benefits of Pilsner Urquell, which continues to be brewed in the Czech Republic, with a push to recommend the beer to customers.
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