Praha, April 17, 2013 ? Starting today, the Pilsner Urquell brand restarts its prior partnership with the National Theater. This cooperation is a logical junction of the two icons that represent the originality of Czech cultural wealth.
The cooperation of Plze?sk? Prazdroj and the National Theater has a long and respectable tradition. Already in 1880, Plze?sk? Prazdroj, then known as Burghers’ Brewery, contributed to the building of the theater and so became ?The honourable member of the association for establishing of the National Theater in Prague.??After the fire in 1881, the brewery contributed to the reconstruction of the destroyed theater again during the movement called ?The Nation for its People.?
Plze?sk? Prazdroj Company, however, cooperated with the National Theater not too long ago too. During the second half of the last decade of the last century, the company was the general partner of the National Theater’s Opera company and Pilsner Urquell beer was used as a prop on stage during the production of?The Bartered Bride, for example. Today, the company continues the tradition with the newly signed partnership between the Czech foremost theater scene and Pilsner Urquell brand, and thus becomes ?The Partner of The National Theater Productions.?
[quote]?Pilsner Urquell is a part of many important events and it is not absent at the centre of the cultural life of the country. The National Theater always stressed the highest quality combined with originality and so does Pilsner Urquell. Therefore, I am extremely glad that starting today, the partnership between the two icons of Czech cultural wealth will continue,? marketing director of the company Grant McKenzie commented on the newly signed partnership.[/quote]
Marketing director of the National Theater Michal Janovsk??shared similar feelings:??We are extremely happy to welcome Pilsner Urquell in the company of our honourable partners. The history and the character of the brands are very good prerequisites for the long lasting cooperation.?
The contract was signed by the acting director of the National Theater V?clav Pelouch and marketing director of Plze?sk? Prazdroj Grant McKenzie. Pilsner Urquell lager will now be on tap exclusively during all premieres and other important events of the National Theater stages that is the National Theater, the State Opera, the New Stage, and the Kolowrat Theater. The first premiere that will also be the premiere of the partnership will be the production of Josef Myslive?ek’s opera?Olimpiade?in the Estates Theater on May 2, 2013.