SOME OFMY WORK ATSABMILLERKENNETH HANSEN

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.

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.

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.

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.

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.

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.

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.