Thousands Cheer on pure golf with Pilsner Urquell at the 140th Open Championship
The Open Championship 2011 saw thousands of spectators cheer on an outstanding display of pure golf at Royal St George’s with a pint of Pilsner Urquell, the world’s pure and original Pilsner.
Essentially worked with client Pilsner Urquell to activate their partnership with The Open Championship for a third year, with full event activation at three locations.
At Royal St George’s, Essentially worked with Pilsner Urquell’s technical team, combining technology and quality control systems to ensure that attendees enjoyed the highest quality product, Pilsner Urquell served 74,431 pints to more than 179,700 spectators over the course of the Championship. While planning may have begun last December, it was in the final days before The Open that 90,000 litres of freshly brewed beer arrived in Kent from the brewery in Pilsen and 200 bartenders were trained to maintain quality, consistency and ensure a perfect pour at the four public bars across the course.
Pilsner Urquell’s hospitality guests were looked after by Essentially’s Event Team who were based at The Savoy, Foxhills Spa & Resort and Royal St George’s, offering a premium level of hospitality at all times. A chartered train left London Victoria on Friday, Saturday and Sunday morning to Deal, providing guests with a high class of transport, before arriving at the course. Guests were entertained by former European Ryder Cup captain Bernard Gallacher, as well as being able to sample Pilsner Urquell from any of the four public bars on the course.
In 2012 The Open will return to Lancashire to be hosted by Royal Lytham & St Annes Golf Club. Essentially is already beginning to plan a number of activities to make this event another truly legendary chapter in The Open’s ongoing history. |
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