Toasting a Golden Beer

Picture this: A young brace sits at a table in an upscale eatery. The sum of two units chat quietly over a glass of imported beer. A well-dressed attendant approaches and hands the pair an elegant invitation with gold-foiled lettering inviting them to receive a taste of “the world's first of gold beer” — Pilsner Urquell.

Scenarios just like this are playing without across the country at high-end bars and eating establishments. Brand ambassadors are inviting beer aficionados — and the occasional wine drinker — by dint of way of hand-distributed invites to derive pleasure from a two-ounce sample of Pilsner Urquell the flagship SAB-Miller brand launched back in 1842 The sampling is single component in a major initiative to educate consumer 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