Licensee scoops £10k prize for cinema brainwave

By Matt Eley Matt

- Last updated on GMT

Related tags: Pilsner urquell, Pilsener, Beer, Pilsner urquell brewery

Licensee Mitchel Adams from the Thatchers Arms pub in Mount Bures, Essex, has picked up £10,000 in a competition run by Czech beer Pilsner Urquell....

Licensee Mitchel Adams from the Thatchers Arms pub in Mount Bures, Essex, has picked up £10,000 in a competition run by Czech beer Pilsner Urquell.

The Czech Challenge final, judged at the Pilsner Urquell brewery in the Czech Republic by Publican's​ editor Caroline Nodder and representatives from the Miller Brands team, was a culmination of a nationwide hunt for the UK's smartest pub.

The 10 finalists presented ideas for how they would transform their pubs with the £10,000 cash prize.

Mitchel's plan was to invest the cash in launching a pop-up cinema and theatre in the pub's function room, offering plays, music and film premiers under the "Pilsner Urquell presents…." banner.

He said "'Pilsner Urquell looked after us so well on the trip, I met some other great publicans and we all felt like VIP's for a couple of days which was fantastic. Winning was the icing on the already huge cake. I'm really looking forward to getting stuck into the project as soon as I can."

Related topics: Marketing, Beer

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