Czech brewer Pilsner Urquell is refocusing its marketing strategy on bloggers and beer enthusiasts with a social media campaign designed to engage taste-makers with content that shows off the brewer's behind-the-scenes process. The strategy represents a shift toward word-of-mouth marketing, as it hopes to generate buzz by giving drinkers an in-depth look at how the beer is made, said Global Marketing Manager Eoin Cannon.

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