A new brand home for Pilsner Urquell opens to visitors in the heart of Prague on 22 April. Pilsner Urquell: The Original Beer Experience tells the story of the world’s first Pilsner beer in a unique way that celebrates Pilsner Urquell’s central place in Czech history and culture.

  • Pilsner Urquell: The Original Beer Experience in central Prague opens to visitors from 22nd April, 2023.

  • Using state-of-the-art technology visitors can enjoy an immersive, modern story-telling adventure over three floors.

  • In October 2022, Pilsner Urquell celebrated 180 years of brewing the world’s first pilsner to the same original recipe.

Pilsner Urquell recently celebrated 180 years since it was first brewed to an original recipe, as still is today, and which inspired thousands of other pilsner beers around the world. The interactive experience in the historic City Palais building on Wenceslas Square uses state-of-the-art technology to take visitors on a 90-minute adventure over three floors to take in the sights, sounds and smells that have filled the Pilsen brewery since the beer was first brewed on 5th October 1842.

The Experience will immerse visitors into the fascinating history and brewing secrets of the iconic Czech beer, telling the story of how the original golden pilsner was born through a 90 minute immersive voyage of discovery. While the tour engages all the senses, it would not be a true Pilsner Experience without tasting the beer itself. Guests can enjoy a tasting in the beautiful surroundings of the Beer Hall, while tapsters demonstrate the art of pouring the perfect pilsner. For even more variety, the Brewers’ Bar will provide a variety of famous beers of which Asahi Europe & International custodian of including Asahi Super Dry, Peroni Nastro Azzurro, Kozel and Grolsch, alongside traditional Czech cuisine. Attached to The Experience, the street taproom “Výčep U Zvonu” will open to both experience visitors and the public, providing another opportunity to taste the original pilsner in the city.

Commenting on the opening, AEI Chief Marketing Officer Grant McKenzie states, “Following the celebrations for Pilsner Urquell’s 180th anniversary we’re excited to open this multimedia dazzling experience which showcases the passion and history behind this Czech brewing icon with both locals and visitors to Prague in a beautiful, centrally located historic setting”.

While the new experience will certainly be appreciated by visitors to the Czech capital who may not have the time to visit the original brewery in Pilsen, for those that do Pilsen brewery tours allow guests to see the original locations where the magic was created in 1842 and the only location where Pilsner Urquell is brewed today. Guests get right to the heart of the brewery with the three brew houses from different centuries, before tasting unfiltered Pilsner Urquell beer in the historical cellars.

The Pilsner Urquell: The Original Beer Experience in located at the bottom of Wenceslas Square and is operated by The Original Experience Company under license from Plzeňský Prazdroj, part of Asahi Europe & International.

For more information about the Experience, including ticket information, visist: www.pilsnerexperience.com.

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