Pilsner Urquell is opening a brand new home in the heart of Prague. The beer brand’s original factory is located in Plzeň, Czech Republic, but the new opening will bring their experience to travelers in the Czech capital.
The Pilsner Urquell Experience will be located on Prague’s Wenceslas Square, and will allow visitors to experience the beer brand “in an innovative sensory tour full of technologies to entertain.
Pilsner Urquell is the world’s first golden Pilsner lager and was first created in the city of Plzeň in 1842. According to Pilsner Urquell, the Pilsner beer style now accounts for 70 percent of beer drunk worldwide.
“The Experience will make a big contribution to entertainment in Prague,” said Nick Penny, general manager at The Original Experience Company. “It’s a dream come true to bring to life this dynamic, educational and fun visitor attraction paying homage to a true Czech icon.”
The Original Tour takes guests on a multimedia journey through the story behind the original Pilsner and how it is brewed, including a 360° interactive game zone and Pilsner Urquell beer tasting in the Beer Hall. State-of-the-art audio guides provide an entertaining narrative in the main languages used by tourists in Prague including Czech, English, French, German, Spanish, Italian, Japanese and Mandarin.
Other tour options include the Tapster Academy, where visitors learn the art of pouring the perfect Pilsner the Czech way. There is also a stylish street taproom operating independently of the visitor tours.
“The first batch of Pilsner Urquell was brewed on 5 October 1842,” says Rudolf Šlehofer, Craft and Heritage Director at Plzeňský Prazdroj. “Now, 180 years later, we are bringing the full story of Pilsner lager to Prague through the Pilsner Urquell Experience.”
Designed by experience design and production company BRC Imagination Arts, the brand home is managed by The Original Experience Company, an official license holder from the brewery Plzeňský Prazdroj a.s.