Pilsner Urquell to Open an Interactive Beer Center on Wenceslas Square

Would you like to explore the secrets of the world’s first golden ‘pilsner’ lager?

The Pilsner Urquell Brewery is opening a large beer centre in Prague in spring 2023 – Pilsner Urquell: The Original Beer Experience.

You will learn the story of Pilsner Urquell, which brought pils, the most popular beer to the world, 180 years ago, with all your senses!

Besides the interactive exhibition, the historical building on Wenceslas Square will also include a pub, a restaurant, and a shop.

On three floors, visitors can discover the fascinating history of beer and the Pilsner Urquell brand, be drawn into the secrets of the brewing process and enjoy a tasting in an authentic beer hall, where the tappers will guide them through the art of tapping.

As part of exclusive tapping schools, visitors can learn how to tap Pilsner beer in the hladinka, šnyt and mlíko styles and also get the opportunity to taste different types of beer combined with delicious snacks in the Premium Bar.

“We are thrilled to finally be able to fulfil our long-standing dream of creating a representative space in Prague where we can tell the fascinating story of Pilsner Urquell in an attractive and modern way. It is a beautiful gift to mark the 180th anniversary of the first batch of the golden lager,” says Dragos Constantinescu, CEO of Pilsner Urquell.

The Pilsner Urquell Experience Centre will be spread over three floors with a total area of more than 3,000 m2 and will employ approximately 100 people. The entire first floor of the building will be dedicated to the story of Pilsner beer. In addition, the project will also offer visitors a multifunctional beer hall, a beer tapping school, a premium tasting bar, a restaurant and a stylish shop with the brand’s original collection.

Pilsner Urquell was the world’s first pale lager, and its popularity meant it was much copied, and named pils, pilsner or pilsener.

It is hopped with Saaz hops, a noble variety which is a key element in its flavour profile, as is the use of soft water.

Almost all draught Pilsner Urquell is sold filtered, but small quantities are available unfiltered, in the Czech Republic and, in very limited amounts, in Germany, the United Kingdom, the United States, Sweden, Hungary, Slovakia and Austria. In recent years, the unpasteurized “tank” version of the beer has become increasingly available.