“First Beer On Us”: Plzeňský Prazdroj Celebrates Reopening of Pubs and Restaurants

On Monday, May 25, restaurants, and bars in the Czech Republic will be able to reopen their indoor premises. The largest brewery in the country, Plzeňský Prazdroj, decided to mark this event with an unusual advertising campaign.

The promotion is called První pivo je na nás (First Beer On Us). However, despite the name, the rules are slightly different.

Every customer who orders a beer in any pub serving Pilsner Urquell on tap will receive a second beer for free.

“We decided to celebrate this moment with the biggest event in the history of the Czech breweries,” states the website.

First, you need to buy your first beer and once you are done with it, a waiter will bring you a second one for free.

“We want to thank people for their responsible behavior during quarantine and at the same time urge them to return to a normal life, and meet with friends in pubs and restaurants,” said Eva Andrejcakova, marketing manager of Plzeňský Prazdroj.

The promotion will last from May 25 to June 7 (anyway, restaurants are free to determine different specific days) and is limited to one beer per person.

The campaign was created by Triad Advertising agency in cooperation with Stink Films production. The spot was directed by Jakub Jirásek.

“We created the biggest beer invitation to thank the Czechs and Slovaks and at the same time support a positive mood. Our nations were in many ways a model for other countries,” explains Petra Jankovičová from Triad.