Located on Prague’s Wenceslas Square, the venue delivers a visitor experience of a kind not seen before in the Czech Republic. Visitors discover the nation’s famous beer culture and learn all about its most beloved brand, Pilsner Urquell, in an innovative sensory tour full of technologies to entertain. Beer Experience in Prague

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Pilsner Urquell, the world’s first golden Pilsner lager, was first created in the city of Plzeň in 1842. The Pilsner beer style now accounts for 70% of beer drunk worldwide, but Pilsner Urquell remains in a class of its own and is brewed exclusively in Plzeň, Czechia. The new brand home brings this amazing story to visitors to Prague, now established among Europe’s top tourist destinations.

“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 multimedia journey of The Original Tour takes guests through the story behind the original Pilsner and its brewing process, offering a 360° interactive game zone and a Pilsner Urquell beer-tasting experience 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.

Learn the Art of Pouring the Perfect Pilsner at Tapster Academy

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. Entry for the Original Tour starts at CZK 490 (approx. €21), while entry for the Tapster Academy starts at CZK 659 (€27.90).

Experience design and production company BRC Imagination Arts designed the brand home, while The Original Experience Company, an official license holder from the brewery Plzeňský Prazdroj a.s., manages it.

“The first batch of Pilsner Urquell was brewed on October 5, 1842. Now, 180 years later, we are bringing the full story of Pilsner lager to Prague through the Pilsner Urquell Experience,” says Rudolf Šlehofer, Craft and Heritage Director at Plzeňský Prazdroj.

There are many great places to experience beer in Prague, as the city has a rich beer culture

Some popular options include:

  1. U Fleků – a historic brewery and restaurant that has been operating since 1499.
  2. Strahov Monastery Brewery – a microbrewery located in a picturesque setting near Prague Castle.
  3. Pivovarský dům – a brewery and restaurant that offers a wide range of house-brewed beers.
  4. Lokál – a chain of traditional Czech pubs that serve fresh, unpasteurized Pilsner Urquell beer.
  5. U Medvídků – a brewery and restaurant that has been brewing beer since 1466 and offers a range of unique, high-alcohol beers.

These are just a few options, but there are many other great places to experience beer in Prague.

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