Pilsner Urquell: The Original Beer Experience celebrates three years
At Pilsner Urquell: The Original Beer Experience, we celebrated three years since opening our experiential concept on Wenceslas Square this year. During that time, we have welcomed visitors from more than 130 countries and become a place where Czech beer culture, gastronomy, modern technology, and the authentic atmosphere of Prague’s city centre come together.
Alongside international tourists, we are now increasingly visited by Czech guests, companies, and visitors looking for an original programme in the city centre. In addition to the main interactive tour, The Original Tour, interest in other experiences has been steadily growing, such as the Tapster Academy, Beer Sommelier Dinner, and the unique atmosphere offered by various events held in our Beer Hall.
“International guests make up a significant share of our visitors, which confirms that Czech beer culture remains a major attraction for tourists. Visitors most often come for the main tour, while Czech guests tend to seek out additional and premium experiences,” says Lidija Kovařík, General Director of Pilsner Urquell: The Original Beer Experience.
The international success of the project has also been confirmed by the World Travel Awards, which we received in 2025 in both European and global categories. Even after three years, we continue to pursue our original goal — presenting Czech beer culture as a modern and accessible experience that connects tradition, gastronomy, and the unique atmosphere of Prague.
Today, we are no longer just a traditional beer exhibition. Pilsner Urquell: The Original Beer Experience has gradually evolved into a place where high-quality service, entertainment, education, and top-level gastronomy meet. A major role is also played by the technical infrastructure. We currently operate seven taps, 40 beer spouts, and more than 500 metres of beer lines. Since 2025, we have also been working with 12 beer tanks of 500 litres each, making this the highest number of Pilsner Urquell tanks in a single building in the Czech Republic.
An evening full of experiences
The major 3rd anniversary celebration took place on 13 May and offered guests a cross-section of everything Pilsner Urquell: The Original Beer Experience represents today. The evening began with a welcome drink and continued with the original Pilsner Experience Couture Edition — a fashion show in which our employees, colleagues, and friends presented clothing and accessories from the Gift Shop. The show demonstrated that beer culture can be not only traditional, but also playful, modern, and open to all generations.
The programme also included the popular Tapster Academy, where guests learn how to properly tap traditional beer styles — hladinka, šnyt, and mlíko. There was also Dinner with a Beer Sommelier, which connects Czech beer with a gastronomic experience and shows the wide possibilities of beer pairing.
The evening featured a ceremonial toast, guests enjoyed a birthday cake from Věnečky Janeček, and there were interviews with key members of the team, including General Director Lidija Kovařík and General Director of Plzeňský Prazdroj Michał Mrowiec. The entire celebration was carried in a friendly atmosphere and served mainly as a thank-you to everyone who is part of our story.
We would also like to thank our partners, suppliers, and collaborators who share the same vision with us in the long term and help us move the project forward. Thanks to their support and cooperation, we can continuously bring new experiences to visitors and maintain the high quality of services and the overall concept.
Looking ahead, we enter the coming years with a clear vision — to continue developing modern beer culture, creating unforgettable experiences for guests from around the world, and further building a place that connects the tradition of the Pilsner Urquell brand with innovation, gastronomy, and the contemporary energy of Prague.