Pilsner Urquell: The Original Beer Experience

Pilsner Urquell: The Original Beer Experience, a new brand home for Pilsner Urquell in Prague, is located in a historic Art Nouveau building at the bottom of Wenceslas Square. 

On the first floor, The Original Tour takes guests on a journey through the origins and presence of Pilsner Urquell beer. This multimedia, hi-tech journey tells the story behind the world's first golden lager, including a 360° interactive game zone. Unique state-of-the-art audio guides connect with elements of the Experience automatically as visitors move through the space, providing an entertaining narrative in the main 11 languages used by tourists in Prague, including Czech, English, French, German, Spanish, Italian, Japanese and Mandarin.

On the second floor, the experience continues in the iconic Beer Hall with large LED screens, dynamic lights and an audio system, where our tapsters serve fresh beer from tanks and mesmerize with captivating beer shows, creating an unforgettable experience. The Beer Hall can accommodate approx 200 persons.

In our Tapster Academies, visitors learn the art of pouring the traditional pours: Hladinka, Šnyt and Mlíko. The true gem of the Experience is the Brewers' bar, a circular bar for 18 people with a view of Wenceslas Square, connected to a flexible Pilsner Hall designed for 70 people.

Visitors and locals can also visit “Výčep U Zvonu“, a stylish street taproom and beer terrace operating independently of the visitor tours. Our brand shop on the ground floor offers a wide range of high-quality merchandise and hand engraving.

Grand opening video: https://www.youtube.com/watch?v=WgTjnAh5UDY