The Czech Republic’s leading beer brand Pilsner Urquell has opened a new tourist attraction in Prague, Pilsner Urquell: The Original Beer Experience.
It tells the story of the beer brand through an interactive audiovisual exhibition, which also explores the beer’s brewing process.
The multimedia and multi-sensory tour is based in the historic building of the original headquarters of the Prague Central Bank in Wenceslas Square.
The Czech tourist board is hoping the 90-minute tour will mirror the success of beverage-themed brand experiences such as the Guinness Storehouse in Dublin and the Heineken Experience in Amsterdam
