Pilsner Urquell: The Original Beer Experience, recorded its strongest year to date in 2025, attracting visitors from more than 120 countries. Twenty-one per cent of visitors were from the UK.
The experience moves beyond the traditional brewery tour model. Its core is a ten-part multimedia exhibition tracing the technical and cultural evolution of Pilsner Urquell, from ingredients, brewing, and maturation processes to the global spread of the Pilsner style that went on to define modern lager. Audiovisual technology and interactive storytelling are used to educate visitors.
The experience concludes in a contemporary beer hall serving tank-fresh Pilsner Urquell, poured by trained tapsters. The Tapster Academy builds on this with a practical look at Czech pouring traditions, including Hladinka, Šnyt and Mlíko, focusing on the role technique plays in final beer quality.
Beer’s role in modern gastronomy is explored through the beer sommelier dinner, a guided five-course pairing experience inspired by Czech cuisine. A beer sommelier lunch will launch this year.
Located in a protected Art Nouveau building at the lower end of Wenceslas Square, the attraction sits within Prague’s primary tourism corridor.
In 2025, The Original Beer Experience was named the world’s leading beer tour visitor experience at the World Travel Awards.
