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World's first golden lager to celebrate anniversary in style in Pilsen Square

Added: Wednesday, September 19th 2012

On 5 October the original golden beer, Pilsner Urquell, will begin celebrations for the 170th anniversary in the lager’s legendary hometown of Pilsen, Czech Republic, featuring dynamic musical and theatrical performances, Czech celebrities, speakers and flowing Pilsner Urquell. To mark the beginning of the open invitation anniversary event in Pilsen Square, ten 170-litre bespoke barrels filled with the unfiltered Pilsner Urquell will be wheeled through Pilsen by horse- drawn carriages, ready to be enjoyed in Pilsen Square.

The people of Pilsen and beer lovers around the world have been counting down the days until the 170th celebration, eagerly watching the clock for when it strikes 8pm on 5 October  and the real celebrations begin. The celebrations will be a feast for the senses as the Pilsen Philharmonic Orchestra starts to play and acrobats, Décalages, perform suspended in mid-air putting on a custom show for Pilsner Urquell. A stream of established musical guests and speakers will also work to create a lively and engaging narrative of the major milestones in Pilsner Urquell’s history, while a unique performance by Michal Pavlíček, who will play songs exclusively created for Pilsner Urquell’s 170th anniversary celebration, will close the evening.

Pilsner Urquell’s famous Brewmaster, Vaclav Berka says, “170 years of making the perfect Pilsen is no small feat, and we could not be more proud to be celebrating with such an amazing range of guests and beer buffs in the historical Pilsen Square. Anniversaries happen every year, but our 170th will be a once in a lifetime event.”

Pilsner Urquell’s International Master Bartenders will also play a special role in the celebration, with the finalists and winner bearing the flags of their home countries as they accompany the horse-drawn carriages into the square, showing the international admiration for Pilsner Urquell. The finalists will also prove they are worth the IMB title as they pour beer for the people of Pilsen in five special bars at the event.

The invention of Pilsner Urquell and its perfectly balanced taste of hoppy bitterness and caramel sweetness back in 1842 was a momentous milestone in the history of beer, and Pilsner Urquell refuses to forget it. As Petr Dvorak, Pilsner Urquell’s Global Brand Director, says, “Staying true to Josef Groll’s original recipe for 170 years is more than reason to celebrate and we are excited for what the future holds for the world’s original Pilsner.”

Dvorak adds, “Pilsner Urquell is the beer that defined the entire lager category, which today represents two thirds of all beer consumed.”

In addition to these celebrations, Pilsner Urquell is also launching a limited-edition one litre bottle designed with a classic swing top and a distinctive brown glass, echoing back to the very first Pilsner Urquell bottle from which the golden brew was originally enjoyed. Using their beer recipe that remains untouched to this day, the bottle’s timeless design incorporates the 170 years of brewing history on the label, and is available to purchase from 5 October in selected stores in over 18 countries around the world.

 

 


 

Pilsner Urquell