Now Open: Pilsner Urquell Beer Experience in Prague

Last weekend, Pilsner Urquell: The Original Beer Experience opened in the center of Prague. Here, visitors can find out all about the history of the world’s first golden lager. A 90-minute tour through the 3,500-square-meter exhibition includes a 360-degree interactive gaming zone as well as a beer tasting. A modern audio guide, which automatically connects to the elements of the exhibition, accompanies guests through it. In addition, the art of perfect beer tapping can be learned in the “Tapster Academy”. The multimedia beer experience was implemented by the renowned Californian company BRC Imagination Arts. The investor and operator of the exhibition is The Original Experience Company. A total of around 20 million euros has been invested in the tourist destination, which is expected to attract over 400,000 visitors per year. Numerous other European beer exhibitions have already proved to be visitor magnets. This is also the case with the Dutch Heineken Experience in Amsterdam, in which BRC was also involved. (eap)