The Experience tells the story of the world’s first Pilsner beer in a unique way that celebrates Pilsner Urquell’s central place in Czech history and culture.
Located at the bottom of Wenceslas Square in a historic building, which was originally constructed as the Prague Credit Bank, the Experience delivers an immersive visitor experience of a kind not seen before in Prague. Visitors discover the Czech Republic’s famous beer culture and learn all about its most beloved brand, Pilsner Urquell, in an innovative sensory experience full of technologies to entertain.
The Original Tour, which lasts approx. 90 minutes, takes guests on a journey through the origins and present of Pilsner Urquell beer. A multimedia, hi-tech journey tells the story behind the original Pilsner lager, including a 360° interactive game zone, and offers an opportunity to taste Pilsner Urquell beer in the Beer Hall for an authentic taste of Czech beer culture. 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 languages used by tourists in Prague including Czech, English, French, German, Spanish, Italian, Japanese and Mandarin.
Other tour options include the Tapster Academy, where visitors learn the art of pouring the perfect Pilsner the Czech way with foam, in three traditional pours: Hladinka, Šnyt and Mlíko. Visitors and locals alike can also visit “Výčep U Zvonu“, a stylish street taproom and beer terrace operating independently of the visitor tours.
