Miller Brands is aiming to reinforce the 173-year heritage of Pilsner Urquell lager with a new, retro-inspired bottle.
Bavarian brewer Josef Groll created the beer – the world’s first pale lager – in 1842 when he was commissioned to make a superior beer by the citizens of Plzeň, Czech Republic – then a part of the Habsburg Empire.
The redesigned bottle uses traditional brown glass used to package the beer – though in a slightly lighter ‘amber’ shade. The bottle has a contoured shape and the words ‘Plzeň Czech’ embossed on the front, while the label is printed on thicker paper and features a larger red wax seal graphic. The new 330ml and 500ml bottles will roll out from next month.
“Pilsner Urquell is a pleasant rarity in today’s world as it offers customers a contemporary, quality beer with a unique heritage and story,” said Miller Brands sales director Tim Clay. “We have kept the world’s first Pilsner true to its flavour, ingredients and source which, now more than ever, beer lovers truly appreciate.”