Pilsner Urquell beer bottle will be 100 % renewable

How can tradition and innovation appear together on a beer bottle? How are design and sustainability brought together? The bottle of the world-famous Pilsner Urquell beer has been renewed. All foil and plastic have been removed from the bottle, so the category creator Czech beer will be available with a 100 % recyclable packaging. The new design simultaneously conveys the history of the nearly 180 years old Plzeň beer brewing and innovation, and also demonstrates how renewal is possible in the name of originality. 

We created a video for the introductory campaign, in which we presented the fine details of the packaging as if it were fine art. Beer bloggers and journalists were the first to receive the renewed bottles, and they could test their knowledge of the evolution of beer packaging with a fun quiz.