A Record Number of Visitors for Plzeňsky Prazdroj – More Then 270 Thousand Visitors Per Year

29.1.2013 Uncategorized

Thanks to the fame of Pilsen beer and the long lasting high level of service, the breweries of Plzeňský Prazdroj are among the foremost in popular destinations for industrial tourism in the Czech Republic.

In 2012, the interest was highest among the tourists from the Czech Republic and Germany. The number of visitors from Southeast Asia, especially Vietnam, Thailand and India, rose significantly. More and more tourists are also coming from China thanks to the „Chinese Certification of a Quality Destination,“ which was awarded to Plzeňský Prazdroj in February, 2012 as the first Czech destination outside of Prague. It is an internationally recognised certification that represents an important sign of quality for Chinese tourist agencies.

„More than 90 professional guides and Visitor Centre employees are taking care of the satisfaction of our visitors on our visitor tours. Our guides are presenting the facts about the production, history and present state of Pilsen beer in at least seven languages the whole year around. We do everything we can to ensure complete satisfaction of our visitors, who will be good ambassadors of our beer brands all around the world,“ said Tomáš Raboch, director of the Tourism Department of Plzeňsky Prazdroj, explaining the mission of the Visitors Centre.

The attendance is supported by accompanying events that take place in the brewery, such as the concert series called Summer in Prazdroj, regular concerts by Lubomír Brabec, and the celebration of Pilsen beers, Pilsner Fest. In 2012, many special events took place in Prazdroj and the Beer Brewing Museum, particularly the organisation and celebration of 170th anniversary of the brewery’s establishment and the brewing of the first Pilsen Urquell lager, all of which helped to increase interest among tourists.

Stores and meeting spaces
The services offered to tourists include a gift shop and the increasingly popular e-shop. A growing number of advertising artefacts with the symbols of Pilsner Urquell and Gambrinus are being shipped abroad thanks to this service alone.

In 2012, a new company store called the „Pilsner Urquell Galerie – Experience shop“ was opened in Prague. In this unique store, located on the island of Kampa, visitors of the capital may not only purchase gifts and souvenirs, but can also enjoy a glass of great beer while learning about the legendary Pilsen Urquell lager via interactive exploration

The meeting and social centre Secese, in Pilsen, also had a  successful year. Last year, more companies and private parties used the space for celebrations and other organised events. Several hundred events took place in the brewery in 2012, including major conferences, small family events, weddings and more.


Notes for editors:

  • With its total sale of nearly 9.9 millions of hectoliters during the calendar year of 2012 (including licensed productions abroad) and with its export to more than 50 countries worldwide, Plzeňský Prazdroj Inc. is the preeminent beer producer in the region and the biggest exporter of the Czech beer.
  • Plzeňský Prazdroj Inc. is a  member of SABMiller plc. group. Pilsner Urquell is the international flagship brand of the SABMiller brand portfolio.
  • SABMiller plc. is one of the world’s biggest beer brewing companies, with beer brewing activities or distribution in more than 60 countries across six continents. SABMiller portfolio includes important international Brands such as Grolsch, Miller Genuine Draft, Peroni Nastro Azzurro, and Pilsner Urquell, as well as almost 200 successful regional and national brands.


Vladimír Jurina
Plzeňský Prazdroj
+420 724 617 886