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New packaging for world's oldest Pilsner

Pilsner Urquell will unveil a new brown bottle packaging format to the UK market this month. The amber coloured glass will replace the green bottle in a move to reinforce the brand’s quality and original Pilsner credentials. The packaging will feature a retro-styled new label on 330ml and 500ml bottles, and nod to the brand’s Czech lineage.

The new Pilsner Urquell Brown Bottle will be available in the on and off-trade from leading supermarkets, off-licences and convenience stores.

Pilsner Urquell has been part of Plzen, Czech Republic for 172 years. Made in the same place since 1842, with the same soft Plzen water, Saaz hops from Zatec and Czech barley from Moravia - the brewing process remains completely unchanged. Pilsner Urquell still germinates and malts, and triple - decocts its mash over open flames. This packaging move celebrates the generations of Czechs that have maintained this integrity and labour of love behind the beer.

Tim Clay, director of sales, Miller Brands UK & Ireland says:“Pilsner Urquell is a pleasant rarity in today’s world as it offers a contemporary, quality beer with a unique heritage and story. We have kept the world’s first Pilsner true to its flavour, ingredients and source, which, now more than ever, beer lovers truly appreciate. We’re thrilled to be one of the first markets in Europe to introduce the new brown bottle and believe UK drinkers will embrace the change.”

13 April 2015 - Felicity Murray The Drinks Report, editor