{"id":2658,"date":"2026-05-18T13:56:07","date_gmt":"2026-05-18T13:56:07","guid":{"rendered":"https:\/\/www.iforbes.cz\/?p=2658"},"modified":"2026-05-18T13:56:07","modified_gmt":"2026-05-18T13:56:07","slug":"pilsner-urquell-the-original-beer-experience-slavi-tri-roky-do-prahy-privedl-hosty-z-vice-nez-130-zemi","status":"publish","type":"post","link":"https:\/\/www.iforbes.cz\/index.php\/2026\/05\/18\/pilsner-urquell-the-original-beer-experience-slavi-tri-roky-do-prahy-privedl-hosty-z-vice-nez-130-zemi\/","title":{"rendered":"Pilsner Urquell: The Original Beer Experience slav\u00ed t\u0159i roky. Do Prahy p\u0159ivedl hosty z v\u00edce ne\u017e 130 zem\u00ed"},"content":{"rendered":"\n<p><strong>Pilsner Urquell: The Original Beer Experience se za t\u0159i roky fungov\u00e1n\u00ed etabloval jako stabiln\u00ed sou\u010d\u00e1st pra\u017esk\u00e9 turistick\u00e9 nab\u00eddky. Expozice The Original Tour l\u00e1k\u00e1 p\u0159edev\u0161\u00edm zahrani\u010dn\u00ed n\u00e1v\u0161t\u011bvn\u00edky, zat\u00edmco eventov\u00e9 prostory vyu\u017e\u00edvaj\u00ed hlavn\u011b \u010desk\u00e9 firmy a dom\u00e1c\u00ed host\u00e9. Projekt z\u00e1rove\u0148 roz\u0161\u00ed\u0159il nab\u00eddku z\u00e1\u017eitk\u016f, pos\u00edlil spolupr\u00e1ci s hotely, agenturami i m\u00e9dii a v roce 2025 z\u00edskal ocen\u011bn\u00ed World Travel Awards v evropsk\u00e9 i glob\u00e1ln\u00ed kategorii. Jeho marketingovou prezentaci ocenila tak\u00e9 sout\u011b\u017e Market\u00e9r roku 2025, v n\u00ed\u017e gener\u00e1ln\u00ed \u0159editelka PUX Lidija Kova\u0159\u00edk z\u00edskala ocen\u011bn\u00ed R\u016f\u017eov\u00fd delf\u00edn za realizaci oce\u0148ovan\u00e9 z\u00e1\u017eitkov\u00e9 atrakce v centru Prahy.<\/strong><\/p>\n\n\n\n<p>Pilsner Urquell: The Original Beer Experience (PUX) se za t\u0159i roky fungov\u00e1n\u00ed etabloval jako stabiln\u00ed sou\u010d\u00e1st pra\u017esk\u00e9 turistick\u00e9 nab\u00eddky a p\u0159iv\u00edtal hosty z v\u00edce ne\u017e 130 zem\u00ed sv\u011bta. Tematickou expozici The Original Tour, kter\u00e1 z\u016fst\u00e1v\u00e1 hlavn\u00edm n\u00e1v\u0161t\u011bvnick\u00fdm l\u00e1kadlem, vyhled\u00e1vaj\u00ed p\u0159edev\u0161\u00edm zahrani\u010dn\u00ed turist\u00e9, nej\u010dast\u011bji z Velk\u00e9 Brit\u00e1nie, N\u011bmecka, It\u00e1lie a Spojen\u00fdch st\u00e1t\u016f americk\u00fdch. U eventov\u00fdch prostor je skladba klientely odli\u0161n\u00e1. Zhruba 90 procent rezervac\u00ed tvo\u0159\u00ed \u010desk\u00e9 firmy a dom\u00e1c\u00ed n\u00e1v\u0161t\u011bvn\u00edci.<\/p>\n\n\n\n<p><em>\u201eZahrani\u010dn\u00ed host\u00e9 tvo\u0159\u00ed v\u00fdznamnou \u010d\u00e1st n\u00e1v\u0161t\u011bvnosti, co\u017e ukazuje, \u017ee \u010desk\u00e1 pivn\u00ed kultura je pro turisty st\u00e1le siln\u00fdm t\u00e9matem. Z\u00e1rove\u0148 ale vid\u00edme rozd\u00edl v tom, jak jednotliv\u00e9 skupiny n\u00e1v\u0161t\u011bvn\u00edk\u016f na\u0161e slu\u017eby vyu\u017e\u00edvaj\u00ed. Turist\u00e9 \u010dast\u011bji p\u0159ich\u00e1zej\u00ed na hlavn\u00ed prohl\u00eddku, zat\u00edmco \u010de\u0161t\u00ed host\u00e9 v\u00edce vyhled\u00e1vaj\u00ed dopl\u0148kov\u00e9 a pr\u00e9miov\u00e9 z\u00e1\u017eitky, nap\u0159\u00edklad \u0161kolu \u010depov\u00e1n\u00ed nebo ve\u010de\u0159i s pivn\u00edm someli\u00e9rem,\u201c <\/em>\u0159\u00edk\u00e1 Lidija Kova\u0159\u00edk, gener\u00e1ln\u00ed \u0159editelka Pilsner Urquell: The Original Beer Experience. Podle n\u00ed se tak ukazuje, \u017ee PUX u\u017e n\u00e1v\u0161t\u011bvn\u00edci nevn\u00edmaj\u00ed jen jako expozici, ale jako \u0161ir\u0161\u00ed z\u00e1\u017eitkov\u00fd koncept.<\/p>\n\n\n\n<p>Krom\u011b hlavn\u00ed prohl\u00eddky dnes PUX zahrnuje nap\u0159\u00edklad \u0160kolu \u010depov\u00e1n\u00ed, Ve\u010de\u0159i s pivn\u00edm someli\u00e9rem, sez\u00f3nn\u00ed Ob\u011bd s pivn\u00edm someli\u00e9rem nebo bal\u00ed\u010dky vznikl\u00e9 ve spolupr\u00e1ci s Prague Boats, kter\u00e9 propojuj\u00ed pivn\u00ed z\u00e1\u017eitek s plavbou historick\u00fdm centrem Prahy. Sou\u010d\u00e1st\u00ed prostoru na V\u00e1clavsk\u00e9m n\u00e1m\u011bst\u00ed je tak\u00e9 Beer Hall, zna\u010dkov\u00fd obchod a z\u00e1zem\u00ed pro firemn\u00ed i soukrom\u00e9 akce. Pr\u00e1v\u011b eventy se za posledn\u00ed roky staly jednou z d\u016fle\u017eit\u00fdch \u010d\u00e1st\u00ed provozu, zejm\u00e9na pro \u010deskou firemn\u00ed klientelu.<\/p>\n\n\n\n<p>D\u016fle\u017eitou sou\u010d\u00e1st\u00ed cel\u00e9ho konceptu je tak\u00e9 z\u00e1zem\u00ed pro \u010depov\u00e1n\u00ed piva. PUX m\u00e1 celkem sedm v\u00fd\u010dep\u016f, 40 kohout\u016f a v\u00edce ne\u017e 500 metr\u016f pivn\u00edho veden\u00ed. Od roku 2025 je v budov\u011b tak\u00e9 12 pivn\u00edch tank\u016f o objemu 500 litr\u016f, co\u017e je nejvy\u0161\u0161\u00ed po\u010det tank\u016f Pilsner Urquell v jedn\u00e9 budov\u011b v \u010cesk\u00e9 republice. O provoz v\u00fd\u010dep\u016f se star\u00e1 t\u00fdm 15 profesion\u00e1ln\u00edch v\u00fd\u010depn\u00edch. Ti zaji\u0161\u0165uj\u00ed nejen b\u011b\u017en\u00fd provoz Beer Hallu, ale tak\u00e9 z\u00e1\u017eitkov\u00e9 programy, ve kter\u00fdch n\u00e1v\u0161t\u011bvn\u00edky seznamuj\u00ed s rozd\u00edly mezi jednotliv\u00fdmi zp\u016fsoby \u010depov\u00e1n\u00ed. Nejobl\u00edben\u011bj\u0161\u00ed variantou z\u016fst\u00e1v\u00e1 tradi\u010dn\u00ed hladinka serv\u00edrovan\u00e1 v p\u016fllitru.<\/p>\n\n\n\n<p>Rozd\u00edly mezi skupinami n\u00e1v\u0161t\u011bvn\u00edk\u016f se prom\u00edtaj\u00ed tak\u00e9 do gastronomie a retailu. Zahrani\u010dn\u00ed host\u00e9 nej\u010dast\u011bji p\u0159ich\u00e1zej\u00ed na hlavn\u00ed prohl\u00eddku a z gastronomick\u00e9 nab\u00eddky si \u010dasto vyb\u00edraj\u00ed klasick\u00fd \u010desk\u00fd ob\u011bd. \u010ce\u0161t\u00ed n\u00e1v\u0161t\u011bvn\u00edci \u010dast\u011bji vyu\u017e\u00edvaj\u00ed dopl\u0148kov\u00e9 programy a pr\u00e9miov\u00e9 z\u00e1\u017eitky. Podobn\u011b je tomu i ve zna\u010dkov\u00e9m obchod\u011b. Zahrani\u010dn\u00ed turist\u00e9 nej\u010dast\u011bji sahaj\u00ed po klasick\u00fdch suven\u00fdrech, jako jsou tri\u010dka, otv\u00edr\u00e1ky nebo magnety, zat\u00edmco dom\u00e1c\u00ed n\u00e1v\u0161t\u011bvn\u00edci i \u010d\u00e1st turist\u016f st\u00e1le v\u00edce vyhled\u00e1vaj\u00ed personalizovan\u00e9 produkty. Mezi nejobl\u00edben\u011bj\u0161\u00ed pat\u0159\u00ed ru\u010dn\u011b grav\u00edrovan\u00e9 p\u016fllitry se jm\u00e9nem nebo personalizovan\u00e9 lahve, kter\u00e9 \u010dasto slou\u017e\u00ed jako d\u00e1rek k narozenin\u00e1m nebo upom\u00ednka na n\u00e1v\u0161t\u011bvu Prahy.<\/p>\n\n\n\n<p>Viditelnost projektu v zahrani\u010d\u00ed pom\u00e1h\u00e1 budovat i spolupr\u00e1ce s partnery v cestovn\u00edm ruchu. Za t\u0159i roky fungov\u00e1n\u00ed PUX hostil v\u00edce ne\u017e 50 fam trip\u016f a spolupracuje p\u0159ibli\u017en\u011b s 270 hotely a 300 turistick\u00fdmi agenturami. Do expozice pravideln\u011b m\u00ed\u0159\u00ed tak\u00e9 novin\u00e1\u0159i a influence\u0159i, d\u00edky nim\u017e je projekt zmi\u0148ov\u00e1n v zahrani\u010dn\u00edch m\u00e9di\u00edch, mimo jin\u00e9 ve Francii, Spojen\u00fdch st\u00e1tech, Nizozemsku, Irsku, Velk\u00e9 Brit\u00e1nii, N\u011bmecku, Chorvatsku, na Slovensku nebo v It\u00e1lii. \u010cesk\u00e9 pivo v tomto pojet\u00ed tak nefunguje jen jako dopln\u011bk n\u00e1v\u0161t\u011bvy Prahy, ale jako samostatn\u00e9 t\u00e9ma spojen\u00e9 s gastronomi\u00ed, \u0159emeslem a lok\u00e1ln\u00ed kulturou.<\/p>\n\n\n\n<p><em>\u201ePro zahrani\u010dn\u00ed n\u00e1v\u0161t\u011bvn\u00edky je \u010desk\u00e9 pivo velmi srozumiteln\u00e9 t\u00e9ma, ale z\u00e1rove\u0148 je pot\u0159eba ho vypr\u00e1v\u011bt sou\u010dasn\u00fdm zp\u016fsobem. Nejen p\u0159es historii zna\u010dky, ale tak\u00e9 p\u0159es z\u00e1\u017eitek, servis, gastronomii a konkr\u00e9tn\u00ed momenty, kter\u00e9 si lid\u00e9 z n\u00e1v\u0161t\u011bvy odnesou. Pr\u00e1v\u011b proto je pro n\u00e1s d\u016fle\u017eit\u00e1 spolupr\u00e1ce s hotely, agenturami, novin\u00e1\u0159i i influencery. Pom\u00e1haj\u00ed n\u00e1m dostat p\u0159\u00edb\u011bh PUX k lidem je\u0161t\u011b p\u0159edt\u00edm, ne\u017e do Prahy p\u0159ijedou,\u201c<\/em> \u0159\u00edk\u00e1 Jakub Telensk\u00fd, \u0161\u00e9f marketingu Pilsner Urquell: The Original Beer Experience.<\/p>\n\n\n\n<p>Za posledn\u00ed roky se prom\u011bnila tak\u00e9 komunikace projektu. PUX p\u0159edstavil novou vizu\u00e1ln\u00ed identitu a postupn\u011b se posunul od form\u00e1ln\u011bj\u0161\u00ed prezentace k obsahu, kter\u00fd v\u00edce akcentuje z\u00e1kulisn\u00ed d\u011bn\u00ed, t\u00fdm, n\u00e1v\u0161t\u011bvnickou zku\u0161enost a form\u00e1ty p\u0159irozen\u00e9 pro soci\u00e1ln\u00ed s\u00edt\u011b. Sou\u010d\u00e1st\u00ed komunikace byly i spolupr\u00e1ce se zn\u00e1m\u00fdmi osobnostmi, nap\u0159\u00edklad s hercem Janem Buda\u0159em nebo b\u00fdval\u00fdm fotbalistou Pavlem Horv\u00e1them. Mezin\u00e1rodn\u00ed pozici projektu potvrdila ocen\u011bn\u00ed World Travel Awards, kter\u00e1 PUX v roce 2025 z\u00edskal v evropsk\u00e9 i glob\u00e1ln\u00ed kategorii. \u00dasp\u011bch projektu ocenila tak\u00e9 sout\u011b\u017e Market\u00e9r roku 2025, po\u0159\u00e1dan\u00e1 \u010ceskou marketingovou spole\u010dnost\u00ed, kde Lidija Kova\u0159\u00edk z\u00edskala ocen\u011bn\u00ed R\u016f\u017eov\u00fd delf\u00edn za realizaci oce\u0148ovan\u00e9 z\u00e1\u017eitkov\u00e9 atrakce v centru Prahy.<\/p>\n\n\n\n<p><em>\u201ePilsner Urquell: The Original Beer Experience nab\u00edz\u00ed autentickou cestu do historie a \u0159emesla plze\u0148sk\u00e9ho piva, p\u0159i kter\u00e9 n\u00e1v\u0161t\u011bvn\u00edci zapojuj\u00ed v\u0161echny smysly. Jsem hrd\u00fd na to, \u017ee jsme b\u011bhem posledn\u00edch t\u0159\u00ed let mohli n\u00e1\u0161 pivovarsk\u00fd p\u0159\u00edb\u011bh p\u0159edstavit tak v\u00fdrazn\u00fdm zp\u016fsobem a p\u0159ibl\u00ed\u017eit plze\u0148sk\u00fd le\u017e\u00e1k statis\u00edc\u016fm zahrani\u010dn\u00edch n\u00e1v\u0161t\u011bvn\u00edk\u016f, kte\u0159\u00ed p\u0159ij\u00ed\u017ed\u011bj\u00ed do \u010cesk\u00e9 republiky,\u201c<\/em> \u0159\u00edk\u00e1 Micha\u0142 Mrowiec, gener\u00e1ln\u00ed \u0159editel Plze\u0148sk\u00e9ho Prazdroje.<\/p>\n\n\n\n<p>D\u016fle\u017eitou sou\u010d\u00e1st\u00ed projektu z\u016fst\u00e1v\u00e1 i pr\u00e1ce s t\u00fdmem. PUX dlouhodob\u011b podporuje odborn\u00e9 vzd\u011bl\u00e1v\u00e1n\u00ed zam\u011bstnanc\u016f v gastronomii, servisu, leadershipu i rozvoji firemn\u00ed kultury. Zvl\u00e1\u0161tn\u00ed d\u016fraz je kladen na v\u00fd\u010depn\u00ed, kte\u0159\u00ed se pravideln\u011b \u00fa\u010dastn\u00ed sout\u011b\u017ee Pilsner Urquell Master Bartender. V roce 2024 z\u00edskal v\u00fd\u010depn\u00ed Maty\u00e1\u0161 Wiaczka druh\u00e9 m\u00edsto v celorepublikov\u00e9m fin\u00e1le sout\u011b\u017ee. Po t\u0159ech letech tak projekt stoj\u00ed na pomez\u00ed n\u00e1v\u0161t\u011bvnick\u00e9 expozice, gastronomick\u00e9ho provozu a eventov\u00e9ho prostoru. Do dal\u0161\u00edch let chce d\u00e1l rozv\u00edjet nab\u00eddku z\u00e1\u017eitk\u016f i pov\u011bdom\u00ed o \u010desk\u00e9 pivn\u00ed kultu\u0159e doma i v zahrani\u010d\u00ed.<\/p>\n\n\n\n<p><em>Foto: PUX<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Pilsner Urquell: The Original Beer Experience se za t\u0159i roky fungov\u00e1n\u00ed etabloval jako stabiln\u00ed sou\u010d\u00e1st pra\u017esk\u00e9 turistick\u00e9 nab\u00eddky. Expozice The<\/p>\n","protected":false},"author":1,"featured_media":2659,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"colormag_page_container_layout":"default_layout","colormag_page_sidebar_layout":"default_layout"},"categories":[53],"tags":[666,668,499,501,502,667],"_links":{"self":[{"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/posts\/2658"}],"collection":[{"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/comments?post=2658"}],"version-history":[{"count":1,"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/posts\/2658\/revisions"}],"predecessor-version":[{"id":2660,"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/posts\/2658\/revisions\/2660"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/media\/2659"}],"wp:attachment":[{"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/media?parent=2658"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/categories?post=2658"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/tags?post=2658"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}