Pilsner Urquell comes from Bohemia, a land of creativity and innovation. The beer was born in Pilsen (Plzeň), a town rich in natural resources and human talent, now at the heart of the Czech Republic. Bohemia has long attracted thinkers, artists, and scholars from across Europe. Its people were practical yet visionary, always seeking ways to improve the world around them — and nowhere was this more evident than in beer.
A Different Way of Thinking
Czechs have always seen the world differently. From astronomer Johannes Kepler to surrealist photographer Josef Sudek, and of course writer Franz Kafka, Bohemians have combined insight with imagination to push boundaries. For Pilsen, that creative spark led to something truly exceptional: the world’s first golden lager.
Building the Brewery
King Wenceslas II discovered Pilsen in 1295 and granted its citizens the right to brew beer. Brewing guilds ensured skills were passed down for generations. By the early 19th century, however, beer quality was inconsistent. Passionate brewers came together with one goal: create better, higher-quality beer.
Architect Martin Stelzer designed a modern brewery along the Radbuza River, choosing sandstone cellars for lagering, fresh water for brewing, and optimal natural conditions for flavor.
Image idea: Vintage illustration of the Radbuza River and Pilsen brewery site
Josef Groll: The Visionary Brewer
A young Bavarian named Josef Groll transformed beer forever. Traditional top-fermented methods gave way to bottom-fermentation — “lagering” — using Pilsen’s finest ingredients: special barley, Saaz hops, and local water. In 1842, Groll brewed the world’s first golden lager: bright, clear, and delicious — the beer we now know as Pilsner Urquell.
Pull quote idea: "Groll’s vision turned tradition on its head, creating a beer the world had never seen."
The Golden Revolution
Before Pilsner, beer was dark and cloudy. Pilsen’s innovation sparked a revolution. Following public outrage over poor-quality beer, a new brewery was built, a visionary brewer applied new methods, and history was made. On October 5, 1842, at St. Martin’s Market, Josef Groll unveiled the golden beer that would change brewing forever.
Image idea: Historical depiction of St. Martin’s Market launch
Spreading the Legacy
News of Pilsner Urquell spread quickly across Bohemia and Europe. The new railway helped it reach Germany, France, and beyond. Imitators soon emerged, calling their beers “Pils,” “Pilsen,” or “Pilsner,” but the original stood apart. In 1898, the brewery protected its heritage, renaming the beer Pilsner Urquell, meaning “original source from Pilsen.”
For nearly 200 years, Pilsner Urquell has been brewed at the same Pilsen brewery using Groll’s original recipe and strict standards. Generations of brewers have preserved its flavor and quality while embracing innovation.
Despite wars, communism, and political upheaval, Czech passion for beer endured. Today, SABMiller oversees Pilsner Urquell, honoring its history while ensuring excellence in the modern era.
Pull quote idea: "Every brewery is a work of art, every batch a testament to craft."
Experience the Original Golden Beer
From its Bohemian roots to the world stage, Pilsner Urquell remains the standard by which all golden lagers are judged. Taste the legacy, taste the innovation — taste Pilsner Urquell.
