Pilsner Urquell Has a Special Place for New Recipe Suggestions

'Keepers of the Craft' is the beer brand's new creative platform

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Businesses don’t always welcome employees’ urge to innovate—or at least Pilsner Urqell doesn’t when it comes to “improving” its recipe.

The Czech beer brand has released a campaign to promote its new creative platform “Keepers of the Craft,” created by VCCP Prague. Its aim is to highlight Pilsner Urquell and its brewmasters’ commitment to the craft.

Owned by Asahi, Pilsner Urquell claims to be the world’s first pilsner from Plzen, Czech Republic, which continues to be made in the same way, same place and with the same local ingredients since its creation in 1842.

Titled “Taste Worth Protecting.



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