Pilsner Urquell

Pilsner Urquell is a historic Czech beer brand. It was acquired by asahi-group-holdings in December 2016 as part of a US$7.3 billion purchase of former sabmiller Eastern European assets.

Alongside brands like peroni-nastro-azzurro, Pilsner Urquell is central to Asahi’s European premiumization strategy, allowing the company to command higher margins and offset volume declines in traditional beer markets.