Standing listening last night to The Macallan’s brand ambassador, Joy Elliot, who was conducting a tasting of the new 1824 Series at the Whisky Shop in London’s Piccadilly, I could not resist a feeling of déjà vu.
The beer, which is standard Pilsner Urquell lager, is packaged in a brown glass bottle - echoing the first Pilsner Urquell bottles - and has a swing top closure.
Bottles will be available in 18 of the brand’s 51 global markets from October 5.
The launch coincides with a celebration in the brewery’s hometown of Pilsen, where 10 bespoke 170-litre oak barrels of unfiltered Pilsner Urquell will be also unveiled.
Petr Dvorak, Pilsner Urquell, global brand director said: “We have developed some great initiatives to engage both on and off-trade outlets to mark our 170 year anniversary.
“In addition to the commemorative bottle for off-trade, on-trade will have the opportunity to host their own 170th Anniversary celebrations with limited amount of unfiltered Pilsner Urquell beer provided to selected venues”
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