Pilsner Urquell changes iconic bottle design to be more environmentally friendly

The iconic Czech beer brand will be ditching the gold foil that has covered the tops of its bottles since 1950 in an effort to reduce waste.

Jason Pirodsky

Written by Jason Pirodsky Published on 13.03.2021 15:59 (updated on 14.03.2021) Reading time: 1 minute

Pilsner Urquell's iconic bottles will be getting a new look this year as the company seeks to become more environmentally friendly.

The gold foil that has adorned Pilsner's beer bottles for decades will be ditched in an effort to reduce waste. Additionally, the plastic stickers that cover the bottles will be replaced by a paper material.

With these two changes, Pilsner Urquell's bottles will be 100% recyclable, and the company will reduce waste produced from the bottles by more than a hundred tons per year.

via Pilsner Urquell
via Pilsner Urquell

In promotional material, Pilsner compares an estimated 106 tons of waste saved to 530 deer.

"For our customers, this may seem like a small change to the bottle, but the environmental benefits of this decision are huge, ” Václav Berka, Pilsner Urquell's Chief Brewer Emeritus, states in a press release.

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Along with the eco-friendly changes, Pilsner's bottles will see some small cosmetic changes, as well. The design of bottles produced for the domestic market as well as international markets will also be unified.

"In addition to the significant environmental benefits, we have also sensitively innovated the design of the bottles. This now further emphasizes the uniqueness of Pilsner Urquell beer," says Zuzana Dudová, Pilsner Urquell's senior brand manager.

"We provided the bottles with an embossing which emphasizes the brand's symbols. This technique is used for the first time on the market in a sophisticated and unique crown on the cap."

"The new design also unifies the appearance of Pilsner Urquell bottles in all countries - people can easily recognize our beer in shops and restaurants around the world."

Distribution of the new Pilsner bottles to stores throughout the Czech Republic has already begun. Consumers can expect to see them on shelves in the upcoming weeks and months.

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