Plzeňský Prazdroj, the leader of the Czech beer market, is getting involved in craft beer. Its experimental craft brewery called Proud will open in late 2020, offering new flavours and tastes to more adventurous consumers.

After a few years of collaboration with small family breweries, Plzeňský Prazdroj decided to explore the mystery of craft beer on its own. Unlike the other breweries of Prazdroj, Proud will be managed quite independently by people who are passionate about beer experimenting, aiming to attract a completely new segment of consumers.

Proud will offer a mixture of beer styles including IPA, Pale Ale or Stout on a regular basis. “Four types of beer should be available in select shops, taprooms and specialized outlets in larger cities during the whole year,” says Michal Škoda, the director of Proud. Apart from the fixed basic offer, Proud will offer a variety of limited, rather experimental brews and join batches with other small breweries. Brewmaster Lenka Straková will oversee their good quality and taste. Both Škoda and Straková are true lovers of beer culture. They are experienced in home brewing and together they led a project called Volba Sládků (A Brewer’s Choice), which brought new beers to Plzeňský Prazdroj portfolio.

And why Proud? “Proud” in Czech means either an electric current or stream. Both meanings symbolize a place of origin, as the brewery is being built in the former electric plant of Plzeňský Prazdroj, which lies at the confluence of Mže and Radbuza rivers.

The brewery should start brewing in mid-2020, and we expect first beers to come in autumn 2020. Looking forward to the new flavours Proud will bring!

More stories


Gambrinus Celebrates 150 years. Cheers!

One of the most popular Czech beer brands has just celebrated a major anniversary. 150 years ago, a group of entrepreneurs and businessmen met in a Pilsen pub and decided to establish the second modern brewery in town. Before long, the foundation stone was laid, and only a year later, in December 1870, the first barrels of the new beer were being sold to customers. Thus, Pilsen took another important step to becoming the beer capital of the country.

Read more

Global Launch of the First-Ever Asahi Super Dry NFT Card Collection

Asahi Europe & International (AEI) along with Asahi Group Holdings launched a new NFT Card Collection to celebrate the 36th birthday of Asahi Super Dry, Japan’s No. 1 beer. The Asahi Super Dry Brand Card Collection was made available globally on one of the main NFT marketplaces, OpenSea and subsequently quickly sold out.

Read more