Pilsner Urquell has become a partner of EXPO 2025. In Osaka, it will be served by Japanese bartenders trained in Pilsen
Pilsner Urquell will represent Czechia at the World EXPO 2025 in Osaka. The newly established partnership with the Office of the Commissioner General highlights the significance of Czech brewing craftsmanship and its global impact. Through this collaboration, Pilsner Urquell also becomes the main partner and exclusive supplier of the world-famous Czech beer to the Czech National Pavilion. The theme of Czechia’s participation at the World EXPO is Talent and Creativity for Life. It was precisely the combination of talent and creativity that, 182 years ago, gave birth to the Pilsner lager, which has since inspired up to 70% of all beers worldwide. In Osaka, the beer will be served by local bartenders trained directly at the Pilsner brewery in Pilsen.
Since its creation in 1842, Pilsner Urquell has been a symbol of quality, tradition, and an uncompromising approach to craftsmanship. Participation in EXPO 2025 will offer this world-renowned brand a unique opportunity to showcase not only Czech brewing tradition but also its commitment to delivering a one-of-a-kind experience to beer lovers around the globe.
“At EXPO, we always aim to show the very best our country has to offer. That’s why we are very pleased that Pilsner Urquell will be there as well. This beer, which inspired the world and gave rise to the most widespread beer category—the pilsner—is the result of the creative spirit and hard work of many talented people. That perfectly reflects what the Czech National Pavilion in Osaka aims to present,” says Zdeněk Kovář, spokesperson for Pilsner Urquell.
Visitors will be able to taste Pilsner lager at its finest quality in the Czech National Pavilion. “At the World Expo, Pilsner Urquell will be served by Japanese bartenders who have undergone intensive training at the Pilsner brewery in Plzeň. During the training, led by our commercial brewers, they not only learned the principles of proper beer pouring but also gained knowledge about Pilsner brewing and the history of the brewery. They also completed practical pouring sessions in local Czech restaurants. Thanks to this, we can offer EXPO 2025 visitors the same experience with our beer that they would enjoy in the best Czech pubs,” adds Zdeněk Kovář.
“I am pleased that Pilsner Urquell is becoming part of the Czech Pavilion and will represent Czechia at the World Expo 2025 in Osaka. We want to showcase the very best our country has to offer, and Pilsner Urquell is undoubtedly among Czechia’s treasures. This beer, which inspired the world and gave rise to the most widespread beer category—the Pilsner lager—is the result of the creative spirit and work of talented people. It perfectly reflects the spirit of what the Czech National Pavilion in Osaka aims to present,” says Ondřej Soška, Commissioner General of Czechia’s participation at EXPO 2025.
Inside the Czech Pavilion, beer will be served in glasses. Visitors will also have the opportunity to attend a pouring school, where they can learn how to properly pour a hladinka, šnyt, and mlíko.
The World EXPO 2025, taking place from April 13 to October 13, 2025, in Osaka, Japan, is expected to welcome millions of visitors from around the globe. Under the motto “Designing Future Society for Our Lives”, it will focus on connecting innovations and sustainable solutions with traditions and culture. The partnership with Pilsner Urquell highlights the essential role of Czech beer, whose reputation has crossed national borders to become a global icon.
About Pilsner Urquell
Pilsner Urquell created the world’s most popular beer category when, in October 1842, brewer Josef Groll in Plzeň brewed the first batch using the bottom-fermentation method. Today, the company encompasses four brands in Czechia (Pilsner Urquell, Gambrinus, Kozel, Radegast) and employs over 2,000 people. It exports to more than 50 countries, is a regional leader, and the largest exporter of Czech beer. Pilsner-style beers now account for more than 70% of global beer production.