Fresh look for Staropramen

Molson Coors has revealed a fresh new look for Prague beer Staropramen, giving it a modern edge in order to appeal to a wider audience.

While it is hoped the new look will appeal to a wider audience, the brand is also keen to retain its rich heritage and roots in the iconic Czech city.

“Staropramen is a brand with strong history and heritage,” said Ali Pickering, brand director portfolio UK, Molson Coors. “This brand refresh brings the spirit of Prague to the forefront of the brand, giving greater brand standout on shelf and at the bar while continuing to deliver the same great taste. By investing in the brand, we’re giving it the recognition it deserves as the No.1 Prague beer.”

Staropramen’s new design is being rolled out across packs, bottles, font badges and handles. An updated tankard has also been developed for the on-trade with a new logo and additional Czech influences to give a sense of Prague’s focus on high quality and craftsmanship.

The 5% Czech pilsner joined Molson Coors’ UK world beer portfolio in June 2015 and is already driving growth in the category, alongside brands such as Grolsch, Cobra and Singha.

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