As expectations in the meetings and events industry continue to evolve, demand is growing for venues that offer more than just meeting space. Today’s organizers are looking for places that combine a prime location, high-end facilities, and a memorable sense of place. One standout example is Pilsner Urquell: The Original Beer Experience (PUX), located directly on Prague’s iconic Wenceslas Square.
Following a record-setting close to 2025, the venue has seen a sharp increase in interest from both Czech and international companies seeking distinctive event experiences in the city center.
Housed in a historic building in the heart of Prague, Pilsner Urquell: The Original Beer Experience (PUX) blends Czech beer culture, gastronomy, and immersive entertainment into a one-of-a-kind setting increasingly chosen for client receptions, corporate gatherings, networking events, and incentive programs. During the peak season from September through December 2025, bookings for the venue’s event spaces rose by several dozen percent year over year, with occupancy reaching record highs.
The trend reflects a broader shift across the MICE sector. Event planners and PCOs are no longer searching only for capacity and technical infrastructure—they are prioritizing venues where the experience itself becomes part of the event. At PUX, organizers can combine a prestigious downtown location, professional event services, premium food and beverage offerings, and engaging entertainment under one roof.
The venue offers several flexible event spaces tailored to different formats and group sizes. Hladinka Bar provides an intimate setting for up to 12 guests, while Šnyt Bar accommodates groups of up to 18. Larger gatherings can take place in the Pilsner Hall, with capacity for up to 150 guests, or the Beer Hall, which hosts up to 250 attendees. Exclusive buyouts of the entire venue allow for events of up to 350 guests. Companies, including Metrostav and MOL, have already hosted events at PUX.
A key part of the concept is its range of interactive beer experiences, which can be integrated directly into corporate events. The Beer Pouring Experience introduces guests to the art of pouring Czech beer under the guidance of expert tapsters, while the Tapster Academy offers a more hands-on masterclass in pouring traditional Czech styles such as Hladinka, Šnyt, and Mlíko. The Original Tour immerses visitors in the story of the world’s first golden lager through dynamic audiovisual storytelling and brewing heritage. For elevated corporate dinners, the Beer Sommelier Dinner pairs a five-course menu with carefully selected beer styles. Events can also be enhanced with live DJs or music performances.
“When it comes to events, last year was truly exceptional for us,” says Jakub Telenský, Marketing Director of PUX. “From the beginning, we wanted to create a venue people return to because of the atmosphere, the quality of service, and the overall experience. Our location in a historic building in central Prague adds another layer to that story. Demand for experience-driven venues continues to grow, and clients increasingly recognize the value of investing in memorable events.”
PUX also stands out for its strong appeal to international audiences. The Original Tour is available in eleven languages, and the entire concept was designed to be accessible even for guests discovering Czech beer culture for the first time. That makes the venue particularly well-suited for international client events, incentive groups, business meetings, and accompanying programs for overseas partners.
The project’s international reputation has also been reinforced through several major awards in 2025. At the World Travel Awards, PUX was named both Europe’s Leading Beer Tour Visitor Experience and World’s Leading Beer Tour Visitor Experience. The venue was also featured in the National Geographic Traveller (UK) Experiences Collection.
For more information, visit pilsnerexperience.com.
