Staropramen launches new multipack and celebrates return of Prague Expert campaign

Staropramen, the number one Prague beer in the world[1], is celebrating the launch of its new 4x440ml can multipack, and the return of its ‘The Prague Expert’ campaign.

New 4x440ml packs of Staropramen will roll out in stores from April, with cans encased in a recyclable cardboard sleeve, meaning the pack is completely plastic free. The launch caters to increasing demand for multipack formats in the world beer category[2].

As part of the brand’s new connected packaging, scannable QR codes will also appear on both the can and sleeve, enabling consumers to engage in a brand-new, mobile first experience, featuring new and exclusive Staropramen content.

The launch will be supported by both paid and organic social media activity and point of sale materials in store.

To further build on the brand’s momentum, Staropramen has also invested more than £1million in the return of its ‘Prague Expert’ ATL campaign this year with its global brand ambassador, UNICEF ambassador Orlando Bloom. The campaign includes 30-second and 75-second ads played across Video-On-Demand and Cinema.

The announcement builds on Staropramen’s continued growth in retail^[3] and its high-profile partnerships with UNICEF ambassador Orlando Bloom, and Everdure by Heston Blumenthal in the last year.

Jo McCarthy, Senior Brand Manager – Staropramen at Molson Coors Beverage Company, said: “The world beer category continues to grow^[4], as does the share of multipack formats within the category, with the 4x440ml format accounting for 10% of total category sales[5], as consumers look to enjoy world beer during at-home social occasions. The launch of Staropramen 4x440ml multipacks will help retailers tap into this demand and drive incremental sales as we head into the spring and summer months. Retailers should consider how they can activate the multipacks alongside food. Staropramen pairs well with classic Czech dishes like roasted pork, sauerkraut, and dumplings, as well as a variety of grilled meats, seafood, spicy dishes, and milder cheeses like mozzarella. Make sure to utilise offers and bundles around summer occasions and events to generate interest and give shoppers everything they’re looking for when planning at home occasions.”

ENDS

About Molson Coors 

For over two centuries Molson Coors has been brewing beverages that unite people for all of life’s moments. In the UK and Ireland we now have four breweries, with our UK home in the renowned brewing town, Burton upon Trent, and a nearly 300-year-old cider press in Suffolk.

Molson Coors produces some of the most beloved and iconic beer brands ever made. While the company’s history is rooted in beer, Molson Coors offers a modern portfolio that expands beyond the beer aisle. Our growing beverage portfolio in the UK and Ireland includes Aspall Cyder, Atlantic Pale Ale, Cobra, Madri Excepcional, Pravha, Staropramen and Rekorderlig, alongside popular favourites Coors, Carling – the UK’s number one selling lager, and the UK’s number one selling cask ale – Doom Bar.

Molson Coors Beverage Company is a publicly traded company that is traded on the New York and Canadian Stock Exchange (TAP). The company’s commitment to raising industry standards and leaving a positive imprint on our employees, consumers, communities and the environment is reflected in Our ImPrint and our 2025 sustainability targets. To learn more about Molson Coors Beverage Company, visit molsoncoors.com or on Twitter through @MolsonCoors.