Staropramen's rebrand aims to modernise the design, in order to appeal to a wider audience, while maintaining what Molson Coors describes as the brand's "rich heritage and iconic roots" within the city of Prague.
The 5% ABV Czech pilsner was added to Molson Coors’ UK world beer portfolio in June last year and the company has seen the product drive growth in the category, alongside brands such as Grolsch, Cobra and Singha.
Its new design will be rolled out across packaging, bottles, font badges and handles. Additionally, an updated tankard has been created for the on-trade, with a new logo highlighting the Czech influences to focus on the concept of what Molson Coors calls "a sense of Prague's focus on high quality and craftsmanship".
History and heritage
Molson Coors' brand director of portfolio UK Ali Pickering said: “Staropramen is a brand with strong history and heritage.
"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.”