Create Your First Project
Start adding your projects to your portfolio. Click on "Manage Projects" to get started
Pilsner Urquell
Location
EMEA
Role
Lead Digital Strategist, EMEA & Asia
Industry
Alcohol
Outcome
The integrated strategy repositioned Pilsner Urquell as both an artisanal Czech beer and a global lifestyle brand — rooted in tradition, expressed through digital innovation. The Tapster network continues to shape the brand’s storytelling today, proving that authenticity scales when built around craft, community, and genuine love of the pour.
Pilsner Urquell is the world’s first golden lager — a Czech icon with over 180 years of brewing heritage. At Mustrad, I led digital and social strategy for Asahi Breweries across Europe, the Middle East, and Asia — overseeing flagship brands including Pilsner Urquell and Kozel. My task was to modernise a heritage brand without losing its soul: to make “the original pilsner” feel as relevant on Instagram in Seoul as it does on tap in Plzeň.
Strategy & Programmes
1. Global Digital & Social Strategy
Defined the cross-market digital framework for Pilsner Urquell — ensuring every activation, from Prague to Tokyo, expressed the same commitment to craftsmanship, quality, and authenticity. Established content pillars and tone-of-voice guidelines that balanced heritage storytelling with contemporary culture.
2. The Tapster Programme
Curated and scaled the global Tapster network — transforming master pourers into brand ambassadors and digital storytellers. Hundreds of trained tapsters became the face of the brand on Instagram, embodying the artistry of the perfect pour while humanising Pilsner Urquell’s global presence.
3. Experiential Social — Seoul Music Festival
Led social activation for the Pilsner Urquell Music Festival at Seoul Olympic Stadium — Korea’s largest festival. Designed and executed an interactive Instagram Stage featuring a live Polaroid-style printer: festivalgoers who posted from the stage using our hashtag could print their own branded photo instantly. The activation became the brand’s most successful Instagram campaign to date, driving record engagement and brand affinity in Asia’s fastest-growing premium beer market.
