Czech Republic-based Pilsner Urquell has launched a new limited edition beer packaging. The new four-packs feature design elements that celebrate the company’s 172-year history.

The commemorative 16.9 ounce cans from London-based Rexam read, “100% Czech. Still Brewed in Plzen with 100% Czech hops and barley. Only the cans are different, featuring design elements from our 172-year-old archives.”

The Pilsner Urquell website mentions that the new cans are “mashup” designs, rather than recreations of the company’s past packaging.

Pilsner Urquell launched the first of these limited edition cans last summer, but the company continues to release new designs.

Rexam has also created a limited edition design to celebrate Pilsner Urquell’s sponsorship of the Czech Republic’s national ice hockey team. These cans feature illustrations of the team’s popular hockey players—a design intended to appeal to the overlap of Pilsner and hockey fans.

“We wanted to get consumers excited about enjoying Pilsner Urquell, a traditional beer, whilst enjoying the traditional Czech sport and Rexam has achieved this,” said brand manager Lukás Novotny.

h/t: http://www.packagingdigest.com/beverage-packaging/pilsner-urquell-cans-emphasize-heritage-hockey1506

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