Molson Coors has  revealed a refreshed look and feel for its Prague beer Staropramen.

With consumers increasingly demanding a greater choice of world beers, Staropramen’s rebrand refreshes and modernises the design in order to appeal to a wider audience whilst encapsulating the brand’s rich heritage and iconic roots in Prague.

The classic 5% Czech pilsner joined Molson Coors’ UK world beer portfolio in June 2015, and is already driving growth in the category, alongside brands such as Grolsch, Cobra and Singha.

Staropramen’s new design is being rolled out across packs, bottles, font badges and handles. An updated tankard has also been developed for the on-trade with a new logo and additional Czech influences to give a sense of Prague’s focus on high quality and craftsmanship.

Ali Pickering, brand director UK, Molson Coors, 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, whilst 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.”