CHALLENGE: As one of the world’s original pilsner brands, Pilsner Urquell needed to modernize its global communication while preserving its brewing heritage. The challenge was scaling authentic storytelling across markets without losing credibility.

APPROACH: Contributed to multiple global campaigns, helping shape original brand storytelling rooted in history, craft, and quality.

Led weekly influencer training sessions at the brewery, working directly with Tapsters to refine their presence, storytelling skills, and digital communication — turning brand ambassadors into confident cultural influencers.

Aligned internal teams around consistent narrative frameworks to ensure global cohesion.

RESULTS: Strengthened brand storytelling across global campaigns. Elevated Tapsters into authentic influencer voices, increasing digital reach and engagement. Helped balance premium heritage with modern content execution. Learned how to scale global brand storytelling while preserving authenticity and craft legacy.