Pennsylvania’s Victory Brewing Company continues to move itself forward, keeping pace with business trends that serve its customer base and adhere to the brewery’s high standards. The latest change is one of packaging, as the brewery’s popular pilsner, Prima Pils debuts in cans for the first time. Co- founder and Brewmaster Bill Covaleski says the new cans provide consumers with more options and offer a new look.
“With the decision to put Prima in cans, creating ‘portable Pils perfection,’ we decided to refresh the label, too,” said Covaleski. “The liquid is the same as it’s been for 20 years but we wanted to brighten the label and boldly state what our loyal fans have been saying for decades: ‘PRIMA PILS PERFECTION SINCE 1996.’”
Victory Prima Pils is a mature brand, at least by craft beer standards. It’s one of those beers that craft beer fans like to keep around, stored in the back of the fridge, as the perfect go- to beer when the taste buds get overwhelmed with all of the barrel aged, fruity, bottle conditioned, and other experimental beer and desire a return to basics. The new cans contain exactly the same beer on the inside, so craft beer fans need not worry that the taste they have grown to love is any different. What has changed slightly is the label design. The cans are still green and gold with a hop symbol, but now there is a text proclaiming “Prima” – a German exclamation of joy – in bold letters along with a new tagline, “Perfection since 1996,” wrapped across the whole flower hop. The new artwork is not just on the cans, but also on the Prima Pils bottles and tap handles.
Prima Pils enjoys high ratings from the craft beer community. The beer maintains a 90+ rating in Beer Advocate and in Ratebeercom and it has won awards at the Great American Beer Festival, United States Beer Competition, and other taste- related competitive events. The beer uses whole flower German and Czech hops with just enough malt to keep things real. The result is an herbal, floral tasting brew with a long, dry finish. And at 5.3% alcohol by volume, it’s moderate enough in strength to enjoy on a regular basis. Victory Director of Brewery Operations Adam Bartles loves the product and created a video discussing Prima Pils and its impact on the industry. It can be viewed here.
Prima Pils cans and bottles are both available year- round throughout Victory’s 37 state distribution area. Look for Prima where you currently purchase Victory beer or use Victory’s Beerfinder to find Pils Perfection near you.
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