Photo courtesy of Victory Brewing Company
Victory Brewing Company just unveiled a fresh, new design for its extremely popular pilsner, Prima Pils. Prima, a year-round brand available on draft and in 12-ounce bottles, is now available in cans.
“With the decision to put Prima in cans, creating ‘portable Pils perfection,’ we decided to refresh the label, too,” says Bill Covaleski, Victory’s co-founder and brewmaster. “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’s Prima continues to be a fridge staple of beer lovers despite a steady stream of new, seasonal and experimental releases from craft brewers. After 20 years, the changes to the Prima Pils label are small but significant. The color palette remains green and gold and the hop remains the focal point. The text proclaiming “Prima”—a German exclamation of joy—in bold, white letters and the new tag, “Perfection Since 1996,” wrap across the whole flower hop. The new artwork appears on Prima Pils bottles, tap handles and the newly released cans.
Prima Pils is consistently ranked among the highest rated American-made German pilsners and is the liquid embodiment of Victory’s dedication to crafting traditional, European beers with American ingenuity. Prima’s popularity comes from its masterful balance of a bracing, herbal bite provided by heaps of whole flower German and Czech hops with smooth malt flavors resulting in a long, dry finish. At 5.3 percent ABV, it’s a thirst quencher that satisfies year-round.