Orlando Bloom named Staropramen’s new brand ambassador across Europe, the U.K. and beyond

Actor and UNICEF Goodwill Ambassador Orlando Bloom is the new brand ambassador for Staropramen, the top-selling Prague-brewed beer in the world, the brand said today.  

Bloom, who will next be seen starring in Sony Pictures’ "Gran Turismo" and A24’s "Wizards!", will be featured in a new Staropramen TV ad, along with a digital and social media campaign set to launch across Europe and the U.K. this year.

Staropramen’s tie-up with Bloom comes as the world beer category continues rapid growth across Molson Coors’ EMEA & APAC division, which includes markets in Europe, the U.K., Asia and beyond. The brand, which sells at an above-premium price across the vast majority of markets, is a key growth driver for the company’s strategy.

Staropramen this year also launched Staropramen 0.0 across the United Kingdom, the Republic of Ireland and parts of Central and Eastern Europe.

With ample runway ahead for Staropramen, Molson Coors is making its biggest investment ever in the brand to fuel growth across its distribution footprint, says Debbie Mack, beer brands director for Molson Coors’ European, Middle East, Africa and Asia Pacific division.

“Staropramen’s brand is all about celebrating world-class expertise,” Mack says. “Who better to represent this than a globally recognized acting talent like Orlando?”

Filmed in Staropramen’s hometown of Prague, the new television spot and associated work featuring Bloom marks the next phase of the Czech brand’s award-winning “Brewed by Experts for Experts” campaign, which was launched in 2022.  

The campaign focuses on Staropramen’s track record of serving some of the world’s most discerning drinkers in what many consider the beer capital of the world and positions the beer as synonymous with brewing expertise, Mack says.

“Prague is home to some of the world’s finest expert brewers and is one of the most discerning and hard-to-please beer cultures in the world,” Mack says. “Orlando is the perfect partner for Staropramen – he is a master of his trade, just like our brew masters, and has a special affinity with Prague having lived and worked there for several years.”

The new ad is set in Prague and features Bloom explaining his links to the city, and how its beer culture emerged. Bloom journeys through some of the city’s most notable locations, from its sun-soaked terraces to underground tunnels, before attempting to discover the secrets of Prague’s most-famous beer at the Staropramen brewery.

Bloom says he’s “happy to be representing such a quality product like Staropramen. I think it’s important to partner with brands that practice what they preach. The team at Staropramen talk about quality and expertise a lot and, when it comes down to it, this is a great-tasting beer, brewed by some incredibly talented people.”

Bloom “fell in love with Prague when I lived and worked there for a few years. It’s a wonderful city filled with amazing people, but they’re a tough crowd to please when it comes to beer," he says. "Staropramen has been catering to this discerning audience for well over a century, which tells you just how good it is.” 

The campaign and the partnership with Bloom, Mack says, are “a celebration of Staropramen’s birthplace and the beer’s relationship with those who appreciate expertise.”