07.02.2024

At Myslbek, we proudly support sustainable projects, which is why we proudly align ourselves with the mission to save barley and preserve the livelihoods of its growers.

Plzeňský Prazdroj's mission, led by JEČ-MAN, is to draw attention to the climate changes that pose a threat to Czech barley and its growers. You can now encounter the newly straw-clad hero in life-size at the ground floor of our Myslbek shopping gallery or in the restaurant NA ČEPU (entrance from Ovocný trh).

Over the past thirty years, the barley cultivation area in the Czech Republic has decreased by almost half. Yet, it takes up to 2500 grains to produce one half-liter of excellent beer. Plzeňský Prazdroj, together with the Czech University of Life Sciences in Prague, Mendel University in Brno, and other scientific institutions, introduces a project to help barley through regenerative agriculture.

You, as visitors to the Myslbek shopping gallery, can participate in the February challenge. Take a photo with JEČ-MAN, share the picture on social media, and let the world know that you care about Czech barley.

Winners of the challenge will receive an original T-shirt designed by five personalities of their choice. The graphic designers include actress Kristýna Leichtová, singer Jitka Boho, actor Marek Adamczyk, graphic designer Renáta Tšponová, and designer Maxim Velčovský, the author of our glass installation Vortex. In the NA ČEPU gastrobar, you can also taste a unique beer specialty throughout February.

Learn more about the project and the competition: www.projecmen.cz