Asahi Group Holdings

The beer that conquered the world. On 5 Oct 1842 Bavarian brewer Josef Groll debuted the first batch — its brilliant golden clarity was revolutionary in a world of dark, cloudy ales, and it spawned an entire global category. The trademark 'Urquell' (Original Source) was registered in 1898 purely to fend off imitators. Below the city run nearly 20 km of 13th-century sandstone cellars where unfiltered Urquell is still poured from hand-pitched oak barrels at 6–7°C.