This document provides instructions for properly storing and serving unpasteurized Pilsner Urquell beer. The beer is cold-shipped in an airtight container directly from the brewery to bars, where it is pumped into specially designed tanks that protect the beer from heat, light, and time to maintain its fresh flavor. The document emphasizes the importance of using a clean, cooled glass and pouring the beer slowly down the wall of the glass to create a 20-35mm foam head for the perfect Pilsner Urquell experience.