The Czech Republic consumes more beer per capita than any other nation on earth – an astounding 142.4 liters, almost twice the per capita consumption of the beer-loving U.S.A. 

Given that penchant for gargantuan guzzling, it probably shouldn’t come as a surprise that professional Czech soccer club Viktoria Plzen did this to their pitchside dugouts:

Credit: Viktoria Plzen

As you can see, Viktoria Plzen has made the dugouts at Doosan Arena look like giant beer cans. It’s part of a promotion/partnership with Gambrinus, a popular Czech beer named after a legendary king known for his deft brewing abilities.

We figure the promotion is going to work. After all, beer and football (soccer) in Europe go together like, well, beer and football (helmets and pads) in the U.S. And, as you’re in the stands on a chilly day staring down at the half-frozen pitch, or watching from the crowded local pub with a cold walk home ahead of you, that can of Gambrinus is going to look like an awfully inviting warmer-upper – not to mention celebration-helper or consoler, depending on the match’s result.

Also, we can’t help but note that a can of this magnitude would give new meaning to the oft-uttered but rarely meant phrase, “I’m only going to have one.” With this can, you – and a platoon of friends besides – really could take the just-one pledge and mean it!

In case you were wondering: It’s very unlikely players will be able to receive pitchside suds service during matches – at least that’s our guess. They will, however, get to enjoy shelter from the elements and heated seats.

Credit: Viktoria Plzen

Anyway, Viktoria Plzen might not be a powerhouse in European soccer, but when it comes to beer branding, they’re certainly our favorite team.

Na zdraví !!!​