Brand UP

Brand UP, also known as Brand Urtyp Pilsener, was introduced in 1952 as a Czech-inspired pilsener from Brand’s Wijlre brewery. It became known for a fuller hop character than standard Dutch pilsener, reflecting Brand’s focus on flavour and brewing distinction. Heineken acquired Brand in 1989, bringing UP into the Heineken-connected Dutch beer archive. The beer is now preserved as a heritage-style pilsener expression: pale golden, all about crisp bitterness, malt clarity, and a more pronounced traditional lager character.