Laško Opens Its Brewery Doors with New Immersive Beer Experience
Laško, the renowned town of brewing, has unveiled a new tourism experience that invites visitors behind the scenes of one of the country's most iconic breweries.
The Laško Brewery Tour combines more than 200 years of brewing tradition with exclusive access to the live production facilities of Pivovarna Laško Union, offering an authentic insight into Slovenia's beer culture.
Developed through a partnership between the local tourism destination organisation STIK Laško and Pivovarna Laško Union, a member of the HEINEKEN group, the experience adds a new attraction to one of Slovenia's leading sustainable destinations, proudly holding the Slovenia Green Platinum label.
Lasting approximately 90 minutes, the guided tour takes visitors through the entire brewing process – from brewing and fermentation to maturation and bottling – while introducing the history of Laško, the evolution of the Laško beer brand and the brewery's sustainability initiatives. Since the tour takes place inside a fully operational brewery, every visit offers a genuine glimpse into everyday production.
The experience concludes with a guided tasting of beers and non-alcoholic beverages, while visitors can also browse a small pop-up shop featuring brewery souvenirs.
The project has also created new opportunities for the local community. Ten newly certified local guides have completed specialised training to lead visitors through the brewery, helping bring Laško's rich brewing heritage to life while supporting the destination's growing tourism offer.
Laško has been associated with brewing for more than two centuries and is also widely recognised as one of Slovenia's leading spa and wellness destinations. The new brewery tour complements the town's existing offer, allowing visitors to combine thermal relaxation, outdoor activities and gastronomy with an authentic industrial heritage experience.
Participation is open to visitors aged 18 and over, reflecting the brewery's commitment to responsible alcohol consumption. Revenue generated by the tours will be reinvested into the organisation and further development of the destination.
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