Every day our beers bring people together for moments big and small. Few are bigger than Oktoberfest, when millions gather to raise their glasses, from Bavaria to Brazil. For more than a century, our German helles pale lagers have been there for every toast, becoming as much a part of the tradition as the singing of “Ein Prosit”. Here’s how our Spaten and Löwenbräu brands are staying true to their Munich roots while serving up fresh new ways to celebrate.
Oktoberfest opener
Traditionally made, served with sustainability in mind
Our beers served at Munich’s Oktoberfest are brewed and matured exclusively in historic vaulted cellars. It’s then filtered and cooled with renewable electricity shortly before being delivered to the festival. The beer is transported in large tanks, rather than kegs, resulting in less waste and fewer deliveries to the festival grounds.
Blumenau meet Bavaria
People come to Oktoberfest celebrations around the world for their friendly and welcoming vibe (known as ‘gemütlichkeit’), lively music, German fare and our beers. Few places outside Germany have embraced the tradition quite like Blumenau, Brazil, home to the world’s second largest Oktoberfest, where Spaten has been a sponsor since 2022. This year, our fast-growing brand offered festgoers a uniquely German experience with a Brazilian twist – emulating Oktoberfest’s culture of beer in a new way. There’s the exclusive Camarote Spaten (Spaten Cabin) featuring national headlining acts, the new Spaten Garten, offering the food and communal tables of biergartens, and a new Spaten Bar for enjoying our helles beer year-round.
Prost to more choices
With more choice than ever before, more people can enjoy the authentic taste of Oktoberfest with Spaten Alkoholfrei and Löwenbräu Alkoholfrei. Helping to grow AB InBev’s strong portfolio of no-alcohol beers, our brewers launched Munich’s first no-alcohol draft beer in 1984 and now their innovative brewing processes are creating no-alcohol beers that taste nearly identical to the originals -- earning new fans and a bronze World Beer Award for Spaten Alkoholfrei this year.
Honoring tradition while creating new experiences is why Oktoberfest is meaningful to so many. Like beer, it’s a cultural experience, a reason to gather and a memorable moment that’s best when shared.
