Paulaner Brewery has launched a US-focused marketing push ahead of the annual Oktoberfest German beer festival, which begins next month.
The tongue-in-cheek campaign aims to “help fans add more of the original Munich experience to their celebrations” by explaining Oktoberfest’s traditions. Paulaner – one of six German brewers who are permitted to serve at the official event in Munich – has released a 1:58 video (below) titled ‘The Fest-Off: Paul vs. Sam’, which has been shared across its namesake brand’s social media channels.
Citing internally-funded research, Paulaner said “millions of Americans” celebrate the festival each year but “only 27% of Americans know what month the festival truly begins”, (September), while 22% know that only six breweries are permitted to serve their beer. “Despite the knowledge gap, the desire for authenticity is there: once they learn about the rule, 71% say they’d be more likely to choose a beer from one of the six official breweries when celebrating Oktoberfest,” the company said.
Alongside the video ad, the brewer is running a competition to win an all-expenses-paid trip to Oktoberfest and other, smaller, branded prizes. The competition will be open to enter until 11 October via a dedicated web page.
The marketing efforts are part of Paulaner’s new ‘creative platform’, Live Your Fest Life, which the brewery said it created “this year”.
“Americans have fully embraced the fun and sociability of Oktoberfest, and we want to help them bring even more of the authentic Munich fest experience into their celebrations,” said Paulaner USA CEO Andy Glaser. “Paulaner has been part of Oktoberfest for more than two centuries, … ‘The Fest-Off: Paul vs. Sam’ gives Oktoberfest fans a light-hearted way to learn those traditions.”
Last year, Paulaner signed a deal to become an “official supplier” to the Audi Formula 1 team. The “long-term” agreement, financial details of which were not disclosed, will see the German brewer’s namesake 0.0% wheat beer take a prominent role at team events and celebrations.
