Augustiner non-alcoholic: Munich in the beer hype – bottles are rare!

Augustiner non-alcoholic: Munich in the beer hype – bottles are rare!

The hype surrounding the non-alcoholic Augustiner beer continues unabated. Since the introduction of “Augustiner Alcohol-Free Hell” in March 2024, it has become a real bestseller. However, many beverage markets in Munich are struggling to meet the high demand. As [Merkur](https://www.merkur.de/lokales/muenchen/an-augustiner- Alcoholfrei-erfreut-sich-hoher-Demand-hype-haelt-93788043.html) reports, there are repeated delivery bottlenecks that frustrate numerous customers.

Ismael Saad, operator of the “Frauenhofer Kiosk”, describes the situation as follows: “In about every tenth case I can successfully order non-alcoholic.” The thirsty people of Munich often resort to the competition, such as Tegernsee beer. The operators of other kiosks also share similar experiences. The “Landsberger Kiosk” has better availability at another location at Sendlinger Tor, but Tim from “Isar-Durscht” still sees the delivery situation as “a little better, but not yet good”.

Successful market launch

The market launch of the traditional brewery's first non-alcoholic beer was a milestone. On March 18, 2024, Augustiner presented its product, which was regularly available in stores on March 19. Within a week, the beer was already sold out in most markets. Only one grocery store was still able to offer a few six-packs, while the shelves in other markets were bare, as Axel's Blog reports: "Of the 9 markets contacted, only two were able to deliver."

The brewery has responded to the high demand and is planning a “further, larger expansion” of the product. Despite this positive response, inventory often remains empty. "The production method of the beer remains mysterious. It is believed to be a mixture of stopped fermentation and dealcoholization," according to detailed information from various sources. The ingredients are deliberately kept simple: water, barley malt and hops.

A new trend?

Why the sudden surge in popularity? Experts tested the non-alcoholic beer and were surprised by the results. Many customers in the Augustiner-Bräustube agree that the non-alcoholic beer tastes like normal beer, and at a price of 3.70 euros per measure. This pricing is 1.30 euros above the normal beer price and still shows that people are willing to pay for quality.

The share of non-alcoholic beers in total beer sales in Bavaria is currently increasing enormously and now exceeds the 10 percent mark, as the Süddeutsche mentions. Word of mouth, fueled by the lack of active promotion from the brewery, also helps spread the hype.

You can always see long queues in front of the brewery, where thirsty customers wait patiently for the next delivery of non-alcoholic beer. The Augustiner Brewery has never actively courted an audience since its founding in 1328, yet the non-alcoholic brew seems to reach people on its own and attract new customers.