Augustiner Bräu in München
Augustiner Bräu is a brewery located in Munich, Germany. Established in 1328, it is Munich's oldest still independent brewery and produces some of Munich's most popular brands of beer.
Distribution and marketing
Augustiner beer is normally found within the Greater Munich area, but in the last few years it became quite popular outside of Munich, for example in Berlin where dozens of bars offer it. As an example, when most German breweries changed their bottle to a slim and more modern design to give their beer a more classy and less old fashioned appearance some ten years ago, Augustiner stuck with the "classic" older form, often nicknamed the "Bauarbeiterhalbe" (construction worker's half liter). The labels have not changed in over 20 years either. Its brands nevertheless are among the most popular of Munich's beers, and the company regularly reaches an annual output of more than 95 million litres (2005).
Augustiner Bräu operates a beer tent on the Oktoberfest, as well as owning one of Munich's largest beer gardens, the Augustiner-Keller at Arnulfstraße 52, and several traditional bars throughout the city. In recent years, Augustiner beer has become a popular drink in several bars in Berlin; however, the amounts of Augustiner consumed in Berlin are still minuscule compared to its popularity in Munich.
In the record-breaking heat of summer 2003, the brewery refused to sacrifice brewing quality and traditional process to increase production, even though it could have sold more beer.
It is imported into USA by Global Village Imports, LLC. of King of Prussia, PA. Because distribution is very limited, only Edelstoff and Maximator are available. They aren't running any Print-, TV- or Radio campaigns.
Augustiner beers can be found in Cardiff's (Wales) popular 'Chapter Arts Center' bar, as well as Edinburgh's (Scotland) 'Brauhaus' bar, located on Lauriston Place.
- Augustiner's most popular brand is Augustiner Helles (5.2%), a light lager beer that is given a prolonged secondary fermentation phase. This is the brand that is generally referred to when talking about Augustiner.
- Edelstoff is a slightly brighter, slightly sweeter, more sparkly, and stronger (5.6%) lager variant.
- Augustiner Dunkles, a malty dark beer
- Augustiner Pils, brewed according to the original Pilsner recipe.
- Augustiner Weißbier
- Oktoberfestbier, a style of beer (known as Märzen in German) specially brewed for the Oktoberfest. Augustiners Oktoberfest beer and Edelstoff are the only beers at the festival that are still served from traditional wooden barrels.
- Maximator, a Doppelbock and, like the Oktoberfestbier, seasonal. Brewed to coincide with Lent, this is a starkbier (strong beer, 7.5%).
- Heller Bock A well lagered (conditioned) pale, seasonal beer (7.2%), only available in May and June in Munich.
All of Augustiner's brands (despite brewing a wheat beer) claim to be brewed in accordance with the Reinheitsgebot.