Augustiner Non-Alcoholic: Popularity increases challenges in Munich!

Augustiner Non-Alcoholic: Popularity increases challenges in Munich!

What's brewing in Munich? The Augustiner Brewery, the traditional institution in the heart of the city, has apparently hit a nerve with its non-alcoholic beer, “Augustiner Alcohol-free Hell”. Since its launch on March 18, 2024, the drink has not only been a hit, but is also causing notable supply shortages on shelves. Mercury reports that many beverage stores in and around Munich are running out of supplies, leading to angry customers looking for alternatives.

Kiosk owners like Ismael Saad have a hard time with availability. “I can only order Augustiner non-alcoholic in about one in ten cases,” he explains. If the desired product is not available, many customers will probably turn to other types of beer, such as Tegernseer. Tim from “Isar-Durscht” describes the delivery situation as “a little better, but not yet good”, while he only receives supplies once a week and deliveries vary greatly.

Cheers to the non-alcoholic version

However, the Augustiner brewery seems to be rising to the challenge. With the clear aim of meeting demand, the company is planning a “further, larger expansion”. Loud Axel's blog This is the first product launch in 38 years that combines the brewery with a breath of fresh air. Managing director Werner Mayer highlights the need to adapt to the trend towards non-alcoholic beer as it is consumed more and more. The traditional brewery is taking a step into the future.

Non-alcoholic beer is becoming increasingly popular in Germany and now accounts for around 10% of the beer market. Consumers appreciate the taste, which is said to be very similar to its alcoholic counterpart, and many see the non-alcoholic beer as a health-conscious alternative. Loud Statista Almost 80% of Germans have tried non-alcoholic beer at least once, with many consuming it regularly. And the production? This is done according to the German Purity Law and uses water, barley malt and hops. The nutritional values ​​are also appealing, with only 23 kcal per 100 ml.

Market situation and taste experience

But what is the market situation like? Demand is increasing while bottlers and restaurateurs continue to fight for their market share. Past sales of non-alcoholic beer reached almost 5.6 million hectoliters in 2023. Manufacturers such as Krombacher, Oettinger and Erdinger take a leading position in this area, but Augustiner also has great potential to assert itself in the market with its new product. The competition never sleeps, and the different types of non-alcoholic beer offer something for every taste.

So the future looks exciting – both for Augustiner and for lovers of non-alcoholic beer. It remains to be seen how the brewery will implement its expansion plans and whether the hype will stick. One thing is certain: the taste of Augustiner Non-Alcoholic has left a lasting impression on many and could be worth the loss of stock. Will the kiosks and beverage markets be able to provide sufficient supplies? Customers hope for an answer soon.