Paulaner

Paulaner is a German brewery and beer brand based in Munich, Bavaria. Its documented origins date to 1634, when the Paulaner Order of Minims at the Neudeck ob der Au monastery was recorded as competing with Munich’s civilian brewers. The monks brewed a strong beer that became associated with the order and was later known as Salvator. Beer not consumed by the monastery community was distributed to the poor or sold through the cloister tavern, helping establish the drink’s local reputation. The brand’s early identity was therefore shaped by monastic brewing, Munich civic life, and Bavarian Catholic traditions. In 1751, the monks received permission from Elector Maximilian III Joseph to serve their beer publicly on April 2, the feast day of Francis of Paola. The ceremonial beer was called “Father Saint Beer,” a designation that gradually developed into the name Salvator. Paulaner continues to connect this tradition with the opening of Munich’s Starkbierfest, when the brewery presents the first litre of Salvator to the Bavarian minister-president. Paulaner expanded beyond its monastery origins through licensing, technical development, and the growth of Munich’s beer culture. It obtained an unrestricted serving licence in 1780 and adopted refrigeration technology in the nineteenth century; a Carl von Linde ice machine was used at the brewery in 1881, allowing production to continue throughout the year. The brewery was heavily damaged during the Second World War and was rebuilt by 1950. The Schörghuber family acquired a majority interest in 1979 and remains the controlling shareholder through the corporate structure that also includes Heineken. The brand is particularly associated with wheat beer, or Weissbier. Its portfolio includes naturally cloudy Hefe-Weissbier, dark and crystal-clear wheat beers, lighter and alcohol-free variants, Munich-style lagers, seasonal Oktoberfest beer, Salvator, Zwickl, Ur-Dunkel, mixed beer drinks, and Paulaner Spezi, a cola-orange soft drink sold in Germany and under the Paulaner Sunset name in the United States. Paulaner states that its beers are brewed under the Bavarian Purity Law tradition. In 1986, it began producing what it describes as the world’s first non-alcoholic wheat beer, originally called Waitzinger Weissbier and now marketed as Hefe-Weissbier Non-Alcoholic. Paulaner’s cultural profile is closely tied to Oktoberfest. It is one of the six breweries permitted to supply beer to the Munich festival and serves beer in the Armbrustschützenzelt, Käfer Wiesnschänke, and Paulaner Festzelt, as well as in other festival locations. The brewery also supports Oktoberfest-themed events in international markets. Its hospitality business extended internationally through Paulaner Bräuhaus venues, including locations in Munich, Beijing, Shanghai, Singapore, Jakarta, and St. Petersburg. Corporate restructuring has accompanied the brand’s growth. Paulaner Brauerei AG was formed in 1994, the business became Paulaner GmbH und Co. KG in 1999, and on July 4, 2017, the former Paulaner Brauerei GmbH & Co. KG was combined with Brau Holding International and transferred to Paulaner Brauerei Gruppe GmbH & Co. KGaA. Paulaner serves as the group’s management company. The brewery reported exporting one million hectolitres in 2016 for the first time and describes its products as being consumed in more than 70 countries. Its current positioning combines Munich provenance, traditional Bavarian brewing, wheat-beer expertise, festival heritage, and international distribution.

Paulaner traces its documented history to a February 24, 1634 complaint by Munich civilian brewers concerning competition from the monks of the Paulaner Order at the Neudeck ob der Au monastery. The order, a German branch of the Order of Minims, brewed a strong beer for its own use and distributed or sold excess production. The complaint is treated as the first documentary evidence of the brewery and is used as the brand’s founding date. The monastery beer became associated with Francis of Paola, the order’s founder. In 1751, Elector Maximilian III Joseph permitted the monks to serve it publicly on April 2, Francis of Paola’s feast day. The beer was initially described as “Father Saint Beer,” a name that evolved into Salvator. This tradition remains part of Paulaner’s identity and is commemorated at Munich’s Starkbierfest, where the brewery presents Salvator to the Bavarian minister-president at the festival opening. In 1780, Paulaner received an unrestricted licence to serve beer, moving further from a strictly monastic setting into public commercial life. Technical modernization became an important part of the brewery’s development. In 1881, it used one of the early Carl von Linde ice machines. Refrigeration made it possible to brew throughout the year rather than relying on seasonal conditions. Paulaner later developed a strong reputation for Weissbier, alongside its Munich lagers and strong beers. The brewery’s relationship with Munich’s festival culture also deepened as Oktoberfest developed into a major international event. The Second World War caused extensive physical destruction at the brewery. Reconstruction continued after the war and was completed in 1950. In 1979, the Schörghuber family acquired a majority stake, establishing the ownership relationship that continues today. Paulaner Brauerei AG was created in 1994, and the company was renamed Paulaner GmbH und Co. KG in 1999. Product innovation included the production of Waitzinger Weissbier in 1986, described by the company’s historical account as the first non-alcoholic Weissbier. It is now known as Hefe-Weissbier Non-Alcoholic. In 1989, Paulaner Bräuhaus Consult GmbH opened a brewhouse on Kapuzinerplatz in Munich, creating a model for branded hospitality venues with their own brewing operations. Additional Paulaner Bräuhaus locations later opened in Beijing, Shanghai, Singapore, Jakarta, and St. Petersburg. Paulaner’s modern corporate structure was consolidated on July 4, 2017, when the former Paulaner Brauerei GmbH & Co. KG was merged with Brau Holding International and transferred to Paulaner Brauerei Gruppe GmbH & Co. KGaA. The group is majority-owned by Schörghuber Unternehmensgruppe, with Heineken International holding the remaining 30 percent. Paulaner is the group’s management company. The brewery is one of the six official Oktoberfest suppliers and operates or supplies beer to several prominent festival tents, including the Paulaner Festzelt, Armbrustschützenzelt, and Käfer Wiesnschänke. It has also promoted Oktoberfest-style events internationally. In 2016, Paulaner recorded one million hectolitres of exports for the first time and stated that its beers were consumed in more than 70 countries. The brand remains centered on Munich identity, Bavarian brewing conventions, wheat beer, Salvator, and Oktoberfest participation.

1. 2017Transfer to Paulaner Brauerei Gruppe

   The former Paulaner brewery company was merged with Brau Holding International and transferred to Paulaner Brauerei Gruppe GmbH & Co. KGaA.

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2. 2016Exports exceed one million hectolitres

   Paulaner exported one million hectolitres for the first time and reported distribution or consumption in more than 70 countries.

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3. 1999Corporate name changed

   The brewery was renamed Paulaner GmbH und Co. KG.

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4. 1994Paulaner Brauerei AG formed

   The brewery was reorganized as Paulaner Brauerei AG.

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5. 1989First Paulaner Bräuhaus opens

   Paulaner Bräuhaus Consult opened a brewhouse on Kapuzinerplatz in Munich, establishing a branded restaurant and in-house brewing concept.

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6. 1986Non-alcoholic wheat beer introduced

   Paulaner began producing Waitzinger Weissbier, later marketed as Hefe-Weissbier Non-Alcoholic.

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7. 1979Schörghuber family becomes majority owner

   The Schörghuber family acquired majority control of the brewery.

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8. 1950Post-war reconstruction completed

   After severe wartime bombing damage, reconstruction of the brewery was completed.

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9. 1881Early industrial refrigeration

   The brewery began using one of the early Carl von Linde ice machines, supporting year-round brewing.

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10. 1780Unrestricted serving licence

    Paulaner obtained an unrestricted licence to serve its beer.

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11. 1751Public serving permission and Salvator tradition

    The monks received permission to serve their beer publicly on April 2, the feast day of Francis of Paola. The beer’s “Father Saint Beer” designation eventually became Salvator.

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12. 1634First documented evidence of the brewery

    Munich civilian brewers complained to the city council about competition from beer produced by the Paulaner monks at Neudeck ob der Au. This date is used as the brewery’s founding year.

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Traditional Munich provenance, Bavarian brewing heritage, wheat-beer specialization, festival authenticity, and accessible international premium beer.

• Hefe-Weissbier NaturtrübWheat beer

  Paulaner’s flagship naturally cloudy wheat beer and one of the brand’s most internationally recognizable products. It represents the brewery’s core positioning around Bavarian Weissbier, combining Munich provenance with the yeast-forward style associated with German wheat beer.

• Hefe-Weissbier DunkelDark wheat beer

  A darker interpretation of Paulaner’s wheat-beer style. It forms part of the brewery’s Weissbier range alongside naturally cloudy, crystal-clear, lighter, and alcohol-free variants.

• Hefe-Weissbier AlkoholfreiNon-alcoholic wheat beer1986

  Paulaner’s non-alcoholic wheat beer, originally introduced under the Waitzinger Weissbier name in 1986. It extends the brand’s central Weissbier identity into the alcohol-free segment.

• Paulaner SalvatorStrong beer

  The brewery’s traditional strong beer, rooted in the monastery’s historical brewing and in the annual Francis of Paola celebration. Salvator is central to Paulaner’s Starkbierfest heritage and remains one of its defining specialty beers.

• Paulaner Oktoberfest BierSeasonal lager

  A seasonal beer associated with Paulaner’s status as an official Oktoberfest brewery. It is served at Munich’s festival and is also released in selected international markets, including the United States.

• Paulaner Munich beersLager

  The Munich beer range includes Hell, Urtyp, and alcohol-free Hell variants. These products complement Paulaner’s wheat-beer reputation with traditional Bavarian pale lager offerings.

• Paulaner specialty beersSpecialty beer

  The specialty portfolio includes Zwickl and Ur-Dunkel alongside Salvator and Oktoberfest Bier. These beers broaden the brand’s representation of historical and regional Bavarian brewing styles.

• Paulaner Natur RadlerMixed beer drink

  A range of beer-based mixed drinks that includes natural, alcohol-free, and grapefruit variants. The line gives Paulaner a lower-intensity and more refreshing option beyond traditional full-strength beers.

• Paulaner SpeziSoft drink

  A non-alcoholic cola-orange soda mix sold under the Paulaner Spezi name in Germany. In the United States, a related product is marketed as Paulaner Sunset.

• Oktoberfest participation

  Germany · International markets

  Paulaner uses its role as one of the six official Oktoberfest breweries as a major expression of Munich authenticity. It supplies and serves beer in the Paulaner Festzelt, Armbrustschützenzelt, and Käfer Wiesnschänke, and supports Oktoberfest-style events internationally.

  Outcome. Oktoberfest remains one of the brand’s principal cultural and commercial associations.

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• International Paulaner Bräuhaus expansion

  Germany · China · Singapore · Indonesia · Russia

  Paulaner extended its hospitality identity through branded brewhouses with in-house brewing operations. Locations were established in Munich, Beijing, Shanghai, Singapore, Jakarta, and St. Petersburg.

  Outcome. The concept linked Paulaner beer with German-style dining and local hospitality venues in international cities.

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• 2017Transfer into the Paulaner Brauerei Gruppe structureM&A

  Paulaner’s corporate organization was consolidated with Brau Holding International.

  What changed. On July 4, 2017, the former Paulaner Brauerei GmbH & Co. KG was merged with Brau Holding International and transferred to Paulaner Brauerei Gruppe GmbH & Co. KGaA.

  Aftermath. Paulaner became the management company of the group, which is majority-owned by Schörghuber Unternehmensgruppe and partly owned by Heineken International.

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• 1989Creation of the Paulaner Bräuhaus conceptStrategy

  The brewery expanded its consumer experience beyond packaged beer and traditional beer service.

  What changed. Paulaner Bräuhaus Consult opened a Munich brewhouse with its own in-house brewing operation and subsequently developed additional locations abroad.

  Aftermath. The concept became a vehicle for presenting Paulaner as both a beer brand and a Bavarian hospitality experience.

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• 1986Launch of non-alcoholic wheat beerProduct launch

  Paulaner sought to extend its core Weissbier expertise to consumers seeking an alcohol-free option.

  What changed. The brewery began producing Waitzinger Weissbier, later renamed Hefe-Weissbier Non-Alcoholic.

  Aftermath. The product became part of Paulaner’s continuing non-alcoholic wheat-beer portfolio.

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• 2017Paulaner business transferred into Paulaner Brauerei Gruppe

  On July 4, 2017, the former Paulaner brewery company was merged with Brau Holding International and transferred to Paulaner Brauerei Gruppe GmbH & Co. KGaA.

  M&A
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• 2017Paulaner brewery group reorganized

  The former Paulaner Brauerei GmbH & Co. KG was merged into Brau Holding International and transferred to Paulaner Brauerei Gruppe GmbH & Co. KGaA.

  M&A
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• 2016Paulaner records first one-million-hectolitre export year

  Paulaner exported one million hectolitres to international markets for the first time, reflecting the expansion of its Munich beer brands beyond Germany.

  Other
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• 2016Paulaner exports one million hectolitres

  Paulaner recorded exports of one million hectolitres for the first time, reflecting the brand’s international distribution.

  Other
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• 1989First Paulaner Bräuhaus opens in Munich

  Paulaner Bräuhaus Consult opened a brewhouse on Kapuzinerplatz, establishing a platform for later Paulaner-branded hospitality and brewing venues abroad.

  Product launch
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• 1986Paulaner develops an alcohol-free wheat beer

  The brewery began producing Waitzinger Weissbier, described in the reference material as the first non-alcoholic Weissbier; the product is now known as Hefe-Weissbier Non-Alcoholic.

  Product launch
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• 1979Schörghuber family takes majority ownership

  The Schörghuber family acquired a majority stake in Paulaner and remained its principal owner according to the cited historical account.

  M&A
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• 1751Paulaner receives permission to serve beer publicly

  The Paulaner monks were authorized to serve their beer publicly on April 2, the feast day associated with Saint Francis of Paola.

  Other
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• 1634Paulaner monks' beer documented in Munich civic complaint

  A complaint from civilian brewers to Munich authorities about competition from the monastery provides the first documented evidence associated with Paulaner’s brewery history.

  Other
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• Paulaner continues as an Oktoberfest brewery

  Paulaner remains one of the six breweries authorized to supply Munich Oktoberfest and serves beer in several major festival tents.

  OtherCampaign
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1. Paulaner
2. Paulaner official website