The Paulaner Story
The Paulaner Art of Brewing
Why Paulaner is the Oktoberfest brand?
The Activation
The Experience of Different Paulaner Beer Specialities
Authentic Oktoberfest Material
The Right Venue
Edutainment
Fun Activities
Strong Connection to Social Media
Material Overview
The monks at the Neudeck ob der Au monastery in Munich brewed a strong beer, strictly in accordance with the beer Purity Law of 1516. this was the Paulaner Salvator. Whatever they didn’t drink themselves was given to the poor or sold in the monastery inn. As larger numbers of people in Munich started drinking the beer, civilian brewers voiced their complaints to the city council about competition from the monastery on February 24th 1634. This letter is the first evidence of the Paulaner Brewery and the date is still counted as the date the brewery was established.
Paulaner beers are made with water that has been untouched for over 10,000 years and is completely pure. This deep water is protected by layers of rock and extracted from a water bubble 190 meters underground.
The malt is procured from the region around Munich. The hop gardens there are the world’s largest cultivation area, called the Hallertau, and produce hop vines that grow up to 8 metres tall. Only the umbels, the unfertilized flowers of the female hop plants are used from brewing . These contain important ingrediants for brewing and give beer its typical bitter and hop flavour. In order to guarantee the consistent high quality of their beers, ‘freshly propagated’ or so-called pure yeast is regularly added during fermentation.
Every Paulaner beer is still brewed exclusively in their home town of Munich, strictly according to the Bavarian Purity Law.
The legendary Oktoberfest in Munich - also known at the ‘Weisn’ - is the largest beer festival in the world as well as one of the most popular and longest-running folk festivals. It stands for conviviality, tradition and Bavarian ‘Gemutlichkeit’. For over 200 years now, people have come from all over the world to the Oktoberfest to commemorate this special occasion.
The Oktoberfest Bier is an established component of the festivities and as such also a part of Munich’s Rich brewing tradition. Paulaner brews the orginal Oktoberfest Bier. Indeed, it is one of the only six Munich-based breweries that are permitted to brew and serve real Oktoberfest Bier.
Paulaner has the vision to make Munich’s authentic way of life and the Paulaner beer culture experienceable worldwide - no matter if in Munich or at an official Paulaner Oktoberfest somewhere else in the world.
The aim of the medium concept is to bring the Paulaner brand, the traditional beer specialties and of course the Okotberfest to guests in a fun way. Through different tools like tasting, ‘Edutainment’, social media and the typical Oktoberfest decoration we point out the uniqueness of Paulaner, its heritage and of course its role as the unrivalled no.1 Oktoberfest Bier.
EXPERIENCE OF DIFFERENT PAULANER BEER SPECIALITIES
AUTHENTIC OKTOBERFEST MATERIAL
THE RIGHT VENUE
EDUTAINMENT
STRONG CONNECTION TO SOCIAL MEDIA
Paulaner has a unique portfolio of beer specialities. Of course, the general topic of the activation should also be used to offer a sample of the different beer types to the consumer.
Having staff dressed in laderhosen or drindls can add to the experience. Those staff can offer tastings of multiple products from the paulaner line-up and do table service to add another authentic dimension to your event.
You can do samplling with paddles and small glassware. Only upon request as part of POS budget.
The first thing that customers need to see when approaching or entering the location is Oktoberfest and that Paulaner is at the heart of it! Therefore, high-quality branding material is the foundation for the Oktoberfest ontrade activation. It is necessary to implement both outdoor and indoor visib lity.
Table:
Oktoberfest Table Signs
Oktoberfest Coasters
Small Booklets with fun facts about Paulaner & Oktoberfest*
Bar:
Tap Stickers & Handles
Glassware*
Serving Trays
Bar Mats
General: Flags & Pennant Chains
Wreaths & Greenery
Banners
Hats
Tshirts
Balloons
We have chosen you because we think you are a perfect pairing for Paulaner. Paulaner want the best venues in UK to represent them with world class service, including:
Oktoberfest Bier:
An orginal Munich beer brewed exclusively for the festival.
Customs: Festival seating. Engaged staff in traditional dress or Paulaner uniform. A strong understanding of the rituals of Oktoberfest including tapping the barrel ceremony.
Lust for life:
Eating, drinking, dancing, singing & being together is at very core of your venue.
Music:
A mix of Oktoberfest classics using Paulaner’s playlist or introducing a live band for an event more authetic feel.
Delicacies:
Serving Bavarian Cusine, for example - sandwich boards, chicken, sausage and pork knuckle.
Rewarding customers is a really good way to create a positive memory. And with a branded gift which they can keep, they will always be reminded of that positive experience and connect it with the brand.
An interesting option for interaction and “edutainment” is an edutainment tablet quiz with fun questions about the brand, the beer and Oktoberfest of course. These can also be made available using a QR code which can be scanned on to your customers personal phones.
You can add in prizes for full marks and encourage people to share online, tagging Paulaner and your venue.
Fun activities during the event are really important for including the guest in the whole Paulaner experience. Through different activities and gadgets, the guest will have a unique experience. They will be encourage to participate in various games and challenges or to just have some special Instagrammable moments. Fun is guaranteed - the staff, the servers and the guests will interact in a special way which leads to those unforgettable memories.
Tapping the barrel:
Tapping a party keg to begin each new session is a great way to show your customers a very important ritual. The tapping of the barrel is often announced along side the ringing of a bell and the shout “O’zapfa”
Photo Displays:
Paulaner photo displays give your customers the perfect excuse to make a memory, just pop your head through and suddenly you are a Paula in the middle of Oktoberfest! These can be provide upon request.
Beer Challenge:
Why not get hold of some fake beer mugs and hold a competition for the most mugs held! These can be weighted to to give a better idea of how the Paula’s serve mugs at Oktoberfest!
Staff incentives:
Provide a gift to your staff for best dressed, best performing, most commited to the authentic feel of Oktoberfest.
customersRewardyourwithopenershats,bottleorpegs!
Social media presents an opportunity to not only have the activity taking place in the selected location, but also to bring and share the experience with the rest of the world. Some bars and restaurants still prefer paper materials in order to announce and promote the activity, so in this case its better for them to receive a digital kit with all the customise materials ready to be shared on all platforms. The media database also offers some advertising material which can be useful in this case.
Paulaner use #shareyourprost to spread the word worldwide!
In order to take part with full support of Paulaner and Cave Direct we need:
+ Commitment of multiple sessions over the Oktoberfest period16th September 2023 - 3rd October 2023.
+ Paulaner as the only draught products through the events (this does not not include packaged).
+ Commiment to creating as authentic an experience as possible and promoting that experience.
We are looking for venues and Owners/Managers who truely understand the history and celebratory nature of Oktoberfest.
You will recieve from Cave Direct: Specified budget based of ROS to be confirmed with Events, Sales and your Account Manager. This budget will be used to create as authentic an Oktoberfest as possible. Decor and service of Paulaner will be covered by this budget.
You will receive from Paulaner: Logo & other digital assets. Templates for local production: Social Media Kit, Beer Menu, Posters & Flyers.
To be ordered in addition: At your descretion, Drindls and laderhosen for staff. Materials outside of the seasonal promotional catalogue.
To be implimented by yourself if you wish: Flowers/greenery to create an organic and lifelike representation of Oktoberfest. Edutainment Quiz. Fake Mugs for challenges.
