This German Beer Just Challenged American Oktoberfest

Oktoberfest is one of those international traditions that Americans seem to have just whole-heartedly adopted into our typical fall festivities as part of the fun of the seasons changing. It’s such a beloved tradition that people from all over the states go to Munich in order to experience what the real, traditional festival is actually like. And whether it’s a love of good beer, a joyous community, or all the delicious food that comes with the festival, the tradition is an ongoing and ever-evolving American tradition now, too.

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But, I think a lot of the American celebrations of Oktoberfest have taken the inspiration and turned it into something new. And while that’s not inherently bad, there’s something special about reminding ourselves where the cultural tradition comes from. In doing so, we can get a better representation of why the celebration is important. In knowing what makes it so special for the original culture that the festival comes from, then perhaps we can appreciate it more as well.

Part of this long-standing tradition comes the fact that only six beer brands are actually allowed to be poured at the Munich Oktoberfest each year. There is a strict qualifications process that makes this an exclusive opportunity for beer brands. Paulaner it’s one of these lucky companies that has met these qualifications, and they’ve made it sort of seasonal mission to not only challenge the American beer company that has built a legacy using the Oktoberfest name, but to show Americans some of the traditions that make the classic Oktoberfest so special. Perhaps, with a bit of education and playful rivalry, Americans will have new traditions that they will want to integrate into their own local festivities.

Why Challenge The American Classic?

Paulaner’s campaign playfully jests at the idea of Paul vs. Sam (or really, Paulaner vs. Sam Adams). They released a video where two friends, one named Paul and one named Sam, are in a friendly Oktoberfest trivia competition. And, moreso than actually saying anything about the quality of the beer or Sam Adams company itself, the video demonstrates the knowledge gap between Americans and local Germans regarding the Oktoberfest traditions.

A survey conducted in the U.S. even revealed that 22% of Americans know that only six breweries are permitted to pour their beers at the official Oktoberfest in Munich. But 71% say that after knowing this, they’d be more likely to choose one of those specific breweries for their Oktoberfest brews of choice.

The goal of this campaign from Paulaner is just to emphasize the fact that they are all-in for embracing Americans as part of the Oktoberfest events and community, but that they want to help educate people in fun ways that not only honor the tradition of Oktoberfest, but to welcome everyone into the tradition. It’s not about exclusivity. It’s about honoring long-standing culture in a way that feels true to the heart of those traditions.

How To Do Oktoberfest The German Way

The centuries-old company used the campaign to demonstrate what it believes are some of the essential authentic Oktoberfest elements everyone who wants to participate in the fun should know. For starters, Oktoberfest truly begin in September so that they can embrace the remaining warm weather of summer and have a large outdoor festival that doesn’t leave everyone in the bitter cold.

The way we eat and drink is also a huge part of the Oktoberfest tradition, with classics like roast chicken, bratwurst, and pretzels being essential to the festival. They’re also intended to be eaten at long communal tables where everyone can embrace each other as community for the time being.

Drinks and cheers are of course a big part of the Oktoberfest equation, too. Drinks should be had from a one-liter glass mug or beer stein, and instead of saying “cheers” you must look each other in the eyes and say “Prost!” Of course, it wouldn’t be a brand campaign if the heart of it wasn’t to honor the Paulaner beer itself. But, if you really want a true taste of Munich, then the #1 Oktoberfest beer in Germany isn’t a bad place to start.