LÖWENBRÄU OKTOBERFEST LAGER

Löwenbräu’s Oktoberfest Lager is once again being imported to the UK. This is the same full flavoured 6.1% abv brew as enjoyed by the hundreds of thousands of revellers at the world famous Munich beer festival (18th Sept-3rd October).

It will be available nationally through Sainsbury’s, Morrison, Safeway and Majestic at around £1.60 for a 50cl bottle during October or as long as stocks last.

Löwenbräu Original is one of the UK’s fastest growing imported lagers and the seasonal introduction of their Löwenbräu Oktoberfest Lager is continuing to build on the successful Löwenbräu Original franchise, with consumers increasingly demanding more authentic, imported beers.

The decision was taken in 2002 to return its brewing to Munich and sales are on track to double year on year, with significant distribution gains both for the Lowenbrau Original 440ml can and for the 660ml bottle.

The Löwenbräu Oktoberfest Lager is an easy drinking 6.1% abv brew, with which Munich’s festival-goers refresh themselves as they sing to oompah bands and feast on chickens and grilled sausages. It has a rich malty flavour, with great length on the palate.

Chris Knight, marketing manager for Löwenbräu’s importers, Refresh, comments: “The Munich Oktoberfest is one of the world’s most famous beer festivals and for those Lowenbrau fans who cannot make the trip, the bottled version allows them to experience just a little of the fun but with less damage to their ears!”

The world-famous beer festival dates back to the 1810 celebrations in honour of the marriage of Bavarian Crown Prince Ludwig and Princess Therese von Sachsen-Hildburghausen. The party was so successful that it turned it into an annual party, which locals still call Wies’n after the field in which it is held (Theresienwiese).

In 1950 a new tradition arose when the Mayor of Munich cracked open the first keg of the Oktoberfest on the stroke of noon with a cry of ‘Ozapft is’ (‘it is tapped’). This was also the year in which Löwenbräu unleashed their mechanical lion on the revellers, which has continued to deafen locals and visitors to the Oktoberfest from its position atop the Löwenbräu tent. The festival runs from the 18th Sept to the 3rd October and over 6 million guests are expected.