• Skip to primary navigation
  • Skip to main content
  • Skip to primary sidebar
  • Skip to footer
  • Advertise
  • About Craft Brewing Business

Craft Brewing Business

Professional Insight, Unfiltered

  • News
  • Business & Marketing
  • Ingredients & Supplies
  • Packaging & Distribution
  • Equipment
  • Webinars & White Papers
  • COVID-19

Paulaner Brewery packs up beers, hits road with portable biergarten

June 24, 2013Chris Crowell

Having trouble bringing a new audience to your beer brand? Might be time to take a page from the Paulaner Brewery playbook and bring the beer brand to them.

Paulaner Brewery, Munich’s traditional Bavarian brewery, is celebrating Oktoberfest early this year and taking its authentic traveling biergarten on a cross-country tour for a second year. Fully equipped with tables, taps and an abundance of Paulaner kegs, this biergarten stops in 19 U.S. cities from late March to mid-October, bringing towns the chance to experience authentic German beer traditions.

Hey, food trucks are big thing in many major cities these days, so why not beer trucks? With Paulaner’s traveling biergarten, any town can be transformed into “Little Bavaria” in a few short hours. A quick unloading of the party truck and an upscale venue is built, complete with a sound system, Bavarian decorations and traditional biergarten tables and benches that can host up to 400 guests.

Here is a quick video tutorial on how it works.

The origins of the biergarten can be traced back to the 16th century in Munich. The Bavarian Brewing Ordinance was enacted in 1539 following a series of serious brewery fires and restricted beer brewing to the winter months between September and April. For the breweries, which needed stocks of cool beer for the summer, this presented an insurmountable problem. The solution was the underground beer cellar. The brewers protected their beer against the sun’s heat by planting large numbers of chestnut trees and spreading out light-coloured gravel. From 1812 onward, King Ludwig I of Bavaria permitted breweries to serve their own beer to guests on the land above the beer cellar. Hence, the Biergarten was born.

Paulaner’s party truck was hanging out in Stillwater and St. Paul, Minn., for the first part of June and hosted a variety of events with beer specials, food, live music and more. A 5k run and a biking for beer event were mixed in also. From Minnesota, the truck continues to 12 more U.S. cities in Colorado, Texas, Illinois, Ohio, New Jersey, New York, Massachusetts, Florida and has its last call in Las Vegas in mid-October.

ESTER_portal_2879
Match beers to customers with ESTER’s Flavor Intelligence Platform (early adopter deal going on)
michigan-golf-beer-guild
Michigan Brewers Guild to try golf outings as outdoor, distanced fundraisers
BrewDog sustainability
Marketing / sustainability idea of the week: BrewDog’s Buy One Get One Tree promotion
Craft Brewers Association of Oklahoma launches slick new website (maybe visit it)

Reader Interactions

Leave a Reply Cancel reply

You must be logged in to post a comment.

Primary Sidebar

Latest News

  • Portland Cider Co. donates $12,500 to Hunger-Free Schools
  • Penguin City Beer adds a tenant (first black, female-owned ciderhouse in Ohio)
  • Craft Beer Consumer Habits in February 2021: Are on-site attitudes changing?
  • Watch: Magliner’s Powered Lifting Hand Truck makes moving kegs quick and effortless

Sign up for our newsletter

unsubscribe from list

Most Popular Today

Recent Features

  • craft beer consumer tastesCraft Beer Consumer Habits in February 2021: Are on-site attitudes changing?
    February 24, 2021
  • No and low alcohol beer grew 30+ percent last year, now enjoy some big haps in the NA beer sector
    February 23, 2021
  • How to Seduce a Distributor: The importance of branding, common misconceptions and automatic disqualifiers
    February 22, 2021
  • I would totally sit in a hot tub of hops and drink chill pints at this new beer spa in Denver
    February 18, 2021
  • truly hard seltzer‘Truly’ crushing it: Boston Beer nets over $1.7 billion in 2020 revenue
    February 18, 2021
  • Wholesaler Updates: Stone Distribution expands into former AB Inbev warehouse (news on Urban South, Wild Leap, Hairless Dog and lots more)
    February 17, 2021

Footer

  • Email Newsletter Sign Up
  • About Craft Brewing Business
  • Contact Us
  • Advertise on Craft Brewing Business
  • Media Kit Download
  • Privacy and Terms

© 2021 · CBB Media LLC

Continue ...

sponsored by