Why the non -alcoholic light of Augustiner is difficult to get in beverage markets

Munich still tells stories. One of the most strange is certain that with TSV 1860 Munich, a football club, whose fans ensure sold out home games and travel more hard -working than other supporters to go away, still worked in the 3rd league. This cannot be explained logically. A second Munich mystery is difficult to classify even for connoisseurs from the million doors’ brewery scene, since in addition to affordable living space, there is also a no less extreme product in another product of chronic deficiency, as if the GDR plan economy is the inspiration with its goods bottlenecks. In many inexplicable ways there is the alcohol-free bright in Augustinian economies in the city. However, detective skills are needed, indeed a good informant network to get the non-alcoholic beer in beverage markets.

Big inquiries about the alcohol -free Augustiner in beverage markets

A suburban research in Munich beverage markets leads to conversations with a sales staff that is understandably annoyed. « No, we have nothing », « The Augustiner did not send a non -alcoholic », « maybe we will get some boxes in a week or two », « Nothing Gwiss Woas Ma ned ». Employees in such transactions are tired of explaining dozens of people in one day that they would like to sell them the barley juice, but they simply cannot.

Ultimately, a hot trace leads to Sendling. An informant showed through, the Augustiner truck put on Tuesday morning in front of a certain shop, also some boxes of the beer sold since March 2024. He should be right. In addition to the many boxes with normal light and noble fabric, the labels with the couple can be seen for connoisseurs for connoisseurs. Serving is useless for the specialist staff. The fabric is there. But just shake your head again. No, of course you can’t get a whole box, the seller says with a smile. Six bottles would be possible, he believes. Better than nothing.

The man carefully packs the bottles into a cardboard wearer and advises to come back at the same time in a week. Maybe something. The conversation assumes a conspiratorial character as if an illegal goods were passed on. Of course, the Munich supply source is not revealed at this point, especially since the bottle is handed over correctly for around one euro, albeit rationed.

Investigations have given a second Munich access to the Augustiner alcohol -free. Again Sendling proves itself. In a former stationery shop, which was converted into a kind of kiosk with large beverage refrigerators, a friendly person sells the bottle for two euros and says generously: « You can have a whole box. However, it then costs 40 euros. » In a city – with too much money for a long time – some strike in the non -alcoholic frenzy and even, as guarantors confirm, are ready to put 50 to 60 euros for a box of the rare barley juice.

« Sober the new is drunk »: That is why Augustiner is booming alcohol -free

A brewer who does not want to be named shakes his head and says: « The new is soberly drunk. » Max Wüllner, branch manager of the M&S beverage market in Munich-Nymphenburg, unpacks in conversation with our editorial team: « Every two weeks we get a reduced amount. I then fight to explain to customers that they can only get a box for the normal price of 20.50 euros. » The Monaco Franke once assured: « A little bit of what is always possible. » Apart from the fact that there has been no space for Monacos in Munich for a long time, beverage dealers Wüllner remains steadfast and only gives out one of the tight boxes. Tricky contemporaries, he says, would bring a neighbor who would do as if he wanted to acquire another box for himself, but then released him to his buddy, who already has one.

The normal madness. In Munich, a Augustinian beer driver has handed over the story of how he left the load ramp of his truck unattended and two or three boxes of the non-alcoholic were stolen, while normal beer remained untouched. The demand for the drink is 30 to 40 times higher in Munich in Munich than the offer. From a sober point of view, the desires arouses and has triggered a hype around the beer in an abundance company in which there is almost everything.

Augustinian black trade on the Internet

It is hard to believe: Eight bottles of Augustiner are offered alcohol -free on the Ebay platform in a kind of black trade for 30 euros. Interested parties strike in such cases. The Augustiner brewery, whose history goes back to 1328, could do fantastic business with the new beer. Why don’t those responsible use the favor of the hour? Do you pursue a particularly sophisticated marketing strategy to make a good shortage to make a good as coveted and known as possible in order to then fully operate the demand at some point? Is this a case of Augustiner capitalism 4.0, as some in Munich speculates? Hardly. Managers of the company do not want to be cited on the matter, but the best sources of the secretive brewery on Landsberger Straße can be found, but managers and master brewers have not expected great success and enormous demand. For a long time they were skeptical whether an alcohol -free light fits a traditional house like Augustiner. Then, as can be experienced, those responsible struggled with a heavy heart to the modernization measure. After all, the production quantity of non-alcoholic beer and non-alcoholic beer mixed drinks have more than doubled in the past 20 years. Accordingly, every tenth beer in Germany should soon be non -alcoholic.

Conservatives must also be progressive. The Augustiner says, however, « hurry with a while » or on Bavarian « only ned hobs ». The experts took several years to create a sober light. You also got plenty of time to take the first new variety since the introduction of the Augustinian wheat beer in 1986. Majority owner of the brewery is a foundation. It doesn’t have to be maximized on hell. Economically, the company is solid for the industry in difficult times. According to a ranking of the food newspaper, Augustiner is one of the few brewery groups in Germany among the 15 largest brewery groups, which last year was at least slightly increasing sales by 2.0 percent.

Augustiner has settled in eleven.

The Munich, who are happy to be mandatory in the first German brewery group, have settled in eleven in the first German brewery group, while Radeberger (including Jever, Schöfferhofer), the Belgian group from Inbev (Beck`s, Franziskaner), Bitburger, Krombacher and Paulaner lead the ranking. Augustiner has long been mixed with the big ones and wanted to have a alcohol-free light brewing, which, like his alcoholic camp beer, shimmers in a bright straw yellow in the glass and has a beautiful foam crown. A brewer from another house who does not want to read his name always tastes beers blindly and appreciates appreciatively about the competitor, it is full -bodied and fresh, not too masty, not too full. He speaks of a slim beer, which, however, is anything but lean, in any case, sparkling in the crotch in a subtle malt aroma and a floral hop note. One suspects: the development was complicated. According to his own statements, Augustiner works « with a strictly secret » combination of stopped fermentation and alcohol withdrawal. In any case, trading can still not be served sufficiently, although the brewery « successfully carried out the initial measures to increase capacity », as Augustiner made our editors know. Another larger expansion is being planned.

The hype is therefore not the result of a sophisticated shortage strategy, but of an unexpected success. The mystery goes back to profane reasons and still to narrow capacities. It takes to install systems for the enamelization of beer, a complicated and time -consuming procedure. Beverage dealer Wüllner says: « Augustiner brought the right beer at the right time. » The non-alcoholic madness still stops. Insiders credibly assume that there are specialists who pursue Augustinian beer drivers by car in order to immediately get to the train when the non-alcoholic goods are unloaded in front of beverage markets.