Augustiner Bräu is a brewery located in Munich, Germany. Established in 1328, it is Munich's oldest still independent brewery and produces Munich's most popular brands of beer. The Company is owned by the Edith Haberland Wagner Trust 51% and the Inselkammer-Family 49%.
Distribution and marketing
Augustiner Bräu does not have an advertising department. They only sell T-Shirts, Beer mugs and Caps at the Gate of the Brewery. They do no print, TV or radio advertising, although they do have a website. The Munich people consider it to be the last truly local brewery; it is sustained by the popularity of the Munich people.
Augustiner beer is normally found within the Greater Munich area, but in the last few years it has become popular outside Munich, for example in Berlin, where dozens of bars have it on sale. When most German breweries updated their bottles to a slim and more modern design to give their beer a more classy and less old fashioned appearance some ten years ago, Augustiner stuck with its original "classic" form, often nicknamed the "Bauarbeiterhalbe" (construction worker's half litre). The labels have also not changed in over 20 years. Its brands are among the most popular of Munich's beers, and the company regularly reaches an annual output of more than 95 million litres (2005).
Augustiner Bräu operates a beer tent at the Oktoberfest, as well as owning one of Munich's largest beer gardens, the Augustiner-Keller at Arnulfstraße 52, and several traditional bars throughout the city. In recent years, Augustiner beer has become a popular drink in several bars in Berlin; however, the amount of Augustiner consumed in Berlin is still minuscule compared the amount consumed in Munich.
In the record-breaking temperatures of the summer of 2003, the brewery refused to sacrifice brewing quality and traditional process to increase production, even though it could have sold more beer.Template:Citation needed
It is imported into USA by Global Village Imports, LLC. of King of Prussia, PA. Since distribution is very limited, only Augustiner Edelstoff and Maximator are available.
- Augustiner's most popular brand is Augustiner Helles (5.2%), a lager beer that is given a prolonged secondary fermentation phase. This is the brand that is generally referred to when talking about Augustiner.
- Edelstoff is a slightly brighter, slightly sweeter, more sparkly, and stronger (5.6%) lager variant.
- Augustiner Dunkles, a malty dark beer
- Augustiner Pils, brewed according to the original Pilsner recipe.
- Augustiner Weißbier
- Oktoberfestbier, a style of beer (known as Märzen in German) specially brewed for the Oktoberfest. Augustiner?s Oktoberfest beer and Edelstoff are the only beers at the festival that are still served from traditional wooden barrels.
- Maximator, a Doppelbock and, like the Oktoberfestbier, seasonal. Brewed to coincide with Lent, this is a starkbier (strong beer, 7.5%).
- Heller Bock A well lagered (conditioned) pale, seasonal beer (7.2%), only available in May and June in Munich.
All of Augustiner?s brands are brewed in accordance with the Reinheitsgebot. This means the ingredients of the beer are just three: water, barley, and hops; and additionally wheat for the Weißbier variant.
in America Edelstoff is 5.7% Alcohol content