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Although rooted are in Bavaria, Germany, UK pub and bar operators are increasingly discovering the festival’s appeal goes way beyond beer – and that equals greater sales potential.
According to operators running some of the country’s biggest Oktoberfest-style events, the secret is not as simple as stocking a German lager and hanging up a bit of bunting.
To create that success, a site needs to create an authentic and immersive experience that combines beer, food, entertainment and atmosphere.
Take Albert’s Schloss for example, Oktoberfest is within the DNA of the concept that operates four bars in the UK – Manchester, Liverpool, Birmingham and Soho, London – with head of innovations and openings James Plant stating any pubs wishing to host a great Oktoberfest event must focus on being genuine or it won’t work.
Plant says Munich’s ‘big six’ breweries are the only breweries officially permitted to serve beer at the city’s famous festival. They are Augustiner, Paulaner, Hacker-Pschorr, Hofbräu, Löwenbräu and Spaten, and “having at least one of those makes it a proper Oktoberfest experience”.
Peter Gowans, UK country manager at Erdinger – which is a brewery located in the town of Erding, just north of Munich – says the growing popularity of Oktoberfest-style events in Britain reflects a wider appreciation of Bavarian beer culture.
“Oktoberfest dates back to 1810, but similar folk festivals are held across Bavaria and beer is an important part of daily life,” he says. “It’s unsurprising that more people are able to enjoy the experience and that the celebrations are spreading to other areas.”
He adds UK operators are increasingly seeing the occasion as a key part of their events calendar with Erdinger reporting a significant rise in Oktoberfest-themed activations across the UK this year.
And understanding the Bavarian culture is just as important as understanding beer.
“The magic of Oktoberfest is not really about beer, and maybe that’s the key myth to dispel. it’s about celebrating. Celebrating life and just enjoying yourself,” he adds.
Erdinger’s Gowans echoes the sentiment: “The celebrations are about enjoying the Bavarian joy for life. That’s what people are looking to recreate when they host Oktoberfest events.”
For operators considering their own Oktoberfest event, beer should be the foundation.
At BrewDog, sales and marketing director Sarah McDermott believes many operators make the mistake of focusing on décor before drinks.
“Start with beer, not decorations - the moment will come when it feels authentic.”
BrewDog introduced four Munich beers specifically for its Oktoberfest celebrations, including Paulaner and Hacker-Pschorr products served on keg.
McDermott adds: “Germany does the best lagers and this festival goes back more than 200 years, therefore with our shared passion for beer, it is important for us to get behind it as a celebration.”
The Munich breweries all offer something slightly different. Augustiner is revered by many beer enthusiasts for its traditional Helles lager; Paulaner is known for its balanced, easy-drinking style; Hacker-Pschorr produces richer, malt-forward Märzen beers; Hofbräu is arguably the most internationally recognised Oktoberfest brand; Löwenbräu offers classic Bavarian lagers; while Spaten is credited with helping popularise modern lager brewing.
Food matters too
Operators interviewed stressed that food should not be an afterthought.
At Albert’s Schloss, dishes such as schnitzel, currywurst and pork knuckle help reinforce the Bavarian experience. Plant says keeping food authentic, while ensuring it appeals to British tastes, is crucial.
“A simple roast chicken can be ‘Oktoberfesty’, and certainly stick it with the right kind of sauce. A simple sausage and curry ketchup is ‘Oktoberfesty’ too.”
He also recommends pairing dishes with complementary beers.
“Something lighter, like say the chicken schnitzel, [pairs] really nicely with one of the crisper beers, something like the Paulaner. Whereas then something fuller for me, like a Schweinshaxe... pop that with something like the Hacker-Pschorr, which is kind of almost that Märzen style of being a little bit thicker and maltier.”
BrewDog has taken a similar approach, introducing a dedicated Oktoberfest menu.
“Food is such an important part of Oktoberfest celebrations, so the idea behind the menu is to make this a complete occasion rather than simply matching the beers with food.”
Gownas of Erdinger adds: “Go for a traditional German offering but don’t be over-ambitious and stick to crowd pleasers that are easy to prepare.”
Create an experience
The strongest message from all three operators was the importance of creating a memorable occasion.
Plant advises pubs to commit fully. He says: “Getting the flags out and the bunting up, make it look right and feel right, and get some German oompah on, and yeah, you’re halfway there.”
Meanwhile, Wells & Co operations director Rob Calderbank believes consumers increasingly seek experiences, not just drinks.
“Customers are increasingly choosing experiences over simple transactions, and that’s one of the reasons events such as Oktoberfest continue to resonate.”
He adds: “The key to a successful Oktoberfest is creating an experience that transports guests beyond their local pub for a few hours. From the atmosphere and entertainment to the food, drink and hospitality, every detail matters.”
Gowans states atmosphere can make or break an Oktoberfest event and says small details often have the biggest impact.
The Erdinger man explains: “Some simple blue and white tablecloths and bunting to mirror the Bavarian state flag is a good start and instantly transforms the space.”
He also advises pubs to invest in live entertainment rather than relying solely on playlists.
“For any German beer festival, you really need a party band to get the atmosphere rocking. If they can pick up a couple of traditional tunes and drop them into their set every now and then, that’s all that’s needed,” Gowans says.
Key learnings
For pubs looking to stage their own Oktoberfest, the message from operators is remarkably consistent:
- Start with authentic Bavarian beer, ideally one of Munich’s Big Six.
- Offer food that complements the beers and reinforces the theme.
- Invest in atmosphere through music, décor and entertainment.
- Create an occasion rather than a promotion.
- Commit fully to the concept and deliver it authentically.
- Keep the format simple, focusing on quality beer, accessible German food and a lively atmosphere that customers will want to revisit.
Erdinger Gowans explains: “Keep things simple and get the basics right so that you’re in a good position to build on that success for a second year.”
Plant of Albert’s Schloss says: “It’s about celebrating life and just enjoying yourself.”
And ultimately, that spirit of shared celebration may be the biggest lesson UK pubs can take from Bavaria’s most famous export.
- To watch a video interview with the Erdinger bosses in south Germany and see some of the Herbstfest, which took place in September, click here.
