Albert’s Schloss has broken its weekly Oktoberfest sales record, selling almost 12,000 pints across its UK sites in seven days as demand for authentic Bavarian beer and celebrations continues to grow.
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The Mission Mars-owned, Alpine-inspired bar brand surpassed its previous weekly record of 10,000 pints, with its London site retaining its crown as the group’s biggest Oktoberfest seller.
Albert’s Schloss London poured some 4,000 Oktoberfest pints in just seven days during the annual celebration, beating its own record from last year.
Authentic experience
Across the rest of its UK sites, Oktoberfest sales were also up 50% like-for-like, highlighting the growing appetite for a Bavarian-inspired celebration.
Inspired by Munich’s world-famous festival, the five-week celebration brought together the city’s only line-up of all six official Munich Oktoberfest biers - Spaten, Paulaner, Löwenbräu, Hacker-Pschorr, Hofbräu and Augustiner - alongside Alpine feasting, live Oompah bands, stein-holding competitions and daily entertainment.
Albert Schloss’s Oktoberfest celebrations will run until Sunday 25 October, with sites in Manchester, London, Liverpool and Birmingham.
Commenting on the results, head of innovation James Plant said: “This Oktoberfest, our guests didn’t just come for a stein and a show. They wanted an authentic Bavarian experience, and more of them than ever are ordering Munich’s Big Six beers.
Real appetite
“Last year, demand for the Big Six across Albert’s Schloss venues rose 123% compared with 2024. It feels like a real appetite for authentic Bavarian beer culture is taking hold, and we’re proud to bring a genuine slice of Munich to Manchester, Birmingham, Liverpool and London every year.”
The sales figures come as pubs across the sector look to make the most of Oktoberfest, with operators sharing advice with The Morning Advertiser (The MA) on how to run successful events.
Industry experts highlighted the importance of offering authentic Bavarian beer, ideally from one of Munich’s six official breweries, alongside German-inspired dishes such as sausages, schnitzel and roast chicken.
They also recommended investing in Bavarian-themed décor, including blue and white bunting, alongside live Oompah music and other entertainment to create an Oktoberfest atmosphere.
