A beer for weddings and the birth of Oktoberfest
The wedding beer has its historical origins in 1810, when Crown Prince Ludwig of Bavaria celebrated his wedding to Princess Therese of Saxe-Hildburghausen. In honour of this event, a large horse race was held on a meadow just outside Munich, on the very meadow that later became world-famous as Theresienwiese. The festival was so well received that it was repeated the following year. Showmen, music and beer were added. The Oktoberfest was born.
The original Hochzeitsbier is reminiscent of this wedding festival. Because the name "Oktoberfest beer" is legally protected, it deliberately bears a different but no less appropriate name in Hofstetten. It is brewed in the style of the festival beers that were served at the beginning of the 19th century: full-bodied, balanced and with a festive character.
From the old brewhouse to across the Atlantic
The original wedding beer was brewed for the first time in 2010 in collaboration with American partner B. United and beer importer Mathias Neidhart. Since then, it has been brewed every year in March in the historic brewhouse dating back to 1929 using 100 per cent Munich malt, which gives the beer its depth and characteristic flavour. It is allowed to mature in peace over the summer before being bottled at the beginning of September.
However, a special part of the beer is already travelling a long way in August: cooled in the tank, it is shipped to the USA, where it is filled into barrels and cans directly on site. This ensures that the quality is optimally preserved. However, a limited amount also remains in Austria each year.
We think such a liquid piece of tradition, which shows how alive history can be when it is brewed with care, time and passion, is #schongenial.
