Celebrating Oktoberfest Advertising in the UK and Germany
Each autumn, as the first kegs are tapped and the sound of brass bands fills the air, brands flock to one of the world’s biggest cultural festivals, Oktoberfest. In Germany, it is a cornerstone of national tradition, drawing millions to Munich and beyond. In the UK, the celebration has found its own rhythm, with cities from London to Manchester hosting beer halls, pop-up tents and themed nights that capture the spirit of Bavaria. For advertisers, it is a rare chance to reach audiences immersed in celebration, with formats positioned perfectly to connect with people enjoying food, drink and togetherness.
Oktoberfest in Germany: Tradition Meets Marketing Power
In Munich, where the original Oktoberfest dates back to 1810, advertising takes on a unique character. Brands often weave themselves into the fabric of the event, from brewery sponsorships to branded beer tents and signage across the Theresienwiese grounds. Large-scale outdoor advertising plays a central role too, with transport ads on Munich’s U-Bahn and trams carrying visitors into the heart of the festival. Even airports in Germany use Oktoberfest as a campaign moment, with arrivals halls dressed in banners, billboards and experiential activations that welcome international travellers with Bavarian flair.
International beer giants such as Paulaner, Löwenbräu and Erdinger use Oktoberfest as their annual stage, often blending heritage visuals with contemporary campaigns. For non-alcohol brands, from telecom providers to sportswear companies, Oktoberfest offers an opportunity to align with a cultural phenomenon that is both family-friendly and globally recognisable.
The UK’s Oktoberfest Scene: A New Advertising Stage
Although Oktoberfest is rooted in Germany, the UK has embraced its own version of the tradition. London’s Oktoberfest celebrations in Canary Wharf and Camden, as well as large-scale events in Birmingham, Manchester and Glasgow, have become advertising touchpoints for brands. Here, outdoor advertising in and around transport hubs becomes vital, with taxi advertising and bus ads guiding audiences to events and after-parties.
British supermarkets such as Lidl and Aldi frequently run seasonal campaigns tied to Oktoberfest, highlighting their German food ranges with OOH advertising across high streets and transport networks. Beer brands including Camden Town Brewery and BrewDog have also used the Oktoberfest period as a backdrop for limited-edition brews and promotions, often supported by digital billboards in nightlife districts. For advertisers, the UK’s Oktoberfest is less about heritage and more about tapping into the growing appetite for cultural experiences.
The Impact for Brands and Advertisers
The Oktoberfest period brings together diverse audiences who are open to new experiences, making it an unrivalled platform for advertisers. In Germany, high footfall around Munich’s festival grounds pairs with metro advertising and street-level outdoor formats, ensuring visibility among millions of attendees. In the UK, transport advertising across buses, taxis and the London Underground ensures brands stay top of mind as festivalgoers travel to and from events.
Beyond traditional out of home advertising, experiential activations also thrive during this time. Sampling campaigns, branded photo booths and pop-up beer gardens offer ways for brands to integrate directly into the celebratory mood. This hybrid of outdoor visibility and live interaction is particularly valuable for brands seeking to create memorable associations.
Raising a Glass to Future Campaigns
Oktoberfest advertising in both Germany and the UK demonstrates how cultural traditions can evolve into global brand opportunities. From Munich’s historic beer halls to Britain’s urban pop-up festivals, advertisers are discovering that audiences are highly receptive when the environment is festive, social and steeped in cultural identity. For brands looking to build strong seasonal campaigns, Oktoberfest offers a blend of authenticity, reach and vibrancy that few other events can match. As the celebrations continue to grow in scale, so too does the potential of out of home advertising to be at the heart of the experience.