Augustiner understood that secrecy is still the best marketing. Next Monday, Munich’s oldest brewery will introduce a non-alcoholic Helles, the first innovation in the range in 38 years – and a break in tradition after 700 years. Augustiner was the last of the six major Munich breweries to bow to this trend, after Hacker-Pschorr, Hofbräu, Löwenbräu, Paulaner and Spaten.
Munich breweries: Augustiner relies on non-alcoholic beer – Munich
