Oktoberfest: A Platform for Timeless Brands

The opening of the 189th Oktoberfest on Saturday stirred memories of past times in Munich. One of the standout features of Oktoberfest is the participation of some of the oldest beer brands in the world… brands that have stood the test of time and continue to thrive centuries after their founding. These breweries represent centuries of tradition and demonstrate how a brand can remain relevant across generations, adapting to new trends while maintaining core values.

The success of historic beer brands at Oktoberfest offers valuable lessons for businesses of all kinds. These brands have not only survived but thrived for hundreds of years.

Six historic Munich breweries have the exclusive rights to serve beer at the official Oktoberfest tents:

1. Augustiner Bräu – Founded 1328

2. Löwenbräu – Founded 1383

3. Spaten-Franziskaner-Bräu – Founded 1397

4. Hacker-Pschorr – Founded 1417

5. Hofbräu München – Founded 1589

6. Paulaner – Founded 1634

These iconic Oktoberfest beer brands maintained their brand’s relevance for hundreds of years by mastering a few fundamental principles:

1. Consistency with Innovation: While steeped in tradition, these breweries continuously evolve to keep up with modern trends. Whether developing new brews, updating packaging, or embracing digital marketing, these brands balance heritage with innovation.

2. Quality: These brands stand as a hallmark of uncompromising commitment to quality. Consumers trust these breweries because they know the beer will meet high standards, whether they’re enjoying it at Oktoberfest or their local pub.

3. Cultural Connection: These brands are more than just beverages; they’re cultural institutions. Oktoberfest, for instance, isn’t just about drinking beer—it’s a celebration of Bavarian heritage, and these breweries have deeply embedded themselves in this cultural narrative.

4. Adaptation to Change: Over hundreds of years, these breweries have weathered wars, economic downturns, and changing consumer preferences. Their ability to pivot and adapt while staying true to their roots has been critical to their long-term survival.

The success of historic beer brands at Oktoberfest offers valuable lessons for businesses of all kinds. These brands survived and thrived for centuries, proving that enduring success built on principles beats trends and fads. Below are seven actionable tips on how to apply these lessons to your brand to ensure long-term relevance, growth, and loyalty.

1. Stay True to Your Core Values: Historic brands like Augustiner Bräu and Löwenbräu have thrived by remaining authentic to their origins. They never strayed from their core mission of delivering high-quality beer when evolving.

How to apply this:

• Define your brand values and integrate them into every decision. Whether it’s product development, customer service, or marketing, your values should be the foundation of everything you do.
• Be consistent in your messaging and actions. Brands that last are those whose customers know what to expect every time. Don’t chase trends at the cost of diluting your identity.

2. Prioritize Quality Over Quantity: Oktoberfest’s long-standing beer brands have built their legacies on exceptional quality. They never compromise on the product, and as a result, they enjoy customer loyalty that spans generations.

How to apply this:

• Focus on the quality of your offerings, whether that’s a product, service, or customer experience. While quick wins might seem tempting, they won’t yield long-term results.
• Invest in continuous improvement. Seek feedback and adapt to ensure your products stay at the top of their category.

3. Adapt to Changing Times Without Losing Your Identity: Historic brands have endured because they understand the balance between tradition and innovation. They embrace new methods and technologies but always within the framework of their brand’s core identity.

How to apply this:

• Embrace innovation, but stay grounded in your brand’s DNA. For example, if you build your business on craftsmanship, modernize your processes, but don’t compromise on the artistry that defines you.
• Keep up with changing consumer behaviors and adopt relevant trends, whether that’s through digital marketing, eco-friendly initiatives, or new distribution channels. Just ensure that any change aligns with your brand’s ethos.

4. Maintain a Strong Cultural Connection: Like the Oktoberfest beer brands, companies that endure create an emotional and cultural connection with their audiences. These breweries aren’t just products but cultural symbols of Bavarian heritage.

How to apply this:

• Find ways to embed your brand into your audience’s culture. You can do this by supporting causes they care about, becoming a part of their daily routines, or fostering a sense of community around your brand.
• Tell your story consistently. Brands that last are not just selling products; they are selling a legacy, an experience, or a set of values. Let your customers feel like they are part of your brand’s journey.

5. Focus on Longevity, Not Short-Term Gains: Centuries-old brands didn’t succeed overnight. Their approach is patient and focused on sustainable growth rather than chasing fleeting trends or short-term revenue spikes.

How to apply this:

• Prioritize long-term strategies that build brand equity over time, like fostering customer loyalty, investing in employee development, or focusing on sustainable practices.
• Think in terms of legacy rather than quick wins. Ask yourself how each decision will impact your brand 10, 50, or 100 years from now.

6. Nurture Brand Loyalty: Brands that have thrived for centuries understand the importance of customer loyalty. They focus on maintaining a solid customer relationship by delivering consistent value and creating a sense of belonging.

How to apply this:

• Build a loyalty program that rewards your long-term customers. To deepen the customer relationship, offer exclusive deals, personalized services, or behind-the-scenes access.
• Foster a community around your brand where loyal customers feel part of something bigger than a transaction.

7. Tell a Timeless Story: Beer brands at Oktoberfest have a story that dates back centuries and has become icons in Bavarian culture. Their narratives are steeped in history, authenticity, and tradition, making them more than just a beverage.

How to apply this:

• Develop a narrative that resonates beyond the product or service you offer. Why did your company start? What problem are you solving? What values guide your business decisions? Share this story with your customers to build emotional connections.
• Keep evolving your story while staying rooted in your core values. Let your customers be part of your journey as your brand evolves through the years.