Germany’s Bitburger overhaul taps into movement for ‘cleaner’ beer
Independent family-owned German brewery Bitburger is updating its packaging to appear “cleaner and crisper” in an effort to appeal to modern day drinkers.
The makeover, which has been rolling out on a global scale over the past year in a raft of markets, is now expanding across the US to take advantage of the trend for well-balanced crisp lagers.
Describing the trend, Bitburger USA director Scott Baver said: “We see a movement in the industry to cleaner beers such as Bitburger Premium Pilsner.”
‘Faster recognition’
Baver explained: “This year, we are looking to build on our positive trend momentum with the introduction of our new packaging. This bold, modern look was designed to elevate the brand experience, while providing faster recognition at point of purchase. This packaging refresh has already rolled out across our international markets and is now starting to appear in the US.”
As the brand continues what the brewery has described as its “robust expansion throughout the United States” which included Bitburger’s 12-pack being launched in 2025 and now the packaging refresh, the question of how German beer is faring in global sales while it is facing challenges in its domestic market are still under debate. In fact, the category has seen success from its no alcohol variants, but this has been its only win in recent times, adapting the way the German beer market is evolving to meet consumer needs.
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Still in growth
At present, Bitburger continues to experience year-over-year growth. For instance, in 2025, Bitburger distribution increased by 10.2%, volume was up 7.26% and dollar sales were up 11%.
The new packaging roll-out now hitting stores stateside means that consumers will soon start seeing Bitburger’s refreshed design on shelves with four-packs starting to hit retail outlets now, followed by 12-packs of the Premium Pilsner this spring and Bitburger 0.0 Premium Pils Alcohol-Free being available from the autumn.
Bitburger takes its name from being brewed in the town of Bitburg in Germany and this has been the case since 1817. The beer brand was first introduced to the US back in 2019 and is now joined by Bitburger 0.0 Premium Pils Alcohol Free which still adheres to the German beer purity law known as Reinheitsgebot.
Lager trend
In the US in particular, the trend for lager has continued to flourish with reports over the past year having identified that Pilsners are still considered to be the most popular.
Baver added: “We’re thrilled to see more and more people across the country enjoying Bitburger Premium Pilsner” and highlighted that the brand is widely available on menus in top restaurants and bars in many cities and will have a greater presence for 2026.
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