Paulaner leads German beer brands in social media followers

An analysis by the influencer agency Netzschreier of 118 German beer brands reveals significant social media reach across Instagram, Facebook, TikTok, and YouTube. Despite declining alcohol consumption among young people in Germany, brands are increasingly utilizing digital marketing strategies.

Munich-based brewery Paulaner is the only German beer brand to exceed one million followers, totaling approximately 1,089,010, with the vast majority located on Facebook. Salitos follows in second place with 625,930 followers, and Warsteiner ranks third with 601,872.

Bavarian breweries maintain a strong presence in the top 20, including Erdinger (7th), Hofbräu München (11th), Weihenstephan (18th), and Hacker-Pschorr (20th). The study notes that while Facebook remains a primary driver for followers, TikTok presence is relatively low, with only 26 of the 118 brands analyzed maintaining profiles on the platform.