Paulaner leads German beer brands in social media following

The German beer market is facing challenges, with beer production falling by 5.6 percent in 2025 and declining alcohol consumption among younger demographics. In response, breweries are increasingly prioritizing social media presence to reach customers.

A study by influencer agency Netzschreier analyzed 118 German beer brands across Instagram, Facebook, TikTok, and YouTube. Paulaner leads the ranking with 1.1 million followers across all platforms, nearly double that of the second-placed brand, Salitos. Other top brands include Warsteiner, Bitburger, and Astra.

The analysis reveals a disconnect between social media popularity and sales volume. For instance, Krombacher is Germany’s highest-selling beer brand by volume, yet its social media reach is less than half that of Paulaner. While Facebook remains the dominant platform for the 118 brands studied, the strategic importance of digital engagement continues to grow for the industry.