How to Host an Oktoberfest Event at Your Brewery
Oktoberfest isn’t just for Munich. Breweries everywhere can bring the magic of this legendary Bavarian celebration to life—right in their own taproom or outdoor beer garden. If you’re looking to attract new patrons, celebrate the season, and showcase your best brews, hosting an Oktoberfest event is a golden opportunity. Here's how to make it authentic, festive, and unforgettable.
1. Pick the Perfect Date (and Duration)
Traditional Oktoberfest starts in mid-September and runs through the first weekend in October. You can follow this schedule or pick a weekend that works best for your community. Some breweries opt for a one-day blowout, while others spread it over several days for maximum turnout.
2. Brew a Festbier or Märzen
These malty, amber lagers are the stars of any Oktoberfest celebration. Consider brewing a special release Märzen or Festbier and offering it in 1-liter steins. Branding it with a custom label or name can also add local flair.
3. Create a Festive Atmosphere
Decor is key. Think long communal tables, blue-and-white banners, string lights, and staff in dirndls and lederhosen. Add a tent or outdoor setup if possible to mimic the feel of Munich’s beer halls.
4. Plan a German-Inspired Menu
Partner with local food trucks or caterers to serve bratwurst, pretzels, schnitzel, and sauerkraut. Don’t forget mustard and beer cheese dips! If you have your own kitchen, develop a themed menu for the event weekend.
5. Offer Entertainment and Contests
Live oompah bands, German folk music, or even a DJ spinning Bavarian remixes can elevate the mood. Crowd favorites include:
Stein-holding contests (Masskrugstemmen)
Best-dressed competition
Pretzel-eating races
Yodeling or polka dancing challenges
6. Provide Family-Friendly Options
If your space allows, designate a family area with activities like face painting, games, or a pumpkin patch. Offering non-alcoholic drinks and kid-friendly food can draw a wider crowd.
7. Sell Branded Merch
Capitalize on the event with exclusive merch—think steins, T-shirts, hats, or limited-edition glassware. Attendees love taking home a souvenir.
8. Promote Like a Pro
Start marketing your Oktoberfest early. Use social media teasers, email newsletters, local event listings, and collaborate with influencers or nearby businesses. Early bird specials or VIP ticket packages can also drive early interest.
9. Plan for the Crowd
Think through logistics: parking, restrooms, security, and staffing. Renting extra tables, adding portable bathrooms, or increasing outdoor space may be necessary depending on your turnout.
10. Make It Annual
Once you’ve hosted one successful Oktoberfest, make it a tradition! Patrons will look forward to it every year, and each time it gets easier to plan and promote.
A well-executed Oktoberfest can strengthen your brewery’s brand, boost sales, and bring your community together over great beer and even better vibes. Prost!
