As a refreshing symbol of German brewing excellence, Paulaner inspired beer fans across the U.S. to raise their steins high and join in the Oktoberfest celebration.

During the Oktoberfest season, Paulaner - the #1 selling bier at Munich’s Oktoberfest - partnered with The A Team to launch the “Follow the Liter” campaign on Instagram. This beer marketing campaign invited fans to test their Oktoberfest knowledge and engage with eye-catching imagery of cold, golden Paulaner Liter Steins.

Supported by strategic in-store merchandising, digital advertising, and social media activations across multiple touchpoints, the campaign delivered outstanding results. Paulaner became the fastest-growing German beer import in the U.S., while its social media following grew by over 50%.

Through a perfect blend of tradition, creativity, and engagement, The A Team helped Paulaner strengthen its brand presence and bring the Oktoberfest spirit to beer lovers nationwide.