New Data from Union Indicates that Oktoberfest’s Popularity is Extending Beyond German Pubs

According to on-premise consumption trends, the festival is becoming mainstream at bars and restaurants and shows that on average guests are spending $2 more per Oktoberfest brew

Austin, TX (Aug. 29, 2023) – As Autumn approaches Oktoberfest starts to occupy the minds of beer drinkers. As such, Union has released a new report detailing the latest on-premise Oktoberfest consumption trends at thousands of bars and restaurants across the county.

“The big takeaway we saw is that Oktoberfest is no longer limited to German pubs and more bars and restaurants should be taking advantage of this two week festival and pushing beer specials to capture more sales,” said Layne Cox, Union’s chief marketing officer. “With the price of Oktoberfest brews being higher than other beers this is a big sales opportunity that many operators should be capitalizing on.” 

The report provides key insights around Oktoberfest drinking patterns, including:

  • When venues feature Oktoberfest beers on their menus, they are a hit. According to Union’s data, Oktoberfest beers command as much as 67 percent of beer sales during the months of September and October. 
  • There is money to be made during Oktoberfest. An average Oktoberfest beer is $7.98, which is $2.00 (26 percent) more than the average beer and 19 percent higher than the average imported beer.
  • Happy hour is an opportunity for Oktoberfest. Sales at Union venues are highest during happy hour, with 39 percent of all Oktoberfest orders happening between 4 pm and 7 pm.
  • An American Oktoberfest beer holds the number one spot. Throughout September and October, Sam Adams “Octoberfest” is the best-selling Oktoberfest-themed beer by dollar sales, with 51 percent share, at Union’s bars and restaurants around the country. Hofbräu, the official beer of Oktoberfest in Munich, is close behind Sam Adams with 11 percent share.

To read Union’s Oktoberfest report, visit: For more information on Union, visit To learn more about OnPrem Insights by Union, visit

About OnPrem Insights by Union

Union’s OnPrem Insights is a rich data source that provides the hospitality industry with a granular, precise view of on-premise consumer consumption behavior. The reports cover beverage industry trends and uncover consumer purchasing patterns, which allow busy bars and restaurants as well as beverage and alcohol brands to better understand their consumers, the marketplace and identify growth opportunities. The reports are based on Union’s proprietary GuestMatch and MenuMatch intelligence and on-premise consumption data over a thousand of Union venues, serving millions of guests 21+ across 34 U.S. states. Union data is based on actual customer orders, not indirect methods like cases sold into the bars or surveys. To learn more or to download Union OnPrem Insights reports, visit

About Union

Union is a hospitality engagement platform leveraging industrial-grade data intelligence to deliver transformative experiences for guests, operators, and brands at the most popular venues across the country. Designed by over 50 hospitality venue owners from some of the highest volume locations in the country, the Union engagement platform was built specifically to meet the needs of high-volume bars and restaurants, while taking a revolutionary approach to connecting consumers and brands on-premise. Follow Union on Facebook and Instagram or visit