How Paulaner is bringing Bavarian culture to Formula 1 Our interview to Henner Höper, Marketing Director of Paulaner Brewery

In the relationship between sport and brands, Formula 1 has become one of the most interesting platforms for exploring identity, culture and new ways of experiencing competition. It is an ecosystem where performance and technology meet entertainment and lifestyle. For Bavarian brands, this dialogue takes on a particular meaning. Bavaria brings with it a culture built on the meeting point between tradition and innovation, craftsmanship and the pursuit of performance. An equilibrium that finds one of its most contemporary expressions in the partnership between Paulaner and Audi Revolut F1® Team: two German-rooted brands that share an international vision and the same commitment to quality.

After the international stops throughout the season, the project also arrived in Monza, where Paulaner brought its partnership with the team to Italy for the first time. An opportunity to understand how a local tradition can find its place on one of the world's global sporting stages. We spoke to Henner Höper, Marketing Director of Paulaner Brewery, to explore the relationship between tradition and innovation, the role of sport in the brand's strategy and what Formula 1 and Bavarian culture have in common.

Bavaria is often associated with tradition and craftsmanship, but also with innovation and performance. How do these two aspects coexist within your brand?

“For us, there is no contradiction between tradition and innovation. In fact, one makes the other possible. Paulaner has been brewing beer in Munich for centuries, and this heritage still represents the foundation of everything we do today. At the same time, preserving quality requires a constant commitment to improvement, investment and innovation. Whether it is the production process, the development of new products or building the brand, the challenge is always the same: respecting our roots while remaining relevant in a constantly evolving world. This balance between tradition and progress is part of Paulaner's identity itself.”

How do you turn a local tradition into something contemporary and relevant on a global scale?

“We believe authenticity travels surprisingly well. Oktoberfest and Biergartens are great examples: centuries-old Bavarian traditions that still bring people together today, not only in Munich but all over the world. The idea of sharing enjoyable moments, enjoying great products and spending time together is universal. This is what Paulaner represents: bringing Bavarian tradition to life in a contemporary and relevant way.

We see this very clearly in Italy. Every year, events such as Paulaner Oktoberfest Torino, which has become a key event for the city and attracts thousands of visitors, demonstrate how a tradition deeply rooted in Munich can create authentic and meaningful connections far beyond its place of origin. At the same time, we continue to explore new ways to bring this culture to new audiences.

This year, for example, we are supporting the launch of a new Paulaner Oktoberfest experience in Brescia, showing that tradition does not have to stand still. It can evolve, reach new communities and remain culturally relevant without losing its authenticity. Consumers today are not simply looking for a beer; they are looking for experiences, authenticity and a sense of belonging. Our role is not to modernise tradition by changing it. Our role is to preserve its authenticity while translating it into contemporary experiences that people can genuinely identify with, regardless of where they live.”

How did the partnership between Paulaner and Audi Revolut F1 Team come about?

“The partnership was born from a shared vision and a strong alignment of values. Both brands have deep German roots and are internationally recognised for quality, precision and excellence. We saw an opportunity to build something meaningful by bringing together Paulaner's culture of conviviality and shared experiences, particularly represented by Paulaner Weissbier 0.0%, with one of the most exciting and technologically advanced environments in global sport. Above all, this collaboration is based on shared values rather than a simple visibility-driven approach.”

What prompted you to enter the world of Formula 1, and what attracted you to the Audi project?

“Formula 1 has gone far beyond the traditional concept of motorsport. Today, it is a global cultural platform where sport, innovation, technology, entertainment and lifestyle come together. What struck us about the Audi project is its long-term vision. Audi is entering Formula 1 with ambition, determination and a clear identity. These are qualities we respect and see in ourselves as well. From a brand perspective, it also provides us with an environment in which we can engage with a highly involved audience while remaining true to our identity.”

Is there anything you think Formula 1 and Paulaner have in common more than people might imagine?

“Absolutely. Formula 1 is often perceived as an individual sport because the focus is on the drivers. In reality, it is one of the best examples of teamwork in modern sport. Behind every result are hundreds of professionals working together towards a common goal. The same applies to a brewery. Quality does not come from the work of one individual, but from the experience, dedication and collaboration of many different areas of expertise. This pursuit of excellence through teamwork is something that deeply connects both worlds.”

What does Formula 1 represent for Paulaner today?

“Formula 1 represents aspiration, international relevance and a contemporary way of experiencing sport. It is a platform where innovation, performance and emotion come together. For Paulaner, it represents an opportunity to connect with people through experiences and passions, going beyond traditional communication. At the same time, it allows us to showcase products such as our Weissbier 0.0% in a context that naturally reflects contemporary lifestyles and a responsible approach to consumption.”

Do you see these collaborations as a way of exporting Bavarian culture to the rest of the world?

“Absolutely, but not in a nostalgic sense. We are not trying to export a postcard version of Bavaria. We are sharing the values that Bavaria represents to us: authenticity, quality, hospitality, conviviality and craftsmanship. Partnerships such as the one with Audi Revolut F1 Team help us bring these values into new cultural contexts and make them relevant to new audiences. If someone discovers Paulaner through Formula 1 and then becomes interested in Munich, Bavarian culture or our brewing tradition, that is an extraordinary result for us. Ultimately, our ambition is to show that a strong local identity and a global vision can coexist perfectly.”