The Paulaner Group is trading in its lederhosen for racing silks. According to a recent company announcement, the Munich-based brewing giant saw its sales volume in China skyrocket by 23.8% in 2025, a performance that has emboldened the brand to chase a rather lofty, if slightly nebulous, title.
The group—which saw its total global beverage sales rise 13.8% to 7.9 million hectoliters last year—is now targeting the number one position in China “among international premium beer brands” within the next two to three years. Currently sitting at number three in that specific category, Paulaner is doubling down on a market that continues to defy global gravity. While many international markets face various headwinds, the Chinese beer sector is projected to grow at a compound annual growth rate (CAGR) of 7.5% through 2035, comfortably outpacing the global average.
To hit that top spot, the brewery is shifting its persona from a traditional heritage brand to one with a sharper, more aggressive commercial edge. CEO Jörg Biebernick underscored the necessity of this evolution:
“China is our fastest-growing market and one of the most exciting beer markets in the world. Audi’s goal is to become the Formula 1 world champion. Ours is to reach the top in China. That is what we have in common.”
While competitors like Carlsberg are attempting to win over the Chinese palate through culinary prestige—most notably by integrating their portfolio into the Black Pearl Guide for high-end food pairings—Paulaner is opting for high-octane adrenaline.
The vehicle for this market takeover is quite literal: Formula 1. Leveraging the return of the Chinese Grand Prix and a strategic partnership with the Audi Revolut F1 Team, Paulaner plans to use the sport’s massive Chinese following to pivot toward a sleek, premium image. It is a bold bet that F1’s “sharper edge” will provide enough friction to slide them past their international rivals and onto the top of the podium.