1516
THE BAVARIAN PURITY LAW
ENACTED BY DUKE WILHELM IV
When Wilhelm IV and his brother Ludwig X took over the affairs of state in Bavaria, beer was a staple food. Among other factors, because boiling during the brewing process killed dangerous microbes, beer was a much healthier drink than water. For flavouring, various harmless herbs were added to beer but also other strange ingredients, some of which could be harmful, or even deadly. The authorities at the time were more interested in regulating the price of beer than the ingredients! To the benefit of all beer drinkers, this changed when Duke Wilhelm and Duke Ludwig enacted the Bavarian Purity Law as a part of state regulations.
1577 - 1777
MONOPOLY OF BREWING WHEAT BEER
SECURED BY MAXIMILIAN I, DUKE ELECTOR OF BAVARIA
Although Maximilian I Duke Elector initially ruled together with his father, he acted as an energetic Regent and led Bavaria out of its enormous debt burden. With visionary foresight he recognized the economic opportunities offered by the brewing of wheat beer. Although this was still prohibited in most parts of Bavaria, Maximilian successful acquired the only wheat beer brewery. In this way he elegantly secured the monopoly on wheat beer brewing for the Wittelsbach family. Through central purchasing and setting quality specifications for his eventual 40 wheat beer breweries, he also laid the foundation for a quality-assured licensing system in the brewing industry.
1810
THE UNIQUE OKTOBERFEST
ESTABLISHED BY LUDWIG I, KING OF BAVARIA
In addition to redesigning Munich's cityscape, Ludwig left the people a festive legacy with the Munich Oktoberfest. On the occasion of his marriage to Princess Therese of Saxony-Hildburghausen, a great celebration took place in the open countryside on the outskirts of Munich's city centre. A celebration for all, at which a good 350 hectolitres of beer were distributed. Today, the Munich Oktoberfest has become the largest folk festival in the world, attracting several million visitors of all nations.
SINCE 1975
WORLDWIDE UMBRELLA BRAND
ESTABLISHED BY PRINZ LUITPOLD VON BAYERN
At the age of 25, Prince Luitpold of Bavaria took over the management of the family brewery at Kaltenberg Castle. Going against the trend, he initially decided to produce a dark beer and König Ludwig Dunkel quickly became a cult beer. Prince Luitpold successfully developed the royal brands by creating various beer styles that appeal to modern beer drinkers but remain true to the family tradition and recipes. Besides being a worldwide ambassador for his beer, he also continues the heritage culturally: the Kaltenberg Ritterturnier, the Jousting Tournament which he founded, is now the largest of its kind in the world.
