{
  "id": 11936548,
  "title": "Interview: Paulaner-Chef: „Oktoberfest macht weniger als 0,5 Prozent des Umsatzes aus, aber 50 Prozent unserer Marke“",
  "url": "https://urgent.news/2026/10/04/interview-paulaner-chef-oktoberfest-macht-weniger-als-0-5-prozent-des",
  "topic": "business",
  "section": "Business",
  "published": "2026-10-04T13:57:09.000Z",
  "source": {
    "name": "Handelsblatt",
    "slug": "handelsblatt",
    "url": "https://www.handelsblatt.com/unternehmen/mittelstand/familienunternehmer/familienunternehmen-ich-bin-traditionell-ich-trinke-wasser-und-bier/100254359.html"
  },
  "original_language": "de",
  "account": "Florian Schörghuber, a 31-year-old owner of the Paulaner Brewery, was interviewed about the Oktoberfest. He stated that the Oktoberfest generates less than 0.5% of the company's revenue, but it accounts for 50% of their brand. This year's event was a huge success, with 6.7 million masses sold due to favorable weather conditions. However, the primary growth for Paulaner currently comes from their cola-mixed drink, Spezi. The brewery is also undergoing significant changes, such as the rehabilitation of the Munich Arabellahaus, which could become a billion-dollar project due to rising interest rates and construction costs.",
  "summary": "Eigentümer Florian Schörghuber spricht über die Strahlkraft des Oktoberfests, seine Milliardenwette auf ein Münchener Hochhaus – und erklärt, warum ihm El Niño Sorgen macht.",
  "key_points": [
    "Oktoberfest generates less than 0.5% of Paulaner's revenue.",
    "The event accounts for 50% of the company's brand value.",
    "This year's Oktoberfest sold 6.7 million masses due to good weather."
  ],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}