BITBURG, GERMANY (March 4, 2026) – Bitburger, one of the largest private and family-owned breweries in Germany, founded more than 200 years ago, is donning a fresh, modern look for 2026 with a cleaner and crisper aesthetic that best represents the brand while maintaining signature Bitburger stylistic elements.
As the brand continues a robust expansion throughout the United States — with Bitburger’s 12-pack, launched in 2025, leading the charge — the timing was right for a bold refresh according to Bitburger leadership. Bitburger continues to experience year-over-year growth. In 2025, Bitburger distribution increased by +10.20%, volume was up +7.26% and dollar sales up +11%.*
“This year, we are looking to build on our positive trend momentum with the introduction of our new packaging,” said Scott Baver, Bitburger USA. “This bold, modern look was designed to elevate the brand experience, while providing faster recognition at point of purchase. This packaging refresh has already rolled out across our international markets and is now starting to appear in the US.”
Consumers will soon start seeing Bitburger’s refreshed design on shelves with four-packs starting to hit retail outlets now, followed by 12-packs of the Premium Pilsner this spring and Bitburger 0.0 Premium Pils Alcohol-Free in the fall.
Brewed in same town of Bitburg, Germany since 1817, both Bitburger Premium Pilsner (4.8% abv) and Bitburger 0.0 Premium Pils Alcohol Free offer unmatched taste from the same brewery where all Bitburger liquid hails. First introduced to the United States in 2019, Bitburger 0.0 Premium Pils Alcohol Free offers a full-flavored German beer experience that is completely alcohol-free while adhering to German beer purity laws.
“We’re thrilled to see more and more people across the country enjoying Bitburger Premium Pilsner,” Baver said. “We see a movement in the industry to cleaner beers such as Bitburger Premium Pilsner.”
Brewed in strict accordance with the German Purity Beer Law — or Reinheitsgebot — Bitburger Premium Pilsner (4.8% ABV) is a light straw-colored pilsner with a lasting foam head. The beer has earthy notes with a nutty and honeyed aftertaste, finishing dry with a pleasant bitterness, showcasing the beer’s proprietary hop blend, Siegelhopfen, grown 30 miles from the brewery. The 2025 rollout of Bitburger Premium Pilsner in 12-pack cans replaced the 12-pack bottle packaging in the United States as part of a greater sustainability strategy for the brewery. Bitburger launched the 12-pack cans in 2025 in markets across the United States to compliment six packs and cases. Bitburger is widely available on menus in top restaurants and bars in many cities and will have a greater presence going in to 2026 for both Bitburger Premium Pilsner as well Bitburger 0.0 Premium Pils Alcohol Free. Availability in the United States is updated daily on discoverbitburger.com
*Circana L52W thru 1.18.26. Total US Mulo + Conv
ABOUT BITBURGER BREWERY
Bitburger is one of the most important privately owned breweries in Germany. The company's success over the past 207 years has been the result of its uncompromising commitment to highest quality, courage for technical innovations and dedicated employees. Furthermore, as a family-owned company in the seventh generation, Bitburger has always been very active in its home region. It goes without saying that a careful use of natural resources as well as the protection of the environment and climate have always been taken for granted. "Bitte ein Bit!”
For More Information:
Learn More
Stay Informed. Stay Competitive.
Become an Insider to unlock exclusive reporting, data, education, and industry exposure for beer & brewery leaders.
Industry Analysis
Context behind the headlines
Data & Reports
Category performance & trends
On-Demand Education
Expert-led video courses