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Oktoberfest 2026 attendance rose 14%, but beer sales grew just 3%

Forbes reports that alcohol-free beer sales rose almost 11% at the Munich festival.

ForbesFO
1 Source, 24m ago, first seen 24m ago

TLDR

Forbes says more than 7 million people attended Munich’s 2026 Oktoberfest, where 6.7 million liters of beer were consumed. Attendance rose 14%, while total beer sales grew 3%. Sales of alcohol-free beer increased almost 11%.

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1 Source, first seen 24m ago

9 likes1 saves1 reposts

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Forbes@ForbesAt the world's largest beer party, more than 7 million people drank 6.7 million liters of beer (or 2 million gallons). But the 2026 Munich Oktoberfest still saw an interesting change in drinking habits: while attendance was up 14% this year, total beer sales increased only 3% — a gap that was largely made up for by sales of alcohol-free beer, which increased almost 11%. Read more: https://www.forbes.com/sites/dontse/2026/10/05/over-17-million-gallons-of-beer-flowed-during-oktoberfest-2026/?utm_source=ForbesMainTwitter&utm_medium=social&utm_campaign=ForbesMainTwitter 📸: Tobias Schwarz/AFP via Getty Images24m
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    1 Source

    Forbes@ForbesAt the world's largest beer party, more than 7 million people drank 6.7 million liters of beer (or 2 million gallons). But the 2026 Munich Oktoberfest still saw an interesting change in drinking habits: while attendance was up 14% this year, total beer sales increased only 3% — a gap that was largely made up for by sales of alcohol-free beer, which increased almost 11%. Read more: https://www.forbes.com/sites/dontse/2026/10/05/over-17-million-gallons-of-beer-flowed-during-oktoberfest-2026/?utm_source=ForbesMainTwitter&utm_medium=social&utm_campaign=ForbesMainTwitter 📸: Tobias Schwarz/AFP via Getty Images24m
    Today's Rank

    #7

    Today's Rank

    #7