Like a refreshing beacon of German brewing excellence, the Paulaner Liter Glass lead beer fans around the country in pursuit of Oktoberfest fun.

During the Oktoberfest season, Paulaner the #1 selling bier at Munich's Oktoberfest, challenged fans to Follow the Liter on Instagram. There, they were engaged in an exciting new way that tested their knowledge and enticed them with imagery of cold, Paulaner Liter Steins. Supported with in-store merchandising, and ad media across several different touch points, Paulaner became the fastest -growing German import in the U.S. and increased its social media following by 50%!