Characterized by its smooth taste, bottom-fermented brewing process, and light hopping, Helles boasts a golden-yellow color. It has climbed to the second most popular beer type among Germans, with an alcohol content ranging between 4.5% and 5.5%. According to a Nielsen survey, its market share increased from 7.9% to 8.8% in 2021. However, Pilsner still remains the undisputed leader in the market.
Helles was first brewed in Munich in the late 19th century. The invention is credited to brewmaster Gabriel Sedlmayr, who crafted the first Helles in 1894 for the Munich Spaten Brewery. It was intended as an alternative to the northern German Pilsner and quickly gained popularity. The success of Helles lies in its simple yet refined recipe: less hops and more malt give the beer a sweeter, milder flavor compared to the more bitter Pilsner. This characteristic made it the perfect refreshment, especially in Bavaria and other parts of Germany, particularly during the summer. The Helles is on a winning streak.
Helles: Smooth,Mild and Incredibly Tasty!
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In Bavaria, Helles is as essential to a beer garden as pretzels are to Weisswurst. It’s the favorite drink in breweries and is a staple in Bavarian taverns. According to Nina Göllinger, spokesperson for the German Brewers’ Association, Helles is particularly appreciated by younger people. “Although Pilsner still holds the top spot in consumer popularity with a market share of around 50%, sales of Helles beers have steadily increased in recent years.” A study by the German Brewers’ Association found that in 2023, about 28% of beer drinkers in Germany regularly consumed Helles, especially in Bavaria, where it’s considered a “national drink.” One advantage of Helles is its low bitterness level.
Consumers have long been observed to have an aversion to bitter flavors, which have also been bred out of fruits and vegetables over time. While this aversion might be concerning from a health perspective—since bitter substances have a positive effect on digestion—it’s precisely this smoothness and milder flavor that make Helles such a versatile beer, particularly popular in the summer.
The Helles Lager on the Rise: From Bavaria to the World!
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Although Helles originated in Bavaria, it has become increasingly popular in northern Germany in recent years. Consumption of Helles is rising in cities like Hamburg and Berlin, driven by a broader trend toward lighter, smoother beers. In these regions, Helles competes directly with the traditionally dominant Pilsner but is gaining ground due to its mild taste and versatility for various occasions.
Many breweries outside of Bavaria are now brewing their own versions of Helles. The trend hasn’t gone unnoticed by the big players in North Rhine-Westphalia, Lower Saxony, and Schleswig-Holstein, and even in the new federal states, breweries have begun incorporating this Bavarian specialty into their offerings. Often using regional ingredients, they reinterpret Helles in unique ways, leading to an exciting variety on the market. A notable example is the large brewery Veltins, which launched the brand “Pülleken” in 2020—a mild, smooth Helles with a distinctive character. It’s bottled in a retro short-necked Helles bottle, reminiscent of the 1970s. Four years after its introduction, Pülleken has become a true success, especially among young people.
In Berlin, the craft beer brewery BRLO has also introduced a Helles that is very popular in the capital. Meanwhile, the Ratsherrn Brewery in Hamburg has developed a Hamburger Helles, which is successfully brewed as an unfiltered variant. These developments show that Helles is no longer just a Bavarian phenomenon but has established itself as a beloved beer style throughout Germany. But it’s not just popular domestically. Since 2010, export numbers for Helles have nearly doubled, bringing this Bavarian specialty to southern Europe, England, China, and the United States.
Helles in Minikeg – perfect for Summer!
Of course, Helles is also available in the popular party kegs. This smooth beer is ideal for summer barbecues and is a hit in mini-kegs. Many customers of Envases take advantage of this option, offering their Helles for self-tapping. For example, the Krug Brewery from Breitenlesau uses the appeal of the party keg for its Helles, as do Haller Löwenbräu and the popular “Mooser Liesl” from Arcobräu, among many others.
Helles is more than just a beer—it’s a piece of German culture and tradition. Its popularity continues to grow, both in Germany and internationally. For brewers and beverage retailers, there are numerous opportunities to benefit from this trend by focusing on quality, variety, and targeted marketing.
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