Soccer and beer are inseparable. Few combinations so perfectly symbolize social evenings with friends, emotions, and pure passion. Whether at the stadium, in front of the TV, or at a public viewing, a cold beer in hand makes the soccer experience complete for many fans.
Soccer and Beer is pure Emotion
Beer has a way of bringing people together and lightening the mood. It’s raised in celebration after goals, shared to console losses, and provides much-needed relaxation during nail-biting matches. Enjoying a beer while watching soccer is a deeply rooted tradition in many countries, turning the sport into a communal experience. Ultimately, it’s the passion for the game and the joy of the moment that make soccer and beer an unbreakable duo. Both bring people together—whether on the stands or at a cozy gathering with friends.
German Bundesliga Clubs Celebrate Soccer and Beer
In Germany, beer is a staple at the stadium and a favorite companion for casual soccer evenings at home. It’s no surprise, then, that Bundesliga clubs celebrate victories with special brews or themed beer kegs for their fans. Interestingly, beer also works as a marketing tool even during less successful seasons. Soccer and beer belong together—in good times and bad.
Gaffel: 333 Mini Kegs for the Fans
At RheinEnergieSTADION, Gaffel Kölsch has established a beloved tradition: every year, they offer free beer for each goal scored by FC Köln. During the challenging 2023/24 relegation season, FC Köln scored 15 goals at home games. For every goal, fans were treated to 111 liters of Kölsch. This year, the free beer came in the form of 333 Gaffel mini kegs. The distribution of the 5-liter kegs took place on July 15, the day after the European Championship final, at the Gaffel stand near RheinEnergieSTADION. Each winner also received a 10% discount voucher for the FC fan shop nearby. “This is our way of thanking the fans for their undoubtedly fantastic support of the Billy Goats,” explained Gaffel Product Manager Sebastian Lenninghausen. Even in the upcoming season, with the team playing in the second division, the popular “Goal Account” campaign will continue. The fans’ joy won’t be diminished, because soccer and beer belong together, no matter which league their home team competes in.
FC St. Pauli: ASTRA brews 1st League Edition
Unlike Köln, Hamburg’s FC St. Pauli celebrated their promotion to the Bundesliga last season. Naturally, such a momentous occasion called for beer-fueled celebrations. ASTRA perfectly captured the spirit of soccer and beer with their limited 1st League Edition of ASTRA Urtyp, featuring a special FC St. Pauli brown-and-white design. What started as a spontaneous promotion during the promotion euphoria saw ASTRA staff hand-labeling 3,000 ASTRA bottles with “1. Liga” stickers—a nod to the neighborhood’s hand-crafted ethos. After the final whistle, these limited-edition bottles were distributed to bars around the stadium and Spielbudenplatz in Hamburg, fueling the fans’ elation. The handcrafted rarities were quickly snapped up, but demand for the limited “1. Liga” bottles skyrocketed nationwide. Even St. Pauli’s players wanted the coveted collector’s item. ASTRA responded: “If the fans want the 1st League Edition, they’ll get it!”
