Paulaner Leverages Audi F1 Partnership to Target Top Premium Spot in China

390-year-old German brewery, Paulaner, has reported record-breaking growth in China, fueled by its new long-term partnership with the Audi Revolut F1 Team.

As the 2026 Formula 1 season officially commenced, the brand recorded a 23.8 per cent surge in the Chinese market for 2025, cementing its position as Paulaner’s fastest-growing export region.

The partnership arrives at a historic moment for the Audi Revolut F1 Team, which secured its first-ever championship points during the season opener in Melbourne.

Brazilian rookie Gabriel Bortoleto finished ninth to claim the milestone, while veteran German driver Nico Hülkenberg provided the seasoned stability the team requires for its debut campaign.

Commenting on the financial growth of the company, CEO of Paulaner Brewery Group, Jörg Biebernick, said: “China is our fastest-growing market and one of the most exciting beer markets in the world.”

“Partnering with the Audi F1 Team brings that story to life on the biggest possible stage,” Biebernick said.

The brewery’s leadership sees a direct parallel between their commercial goals and Audi’s sporting objectives.

Just as Audi has publicly stated its intent to become a Formula 1 world champion, Paulaner aims to dominate the premium beer conversation in China within the next two to three years.

“This is what we have in common with Audi.”

“If we continue to build on platforms like F1, I believe we can reach the top in China too,” Biebernick added. 

Paulaner’s Expansion in the Chinese Market

With China’s consumer market re-emerging from years of pandemic-related disruption, Paulaner is aggressively pursuing the number one spot among international premium beer brands, a leap from its current third-place ranking.

Key Performance Indicators (2025):

• China Export Growth: 23.8%
• Global Brand Family Growth: 9%
• Total Group Beverage Sales: 7.9 million hectolitres (up 13.8%)
• International Sales Mix: More than one-third of all Paulaner beer is now sold outside Germany.

0.0% Alcohol and High-Performance Synergy

Central to the sponsorship is Paulaner 0.0%, the brand’s non-alcoholic wheat beer. The product allows the brewery to activate within the F1 paddock and fan zones while aligning with the sport’s core values of safety, responsibility, and high performance.

The brewery’s branding is featured prominently on Audi F1 team helmets and within paddock hospitality, where it serves as the exclusive drinks supplier.

The presence of Florian Schörghuber, CEO of the Schörghuber Group (majority shareholder), at the Chinese Grand Prix in Shanghai underscores the weight of this multi-market alliance.

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