Bitburger Brewery

Bitburger Brauerei Th. Simon GmbH is located in Bitburg, Germany, in the picturesque ‘Gutland’ and is one of the largest and most respected breweries in Germany. The iconic slogan “Bitte ein Bit” is now well-known.

The history of the brewery begins in 1817, when Johann Peter Wallenborn founded a small country brewery in Bitburg. In 1883, pilsner was brewed for the first time – a bottom-fermentation brewing style that originated in Pilsen, Czech Republic. Three years later, the first export followed: beer was transported by horse and cart to Echternach in Luxembourg.

In 1893, Bitburger made its first appearance at a world exhibition in Chicago. It was the first step towards international recognition. Development continued apace: in 1909, a 100-metre deep-water well was put into operation, and on 8 February of that year, the ‘Simonbräu German Pilsner’ was launched, supported by the first large-scale advertising campaign – including advertisements and beer mats.

Thanks to the connection to the railway network in 1910, Bitburger was also able to transport its beer fresh over longer distances in specially insulated wagons. In 1913, the brewery won a legal battle with the breweries in Pilsen and officially gained the right to call its beer ‘Pilsner’.

From 1929, Bitburger used a new recognition symbol: the ‘expert hand’ of graphic artist G.H. Heimig, which remains an iconic part of the brand to this day. But the success story was interrupted: in 1944, bombings during the Second World War completely destroyed the brewery.

After the war, Bitburger rose from the rubble. In 1949, the brewery resumed production and exported again – to Luxembourg, Brussels and even Haiti, among others. The well-known advertising slogan “Bitte ein Bit” was launched in 1951 and has been part of German beer culture ever since. The first TV and cinema commercials followed in 1955.

In 1964, the characteristic Bitburger Goblet was introduced – a specially designed glass that emphasised the unique character of their pilsner. The brand grew steadily internationally: exports to Italy and the Netherlands began in 1976, with the United States following in 1978.

In 1987, Bitburger exceeded the 2.38 million hectolitre annual beer production mark, establishing itself as one of Germany’s leading beer brands. In 1990, the brewery exported to more than 30 countries and opened a small-scale experimental brewery focused on innovation and quality improvement.

Bitburger continued to pioneer: in 2005, it introduced the Bitburger Radler – a refreshing mix of pilsner and lemonade without artificial additives – and in 2007, it launched the Bitburger 0.0% Alcohol-Free, one of the first alcohol-free beers with a full pilsner experience.

In 2017, the brewery celebrated its 200th anniversary. As a privately owned, family-owned business, Bitburger remains true to its core values: craftsmanship, a love of beer and an unwavering commitment to quality. To this day, it is the most frequently tapped beer in German pubs – a testament to its enduring success and reputation.