THE HISTORY OF CLAUS­THALER

from 1970 to the present

The 1970s

Throughout the 1970s, Clausthaler reshapes the beer industry with advancements in non-alcoholic brewing. In 1973, it introduces Controlled Fermentation. By 1979, Clausthaler strategically markets ist brew as "Prinzenbier", leveraging the appeal of a new light beer to gain acceptance from bar owners and retailers before disclosing its non-alcoholic nature. This approach strengthens Clausthaler's market position and establishes the brand as a pioneer in non-alcoholic brewing.

Two brown beer bottles with vintage labels stand next to a wooden toy horse.

The 1980s

In the '80s, Clausthaler navigates new challenges, becomes the market leader in Germany, and expands globally. Achieving milestones like brewing 30,000HL in 1980 and dominating the German market with a 55% share in 1981, Clausthaler solidifies its reputation. By 1986 iconic marketing campaigns inspired by "James Bond" and the slogan "Everything a beer needs" elevate Clausthaler to cult status. In 1989, Clausthaler's global reach expands to over 50 countries, making it a staple in beer culture worldwide.

A glass of beer is displayed against a blurred green background, emphasizing its frothy top.

The 1990s

In 1991, non-alcoholic beer emerges as the biggest segment, with Clausthaler leading the charge by brewing an impressive 1.5 million HL, marking a milestone in the brew game. By 1995, Clausthaler diversifies its offerings with Extra Herb winning 'Beer Of The Year'.

A green plastic crate contains multiple bottles of non-alcoholic beer from the 1990s.

2001

Clausthaler Radler Lemon debuts, fusing the award-winning Claushaler Original with fresh lemonade – causing a splash in the N/A beer scene.

Two bottles of lemon-flavored drink are shown against a backdrop of icy mountains and radiant sunrays.

2015

In 2015, breaking norms – Clausthaler Amber/Dry Hopped launches in the U. S. The world's first Dry Hopped N/A turns heads, proving craft can be alcohol-free with flair.

Three bottles of non-alcoholic beverage are chilled in a bed of ice cubes.

2018

Embracing the future, Clausthaler unveils its international look in 2018. It's not just a brew; it's a call to Taste Full Life worldwide. In the same year, Clausthaler Naturtrüb hits shelves in Germany: A naturally hazy, amber-colored brewing innovation with an exceptionally rich flavor.

Three bottles and a glass of non-alcoholic beer are displayed against a green background. Each bottle has a distinct label and cap color.

2019

In 2019, the German Clausthaler range unveils a fresh new design, giving the iconic Clausthaler DNA a contemporary twist.

Four bottles of non-alcoholic beer are displayed against a teal background with a light hop graphic. Each bottle has a different colored cap and label.

2020 - 2022

Breaking new ground in 2020, Clausthaler introduces the first N/A beer mix with Grapefruit as well as a winter-season brew. More flavors, more choices. Simultaneously, Clausthaler responds to the increasing demand for natural and reduced-sugar products: In Germany Clausthaler Radler becomes Clausthaler Naturradler with 30 % less sugar – a step towards the future and an active lifestyle.

Three bottles of non-alcoholic Clausthaler drinks are displayed, each with distinct flavors indicated by accompanying fruits and spices.

2023

In 2023, Clausthaler introduces cutting-edge innovations in the US: a non-alcoholic IPA and the inaugural isotonic 0.0 beer. Raising the bar in alcohol-free options.

A can and a bottle of non-alcoholic beer are displayed against a split blue and brown background.

2024

Clausthaler unveils its fresh new look! As a pioneer of non-alcoholic beers with a completely alcohol-free range, Clausthaler highlights the brand’s naturalness and refreshing lightness through its modernized packaging design, along with a commitment to an active and mindful lifestyle. Rest assured, the taste of our non-alcoholic brew remains as distinctive and unchanged as ever.

Four bottles of non-alcoholic beer with colorful labels and hop designs stand before stylized leaves.
Four bottles of non-alcoholic beverages are displayed with fruit illustrations behind each. Each bottle is labeled differently signifying varied flavors.

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