In May 2020, as COVID-19 impacted Singapore’s vibrant F&B scene, Paulaner Bräuhaus Singapore found itself facing new challenges.
With just 1,700 followers on Instagram and a skeleton team, newly appointed GM Tanya knew they had to adapt — and fast.
That’s when she partnered with our agency, fresh out of launch, blending filmmaking expertise and digital marketing to keep Paulaner’s spirit alive online.
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Chapter 2: Reimagining Paulaner’s Digital Identity
Starting from scratch, we gave Paulaner a digital heartbeat:
- Daily high-quality posts and Stories showcasing hearty German food, signature beers, and behind-the-scenes moments.
- Virtual Oktoberfest campaign film in 2020 and 2021 — keeping traditions alive even when celebrations couldn’t be physical.
- Within months, the community more than doubled, and by late 2020, Paulaner crossed the 3,000-follower mark.
- Fast-forward to 2025: Nearly 10,000 engaging followers and counting.
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Chapter 3: Recognition on the Global Stage
The story didn’t just inspire local audiences — it caught the attention of Paulaner’s headquarters in Germany.
Our documentary on Oktoberfest Singapore under COVID restrictions became a global case study, showcasing how storytelling and digital innovation could keep a 400-year-old brand thriving through crisis.
We were soon commissioned to create a global brand handbook for Paulaner franchisees worldwide.
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Chapter 4: Tapping into Bavarian Pride with FC Bayern Munich
Building on heritage, we brought Bavaria to Singapore through two exclusive events in 2023:
- The first event, part of the Audi Asia Tour 2023, saw FC Bayern Munich legends Joshua Kimmich and Sven Ulreich visit Paulaner Bräuhaus Singapore. They met with an exclusive crowd of Singaporean sports celebrities, politicians, and business leaders, making it a memorable occasion for all.
- The second event, an FC Bayern Fan Gathering, brought legends Giovane Elber and Claudio Pizarro to the Bräuhaus for a talk and photos with fans.
These events were made possible through close collaboration with the Paulaner marketing team in Munich, including Herbert Rauch and his team, further solidifying Paulaner Bräuhaus Singapore as a place where fans can truly connect with their champions.
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Chapter 5: Expanding Our Impact Across Asia
Success in Singapore opened doors:
- In 2023, we produced a kitchen training documentary for Paulaner outlets in China.
- Partnered with RATIONAL AG to deliver chef training film across Asia.
- Standardized Paulaner’s brand storytelling across its global network.
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Chapter 6: Growing Stronger Through Change
Despite a tough economic climate, Paulaner didn’t just survive — it grew:
- 25% revenue growth between 2021 and 2022 maintaining the level since then.
- Consistently hitting annual turnover targets.
- Preparing for a major renovation in mid-2025, positioning Paulaner for the future.
