Augustiner Helles Draught Launches in the UK

We’re proud to announce that Augustiner Helles, Munich’s most revered lager, will be available on draught in the UK for the first time, exclusively through James Clay and Sons, beginning November 2025.

As the official custodians of Augustiner in the UK, we’ve worked closely with the brewery to ensure that this launch reflects the same uncompromising standards that have made Augustiner a global benchmark for quality and tradition.

A pour worthy of Munich

Augustiner’s commitment to excellence doesn’t stop at the brewery gates. Their philosophy extends to every aspect of the beer’s journey — from cellar to glass. Together, we’re introducing Munich-style cellar and pouring standards to UK bars, ensuring that every pint of Augustiner Helles is served exactly as it is in Munich.

To achieve the perfect Munich-style pour, we’re investing to maintain the following standards:

• Cellar temperature: 4ºC – Preserves quality post-keg breach

• Direct draw from kegs – Eliminates fob chambers, reducing infection risk

• 100% CO₂ top pressure – Maintains carbonation within brewery specs

• 10mm wide bore lines – Enables correct pour speed for a rich, creamy head

Support, Training & Authenticity

All participating venues will receive:

• Mechanical line cleaning systems – A UK first, provided and supported by James Clay and Sons

• Official Augustiner glassware – UK Government stamped, featuring a foam line

• Point of sale materials – To help tell the story of Augustiner’s heritage

• Access to the extended Augustiner range – For a full Bavarian experience

We’re inviting venues to register their interest for this landmark launch. If you’re passionate about beer and committed to quality and want to partner with us to meet the Munich Pour criteria, then we’d love to hear from you.

Contact your Account Manager or email augustiner@jamesclay.co.uk to register your interest with your Account Name, Address, and Postcode.

Please note: Selection will be based on criteria including partner product range and ability to meet rate-of-sale expectations.