"Tradition Doesn't Mean
Standing Still“
Dr. Jörg Lehmann on His First Few Months as Brewery Director of Hofbräu München
Since January, Dr. Jörg Lehmann has been leading Hofbräu München. After his first six months in the role, the new Brewery Director is speaking publicly for the first time about his start at Hofbräu, the moments that have shaped his journey so far, his international vision for the brewery, and why having the courage to embrace change is more important than ever for a brand with such a rich tradition.
Dr. Lehmann, you’ve been Brewery Director of Hofbräu München since January. How have you experienced your first few months?
From day one, it felt like the right fit. I received a very warm welcome and had the opportunity to get to know an outstanding team that is truly passionate about Bavaria’s brewing tradition. Especially during those first few months, my main focus was on gaining a deep understanding of our internal processes and getting to know the people behind the brand personally - both within the brewery and among our partners around the world.
One thing that particularly impressed me was Hofbräu’s international appeal. During my trips to China, Japan, and the United States, it quickly became clear how emotionally connected people around the world are to the brand. One definite highlight was the official announcement of “Hofbräu Texas” in Addison alongside Bavarian Minister-President Dr. Markus Söder and Head of the Bavarian State Chancellery Dr. Florian Herrmann. It was a strong statement about our international growth strategy.
In short, my first six months have been incredibly exciting, intense, and filled with memorable encounters.
Was there a particularly memorable or emotional moment during your first few months?
Definitely tapping the first keg of Maibock at the Hofbräuhaus. That was a truly special experience - and, of course, a great responsibility. When half the Bavarian state government is there, along with our Finance Minister Albert Füracker, key partners, customers, and members of the media, and the event is also covered by Bavarian Television, you really feel the significance of the occasion. For me, it was a very emotional moment.
Many people would probably describe your job as a dream job. So how does someone become the Brewery Director of Hofbräu München?
(Laughs.) To borrow the words of our Finance Minister, Albert Füracker, at the Maibock keg tapping: “Being the Director of the Hofbräuhaus is heaven on earth.” And of course, I’m not about to disagree with my boss.
In reality, though, I’ve been part of the brewing industry for more than 30 years. I built my foundation by studying brewing science and earning my doctorate in Weihenstephan. After that, I held a variety of leadership positions at German breweries, both in technical roles and on the executive management side. Another particularly defining chapter was the six years I served as President of the German Brewers Association.
When the Bavarian Ministry of Finance began looking to fill the position at Hofbräu, they approached me directly. That’s why this appointment is much more than just a new role for me - it’s a tremendous honor.
Hofbräu is both a globally recognized brand and a state-owned brewery. What makes that combination so unique?
Hofbräu is much more than "just" a brewery. That’s exactly what makes this role so exciting. On the one hand, we’re deeply rooted in Bavaria and the city of Munich. On the other, we enjoy an exceptional level of brand recognition around the world - despite being a mid-sized brewery. Our close partnership with the Bavarian Ministry of Finance is another important part of who we are.
This combination of tradition, public ownership, and global appeal is truly one of a kind.
Tradition plays a major role at Hofbräu. Where do you draw the line between preserving tradition and embracing change?
To me, tradition should never mean standing still. There’s a saying you often hear in long-established companies: “That’s the way we’ve always done it.” It may sound comforting at first, but over time, that mindset can become dangerous. To me, true tradition isn’t about preserving the ashes - it’s about keeping the fire burning.
Of course, I have great respect for our heritage and history. They are the foundation of Hofbräu. At the same time, we have to remain open to new developments. The expectations of our guests and consumers are constantly evolving, and we need to respond in the right way. That’s why we continue to move forward - whether it’s with our products, our technologies, or our internal processes.
When structures start holding us back or processes become unnecessarily complicated, it’s time to rethink the way we do things. Change takes courage, but that courage is what fuels innovation. Or to put it another way: We want to replace “That’s the way we’ve always done it” more often with a curious question: “How much better could it be?”
What are your main priorities right now?
A lot is happening at the brewery right now. My goal is to continue moving Hofbräu forward without losing sight of our roots. One major focus is expanding our portfolio of non-alcoholic beers brewed in-house. More and more people want to enjoy beer more consciously without giving up authentic beer flavor. We want to offer the right answers to meet those expectations.
Another priority is continuing to strengthen our premium strategy - both in our home market and internationally. Here in Bavaria and across Germany, we want to further increase our presence and strengthen the visibility of the Hofbräu brand, especially in the hospitality sector. At the same time, I see tremendous opportunities for Hofbräu and Bavaria’s brewing culture in international and export markets.
And of course, we’re continuing to work on many initiatives behind the scenes. We’re modernizing our processes and organizational structures to become even more efficient and agile. In the end, though, it all comes down to one thing: giving our team the support they need to focus on what has defined Hofbräu for generations - brewing exceptional beer.
The beer market is undergoing change. How do you experience the current situation?
The current environment is definitely challenging. Global political developments, volatile markets, and changing consumer behavior naturally don’t stop at our brewing kettles. At the same time, I also see opportunities in this. Especially in uncertain times, people look for authenticity, quality, and reliability - and that is exactly what Hofbräu stands for.
One of the great advantages of our brewery is its agility. Thanks to short decision-making paths and flat hierarchies, we are able to respond quickly and act flexibly. That makes a huge difference when markets or external conditions shift.
I believe we are very well positioned to stay agile and curious, to identify opportunities early, and to continue developing Hofbräu with a great deal of passion. And despite all the dynamism, we will certainly not lose our enjoyment of what we do.
What, for you personally, is the magic of the Hofbräuhaus at the Platzl?
Anyone who walks into the Hofbräuhaus immediately feels that very special energy. Munich regulars meet visitors from all over the world - and it’s exactly this mix that creates such a unique atmosphere. Tradition here isn’t staged or put on display; it’s lived every single day in a very natural way: with excellent beer, Bavarian cuisine, live music, and genuine sociability.
And despite its global fame, the Hofbräuhaus has preserved something very important: its warmth and hospitality. That’s exactly what people feel. And that’s precisely why so many of them keep coming back.
Hofbräu München is closely associated worldwide with Oktoberfest. How important is this “flagship event” for the brewery - and are you looking forward to your first Oktoberfest as brewery Director?
Oktoberfest is the “festival of Munich beer” and, as the world’s largest beer festival, it is truly unique internationally. Every year, more than six million people from all over the world visit Oktoberfest. For Hofbräu München, it is the highlight of the year and a key part of our global brand identity.
As one of the six traditional Munich breweries, we have been closely connected to the history and success of Oktoberfest for generations. For our international partners in particular, the Oktoberfest carries enormous significance. Many of them visit us in Munich every year, so for us Oktoberfest almost takes on the character of an international “in-house trade fair.” It’s where new contacts are made, existing partnerships are maintained, and the Hofbräu brand becomes directly tangible for guests from all over the world.
And personally? Yes - I’m already really looking forward to my first Wiesn in the Hofbräu Festzelt.
With all your public appearances and responsibilities: how do you personally find balance?
It’s no secret that the job comes with a lot of visibility and a fair amount of pressure. Anyone in a position like this naturally works in the spotlight. But to stay focused amid all the fast decisions and the day-to-day buzz around the brewery, you need the right balance. My recipe for clearing my head? Very simple: getting out into nature. There’s nothing better than long walks with my wife Ute and our dog Vincent.
Beyond that, anything involving movement helps me recharge. Whether I’m pushing myself during sports or gaining new impressions while traveling—those moments are my fuel. When my heart rate goes up while running or when I find myself in a completely new place with a fresh perspective, the best ideas often come naturally. Afterwards, my head is clear again and I’m ready for the next challenges at the brewery.
and finally: what would you like employees to one day say about you?
I hope that one day the employees will say: “With him, it was definitely never boring.” (laughs)
What matters to me is that I’m remembered not just as someone who managed a great tradition, but as someone who achieved things together with the team. I want to encourage people to take new paths and to grow beyond themselves together. Of course, I want to challenge people—but it’s just as important to me to support and develop them. In the end, it’s about becoming stronger as a team and being proud of what we’ve achieved together.
And I would like to one day hand over a brewery that is modern, successful, and well positioned for the future—while still having preserved its soul. Hofbräu should be even more present, more modern, and stronger than it is today.
What’s also very important to me is that, despite all success, we never lose the joy in our craft. If people one day say, “That was an intense but really good time,” then I will have done my job well.
