Spaten Logo

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Spaten is one of Germany’s most successful beer brands. It has been a leading exporter of German beer for more than a century and was acquired by Interbrew, the German subsidiary of inBev, a Brazilian-Belgium brewery giant (the world’s leading beer producer), in 2004.

Meaning and history

Spaten is a famous Bavarian beer brand with a very long and rich history that dates back to the 14th century. In 1397, the young brewer Hans Welser started his brewery Welser Brew in the heart of Munich, in the building at Neuhausergasse 4. Over the next 125 years, the brewery would change many owners.

It was not until 1622 that the brewery was given a new name, Spaten. After the Spatt dynasty became its new owners. It is from this time that the symbol of the brewery becomes a shovel for malt because Spaten means Shovel in German.  Later it was depicted by the famous artist Otto Huppa.

Next, the brewery falls into the hands of Gabriel Sedlmayer, the chief brewer of the Bavarian royal court. It was Sedlmayr who developed the modern methods of producing bottom-fermented beer. Under his leadership, Spaten became Munich’s largest brewery.

Spaten has always been a pioneering brewery that all European breweries have looked up to. It was here that the first steam engine was tested and where the world’s first refrigeration system was developed and launched.

Spaten is the producer of the Spaten Oktoberfest brand, the symbol of the main annual Oktoberfest festival. Spaten Oktoberfest is the world’s first beer brewed for Oktoberfest. The first brew was made in 1872.

Today the brewery is part of the large international brewing group Anheuser-Busch InBev. And since 2011 it has been the official beer at the annual Pittsburgh Vintage Grand Prix retro car festival. In addition, the brewery is a sponsor of several large charitable projects.

Today

Spaten logo

The brand’s name, Spaten, means “Spade” in German. And the Spaten Logo contains both a wordmark and its illustrated translation.

The iconic logo was created in 1884 by Otto Hupp. The artist worked for many breweries in Munich, but only Spaten logo with the spade which symbolizes a malt shovel and the initials GS in honor of the elder Gabriel Sedlmayr, is still in use today.

The Spaten logo used a very stylish and elegant color palette – dark green with classic red with white details and gold for “Munich”.

The brand has a strong connection with its roots and tradition, which is very well shown in its logo. Spaten also uses their slogan from 1924 “Lass Dir raten, trinkets Spaten” (You are well-advised to drink Spaten).

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