Bitburger Unveils Soccer Cans Ahead of Global Matches

NEW PACKAGING HONORS BITBURGER’S OFFICIAL BEER PARTNERSHIP WITH THE GERMAN MEN’S NATIONAL SOCCER TEAM

BITBURG, GERMANY (April 22, 2026) – Bitburger, one of the largest private and family-owned breweries in Germany, founded more than 200 years ago, is launching new limited-edition soccer-inspired can and four-pack packaging for its Premium Pilsner to celebrate the brand’s official beer partnership with the German men’s national soccer team.

Bitburger’s “Soccer Edition 2026” can encapsulates the energy of soccer fans through vibrant, stadium-inspired artwork. Framed by illustrated stadium lights and topped with a flying soccer ball graphic, the design captures the excitement of matchday as stylized fans raise scarves in celebration – a universal symbol of soccer fandom. A bold, colorful crowd scene flows diagonally across the can, representing the diverse global supporters who unite around the sport, while the phrase “Prost to the World” ties in Bitburger’s German heritage to the international spirit of the game.

“Soccer has a unique way of bringing people together across borders, cultures and languages,” said Scott Baver, Bitburger USA. “With our ‘Soccer Edition 2026’ can, we wanted to capture the energy and passion of fans around the world while celebrating the shared joy and camaraderie that define the global game. As excitement builds for the historic 2026 soccer matches in North America, this design is our way of raising a toast — or as we say in Germany, ‘Prost’ — to soccer fans everywhere.”

As the German brand continues a robust expansion throughout the United States with exclusive importer Total Beverage Solutions, soccer fans will soon start seeing Bitburger’s soccer-inspired can design and four-pack packaging in all U.S. states (minus California) by early May until June 30th. The limited-edition cans will be available for both on and off retailers to purchase from their Bitburger wholesaler.

Brewed in the town of Bitburg, Germany, Bitburger Premium Pilsner offers unmatched taste from the same brewery where all Bitburger liquid hails. In strict accordance with the German Purity Beer Law — or Reinheitsgebot — Bitburger Premium Pilsner (4.8% ABV) is a light straw-colored pilsner with a lasting foam head. The beer has earthy notes with a nutty and honeyed aftertaste, finishing dry with a pleasant bitterness. The special blend of Hallertau and Bitburger Siegel hops forms the basis for our unique hop recipe: our Bitburger Premium Pils.

Availability in the United States is updated daily on discoverbitburger.com.

ABOUT BITBURGER BREWERY

Bitburger is one of Germany’s leading privately owned breweries, with more than 200 years of brewing excellence. Its success is built on an uncompromising commitment to quality, a spirit of technical innovation and the dedication of its people. Reflecting its “Brewed for the Real” ethos, Bitburger stands for authenticity—real people, real ingredients and real taste—with every beer brewed in Bitburg, Germany using carefully selected raw materials and time-honored methods refined over generations. As a seventh-generation, family-owned company, Bitburger continues to balance tradition with progress, delivering a crisp, authentic beer that stands the test of time. “Bitte ein Bit!”

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