The Chinese Grand Prix’s return to Shanghai this March wasn’t just Formula 1’s latest stop on the calendar—It was a real showcase for how the sport has evolved into a sharper, more commercially savvy platform in China, the world’s #1 beer market.

For Paulaner, Germany’s now global beer brand, the timing couldn’t be better. And as the Official Supplier to the Audi Revolut F1 Team, the Munich-based brewery is riding  F1’s return to China with serious sales momentum.

In 2025, Paulaner posted a hefty 23.8% growth in the Chinese market—making it the company’s fastest-growing export destination worldwide. That helped drive overall group beverage sales up 13.8%. Right now, Paulaner sits as the third-biggest international premium beer player in China, but the team has its eyes firmly set on claiming the number-one spot within the next two to three years.

That kind of growth doesn’t happen by accident. Its one of the reason’s that Paulaner aligned itself with Audi F1 Team as an official supplier.

The partnership puts the brand directly in the orbit of a sport designed to scale across borders, with visibility that stretches across more than 20 countries on the F1 calendar.

From helmet branding to paddock hospitality (The “backstage” working area behind the pits where teams, drivers, and media operate), Paulaner embedded itself in the Shanghai-based race rather than just sponsoring it.

For CEO Jörg Biebernick, the parallel ambitions are straightforward: Audi wants to win championships; Paulaner wants to top the premium beer rankings in China within the next few years. Right now, it sits in third place among international beer brands—a position that suddenly looks more like a launch than a ceiling.

There’s also a cultural angle at play.

As Florian Schörghuber points out, the brand’s appeal in China isn’t just about beer—it’s about what comes with it: Bavarian heritage, perceived quality, and a certain lifestyle shorthand that resonates with a new generation of consumers.

That resonance matters, especially in a market still finding its footing after years of pandemic disruption. China’s consumer economy is only now fully reawakening, which makes Paulaner’s recent growth feel less like a spike and more like the result of long-term groundwork finally paying off.

Both Biebernick and Schörghuber made the trip to Shanghai for the Grand Prix—the race’s second go-round after a five-year hiatus—to connect with top Chinese business and financial media.

It’s a strong signal of just how pivotal this market has become in Paulaner’s worldwide game plan. With F1 delivering high-energy exposure and a new generation of fans embracing the brand, Paulaner hopes to keep its foot on the gas in one of the world’s most dynamic beer markets..

###