Follow the Money: Why does an Oktoberfest beer cost €16?

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A litre of beer at Munich’s Oktoberfest costs nearly €16; almost four times what a litre cost in 1991 after adjusting for inflation. We follow the money behind the famous Maß, from the Munich brewery that supplies it, through the tent and the servers who sell it, to the City of Munich that runs the festival. Who gets the biggest share, who carries the financial risk, and how much does Oktoberfest really make for the city? Presenter: Sam Fenwick Producer: David Cann (Picture: Visitors pose for a photograph in traditional Bavarian clothing during the world’s largest beer festival Oktoberfest in Munich, Germany, September 26, 2026. Credit: Reuters)