Hi Lauren,
Given your coverage of hospitality and beverage trends at Food & Beverage
Magazine, I wanted to flag Bitburger's entry into the gluten-reduced
category. Bitburger, one of Germany's largest private, family-owned
breweries, is launching its Gluten-Reduced Helles Lager in the U.S. the
first week of August, marking its first U.S. entry into the category after
several years of success in the European market.
A few facts:
- 5.1% ABV
- Tests below 20 ppm gluten, brewed with barley following the
traditional German Purity Law process
- Individuals with celiac disease or severe gluten sensitivity should
consult a physician before drinking gluten-reduced beer
I've attached the full press release and linked high-res photography below.
Happy to coordinate an interview with the Bitburger USA team if useful.
Carla
HI-RES PHOTOGRAPHY
Gluten-Reduced Helles Lager (Credit: Bitburger)
Carla Morte Burke
*Public Relations Account Supervisor *
Office 215-592-0120 Mobile 917-498-8549 Website punchmedia.biz
Email carla@punchmedia.biz Address 10 N 3rd St., Phila, Penna
Social @punchmediapr
BITBURGER LAUNCHES GLUTEN-REDUCED HELLES LAGER, EXPANDING CHOICE FOR BEER
DRINKERS SEEKING GREATER FLEXIBILITY
*Traditional German Brewing Meets Modern Drinkability with a Crisp,
Refreshing Lager Testing Below 20 ppm Gluten*
BITBURG, GERMANY (July 27, 2026) – Bitburger, one of the largest private
and family-owned breweries in Germany, founded more than 200 years ago, is
pleased to announce the launch of Bitburger Gluten-Reduced Helles Lager, a
new addition to its portfolio arriving in the U.S. market in early August.
Already enjoyed by consumers across Europe since its national launch in
2020, following an initial regional introduction in 2019, the beer is now
making its U.S. debut in response to growing demand from both consumers and
retailers for additional gluten-reduced beer options. Crafted in the
tradition of classic German brewing, the beer offers the approachable
character of a Helles lager while providing broader drinkability for
consumers seeking reduced gluten options.
At 5.1% ABV, Bitburger Gluten-Reduced Helles Lager delivers a bright and
easy-drinking experience. The beer is finely malty, balanced and hoppy, and
pleasantly full bodied. Gluten-reduced for broader drinkability,
Bitburger's Helles Lager allows those with a gluten intolerance to enjoy
the authentic Bitburger taste.
“Consumers today are looking for more choices that fit their lifestyles
without compromising on quality or flavor,” said Scott Baver, Bitburger USA.
“With our new Gluten-Reduced Helles Lager, we're expanding the occasions
and audiences for great German beer by offering a delicious option for
people who often have limited choices in the beer category.”
Bitburger Gluten-Reduced Helles Lager is brewed like traditional beer using
barley. During fermentation, a special enzyme is added that breaks down
gluten proteins, lowering the measurable gluten level. The finished beer is
then tested to confirm gluten levels are below 20 parts per million (ppm).
Because the beer is brewed with barley, it is labeled gluten-reduced rather
than gluten-free. While the beer tests below 20 ppm gluten, individuals
with celiac disease or severe gluten sensitivity should consult their
physician before consuming gluten-reduced beer.
Bitburger Gluten-Reduced Helles Lager will be available beginning in early
August in 11.2oz cans, sold in 6-packs and cases. Consumers can find the
beer at participating retailers and beverage outlets nationwide.
Like all Bitburger beers, Bitburger Gluten-Reduced Helles Lager is brewed
at the Bitburger brewery in Bitburg, Germany, continuing more than two
centuries of authentic German brewing tradition.
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!”
www.bitburger.com | Instagram @bitburgerinternational
Why It Matters
Industry operators should watch for follow-on developments as this story develops.
For more insights and trends in the food and beverage sector, check out more articles in The Food & Beverage Magazine family of publications.
Written by FBM Publications Editors
