Munich’s 191st Oktoberfest Breaks Records with 7.4 Million Visitors and Rising Demand for Non-Alcoholic Drinks

Oktoberfest 2026: New Milestones and Emerging Trends

According to УНІАН — Туризм: The world’s largest beer festival, Oktoberfest in Munich, wrapped up its 191st edition on October 4, 2026, after 16 days of celebration. This year’s event attracted a record-breaking crowd of 7.4 million attendees, surpassing the 6.5 million visitors in 2025 and the previous high of 7.2 million set in 2023.

Over the course of the festival, guests consumed 6.7 million liters of beer, marking a 2.7% increase compared to the previous year. Although the all-time beer consumption record remains 7.7 million liters, reached in 2014, the 2026 figures indicate a strong resurgence. Notably, non-alcoholic beer sales jumped by 10.7%, and overall non-alcoholic beverage consumption grew by 10%. The popularity of Radler-a refreshing mix of beer and lemonade with low alcohol content-also saw a significant rise.

Pricing and Culinary Highlights

The average cost for a one-liter beer stein at Oktoberfest 2026 neared 16 euros. Grilled chicken emerged as the most favored dish, with food sales increasing by 2.7%, matching the growth in beer sales.

Oktoberfest originated in October 1810 in Munich to celebrate the marriage of Crown Prince Ludwig and Princess Therese of Saxe-Hildburghausen. The festival traditionally takes place at Theresienwiese, running annually from late September through early October. Its continuity was interrupted during both World Wars and again in 2020 and 2021 due to the COVID-19 pandemic.

The 2026 Oktoberfest’s record attendance and rise in beverage consumption highlight the festival’s strong recovery after pandemic-related pauses. As one of the world’s most renowned cultural events, Oktoberfest draws visitors globally and significantly impacts Munich’s local economy, particularly benefiting the hospitality sector and breweries. The increasing demand for non-alcoholic options reflects shifting consumer preferences, an important consideration for future festivals.

As Oktoberfest continues to thrive, the festival also embraces modern entertainment trends, such as new attractions and collaborations with major platforms. For instance, the recent addition of thrilling rides and the filming of a Netflix series add a unique twist to the traditional festivities. To explore these exciting developments and their impact on the festival experience, check out our detailed coverage of the latest Oktoberfest attractions and media highlights.