Paulaner Sunset: The German Cult Soda That Outsold Coca-Cola and Is Taking Over America
Two years ago, what started as a "suitcase full of dreams" officially became a reality. Today, Paulaner Sunset celebrates its second year of incorporation in the United States, marking a whirlwind journey from underground German cult favorite to a staple of West Coast cool. Now available in 300+ locations across the U.S., Amazon, and Walmart Online, these suitcase dreams have made it to national level with no signs of slowing down.
A 50-Year Secret, Reimagined
While Paulaner Sunset feels like a fresh face in the U.S., its soul dates back to 1974. Originally brewed in Munich as a non-alcoholic alternative for Bavarian beer gardens, the "Orange Cola" (known in Germany as Spezi) became a cultural phenomenon. Fifty years later, the recipe remains untouched as a superior blend of cola and orange juice, wrapped in its original psychedelic wave and still a true time capsule from the 70s.
That’s Reinheitsgebot!
Reinheitsgebot, which in English translates to “purity order,” dates back to 1516. As one of the world’s oldest food safety regulations, it required that all beer be brewed using four ingredients: water, hops, barley, and yeast. This philosophy ensured that quality and purity were at the forefront of the brewing process. So when brewmasters took a stab at creating a cola, they carried over this philosophy, creating a non-GMO, vegan, and NA-alternative that won over the hearts of every German.
For the People, by the People
Paulaner Sunset created the largest cult following a German beverage has ever seen. Reddit threads are overflowing with the creativity of Spezi fans. From Spezi soccer merch to Spezi murals to Spezi motorcycles, the brand was brought to life by the people. Without a single dollar spent on traditional marketing, the drink gained a “holy grail” status, spread by digital missionaries and community activists who demanded it in every kiosk from Berlin to Hamburg and at times outdrinking Spezi production.
The American Dream Begins: Not in a Boardroom, on the Pavement
In April 2023, founders Matthias and Anton decided the world could no longer wait. They first arrived in Los Angeles with nothing but suitcases weighed down by heavy glass bottles and a conviction that Germany’s best-kept secret belonged in the world’s most competitive CPG market. After hand-delivering samples to hundreds of skeptical-turned-obsessed consumers across LA’s bars and restaurants, the feedback was unanimous: the flavor was undeniable, but the name needed a local soul.
Made in München, Reborn in Venice
Due to a 1974 trademark agreement restricting the use of the "Spezi" name to German soil, the duo faced a creative crossroads. They needed a name that captured the liquid’s feel-good energy and its iconic 70s psychedelic aesthetic. The answer was hiding in plain sight within the label's design: Sunset.
With a new identity and a one-way ticket, Matthias and Anton moved to Venice Beach — a place where the "Sunset Wave" on the bottle found its perfect match in the Pacific surf. It was here, amidst the grit and golden hour of the Venice skate bowls, that the brand’s first marketing stunt went viral in November 2023, proving that while the name had changed, the cult-like devotion remained the same. Today, every drop is still brewed and bottled in Munich, ensuring that the "Sunset" over California is as authentic as a Bavarian summer.
What’s Next for Team Sunset?
As Paulaner Sunset enters its third year, the mission remains the same: preserving the heritage of Germany’s most iconic soft drink while celebrating the vibrant, creative community that has embraced it in the States.
Founder Matthias Memminger left us with parting words:
“The last two years have been an incredibly wild ride. Positive customer feedback fuels us with the help of a champion product as our secret power. The American Dream is not dead; we live it every day with every Sunset!”
Who’s ready for their endless summer?
