The president of the German Brewers' Association, Christian Weber, appointed the new "Ambassador of Beer," Federal Minister of Agriculture Alois Rainer (center). The "Ambassador of Beer" for 2025 was the Minister-President of Saarland, Anke Rehlinger. (Photo: © DBB/CHL PhotoDesign)
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June 2026
Federal Agriculture Minister Alois Rainer is the new ambassador for beer. The title is awarded by the German Brewers' Association. The Ustersbach Brewery is Brewery of the Year, and Helene Vogel from Hanover is the best apprentice.
Alois Rainer (CSU) is the new "Ambassador of Beer." The Federal Minister for Agriculture, Food and Home Affairs received the award during the German Brewers' Day at the end of June in Berlin. The laudatory speech was given by his predecessor, the Minister-President of Saarland, Anke Rehlinger (SPD).
The German Brewers' Day is the largest industry gathering for the brewing sector. Around 400 guests from business and academia, associations, and politics attended the award ceremony, which is presented by the German Brewers' Association (DBB) to public figures who champion the craft. Past ambassadors have included Frank-Walter Steinmeier, Sigmar Gabriel, Cem Özdemir, Barbara Schöneberger, Ilse Aigner, Norbert Lammert, and Winfried Kretschmann.
"Being an ambassador for beer is a great honor for me," said Rainer. "German beer stands for craftsmanship and a strong connection to its homeland. Our brewing industry is characterized by a large number of small and medium-sized businesses. They are deeply rooted in their regions, often family-run for generations, and create added value and jobs in rural areas."
As a beer ambassador, he wants to advocate for good framework conditions, the minister said: "Less bureaucracy, more entrepreneurial freedom."
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The president of the German Brewers' Association, Christian Weber , praised Alois Rainer as a dedicated politician who had championed the interests of the food industry and rural areas with great conviction for many years. "Alois Rainer knows the challenges faced by medium-sized businesses from his own experience and addresses them with great credibility and sound judgment," said Weber.
He has always been a strong advocate for preserving traditional crafts and ensuring favorable economic conditions for them in the future. He is committed to family-run businesses, regional value chains, and rural areas.
Weber emphasized that Rainer understands the food craft as an important part of Germany's cultural identity and is committed to making its achievements more visible.
The more than 1.400 breweries in Germany are also important partners of domestic agriculture. They secure the demand for agricultural commodities such as brewing barley and hops and contribute to added value in rural regions. For example, the Hallertau region in Upper Bavaria is home to the world's largest contiguous hop-growing area.
During the German Brewers' Day, further awards were presented to brewers, breweries, and hop growers. Among the most important awards of the evening were the Federal Honorary Prizes for Beer from the German Agricultural Society (DLG).
The Ustersbach Adolf Schmid brewery from Ustersbach near Augsburg was honored with the Federal Honorary Award in Gold and the title "Brewery of the Year" .
The Federal Honorary Award in Silver went to the Schmucker private brewery from Mossautal in the Odenwald region. The DLG Federal Honorary Awards are considered the highest accolade in the German food industry.
Several breweries also received international recognition at the "World Beer Cup," one of the world's most important beer competitions, according to the association. All winning breweries can be found here .
Helene Vogel from Hanover was awarded the honorary prize of the German Brewers' and Maltsters' Association (DBMB) as Germany's best trainee brewer and maltster.
The achievements of German hop growers were also recognized at the Brewers' Day. The Federal Honorary Prize for Hops, the so-called "Hop Champion ," is awarded annually to outstanding companies that distinguish themselves through quality, sustainability, and innovation.
Homebrewers have now become a regular feature at the German Brewers' Day . Awards were presented to the German Homebrewers' Champion and the German Champions in the Creative Beer category: Jan Mordhorst from Seevetal, and Luise Redetzky and Gregor Gärtner from Hanover.
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Source: German Brewers' Association
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