Every autumn, the sound of clinking steins, the smell of pretzels baking, and the unmistakable sizzle of sausages on the grill mark the arrival of Oktoberfest season. Originating in Munich over 200 years ago, Oktoberfest has grown into a worldwide celebration of Bavarian culture. From London to Leeds, Manchester to Munich, Oktoberfest events are now a regular feature on the seasonal calendar.

For caterers, retailers, and wholesalers in the UK, this represents more than just a cultural festival. It’s an incredible commercial opportunity, and at the heart of it all lies one product that customers expect above anything else: authentic German sausages.

The Central Role of Sausages at Oktoberfest

While Oktoberfest is associated with beer, music, and lederhosen, food is equally central to the experience. German sausages, particularly the iconic Bratwurst, have long been a staple of the festival. Whether served simply in a bread roll with mustard or plated up with sauerkraut and potato salad, sausages embody the warm, hearty, and festive spirit of Oktoberfest.

Popular sausage varieties at Oktoberfest include:

• Bratwurst – Germany’s best-known sausage, mildly spiced and perfect for grilling.

• Bockwurst – a slightly larger sausage, often boiled and served with mustard.

• Frankfurters – thin, smoky sausages that pair perfectly with pretzels and beer.

• Krakauer (Bacon Frankfurter) – smoky, coarse-textured sausages with a distinctive flavour.

• Cheese-filled sausages – indulgent twists like the Käsekrainer, with melted cheese inside.

For UK audiences attending Oktoberfest-themed events, authentic sausages are a non-negotiable. They are as important as the beer itself in creating the right atmosphere.

Why Retailers Should Stock German Sausages in Autumn

For supermarkets and frozen food specialists, Oktoberfest is a seasonal opportunity to increase sales and differentiate product ranges. Customers are increasingly aware of Oktoberfest thanks to its popularity across UK cities and towns, and many want to recreate the experience at home.

By offering a special Oktoberfest sausage range, retailers can:

• Boost seasonal sales – Shoppers actively look for themed products around this time.

• Upsell with cross-merchandising – Sausages pair perfectly with beer, mustard, sauerkraut, pretzels, and rolls.

• Tap into event culture – Families hosting Oktoberfest parties at home will want premium products that feel authentic.

• Build brand loyalty – Customers appreciate when retailers anticipate seasonal trends.

For those already selling German sausages, Oktoberfest is the time to highlight them more prominently with themed displays, recipes, or “German week” promotions.

Why Wholesalers Should Embrace Oktoberfest

Wholesalers serve a broad customer base, from pubs to event organisers. In September and October, these customers are actively searching for ways to bring Oktoberfest to life. By stocking a reliable range of German sausages, wholesalers can position themselves as the go-to supplier for seasonal catering needs.

Key benefits for wholesalers:

• Bulk demand – Pubs, restaurants, and events buy in larger quantities for themed menus.

• Cross-sector appeal – From school fundraisers to university events, Oktoberfest sausages fit many settings.

• Upsell opportunity – Pair sausages with breads, condiments, and side dishes in larger supply deals.

• Competitive edge – Offering authentic German products adds value compared to generic sausages.

Why Caterers Should Put Sausages at the Centre of Their Menus

For caterers, Oktoberfest is a dream event. Sausages are quick to prepare, easy to serve, and universally popular. They can be served in casual street food formats or incorporated into sit-down dining experiences.

Practical Benefits for Caterers:

• Ease of service – Pre-cooked sausages like those from The Sausage Haüs can be heated quickly and safely, keeping queues short at busy events.

• Versatility – Serve in buns, with sides, or as part of sharing platters.

• Portion control – Available in consistent weights (100g, 150g), ensuring predictable costs.

• Customer satisfaction – Authentic German flavour makes the event memorable.

Imagine serving a Bratwurst hotdog with sauerkraut and mustard, or a platter of Bacon Krakauer with potato wedges and pickled cabbage. Not only do these dishes look festive, but they also deliver the robust, warming flavours that customers crave during the autumn months.

Sausage Varieties Perfect for Oktoberfest

At The Sausage Haüs, we supply a range of authentic German sausages that are tailor-made for Oktoberfest promotions:

• Jumbo Pork Bratwurst – Germany’s most iconic sausage, perfect for grilling and serving with mustard.

• Bacon Krakauer (Bacon Frankfurter) – smoky and hearty, a big crowd-pleaser.

• Cheese Frankfurter – indulgent with real Emmental cheese, adding a creamy twist.

• Chilli Beef Frankfurter – for customers who want a little heat with their beer.

• Vienna Beef Frankfurter – a true classic with a firm bite and rich flavour.

All of our sausages are:

• Pre-cooked and vacuum packed for safety and convenience.

• Available frozen (long shelf life) or fresh pasteurised (for retailers looking for a more premium offering).

• Free from MSG and made using authentic German recipes.

Marketing Ideas for Retailers, Wholesalers, and Caterers

To make the most of Oktoberfest, consider these promotional ideas:

• Retailers:

  • Create Oktoberfest-themed displays with sausages, mustard, pretzels, and beer.

  • Run recipe cards or QR code links to “How to make an Oktoberfest hotdog at home.”

  • Promote as “Limited Edition Oktoberfest Specials” to create urgency.

• Wholesalers:

  • Offer discounted Oktoberfest bundles to pubs and caterers.

  • Highlight logistics reliability – you can deliver bulk orders in time for big events.

  • Provide sample packs so decision-makers can taste before ordering.

• Caterers:

  • Build Oktoberfest menus with sausage-based platters.

  • Offer sharing boards with multiple sausage varieties, pretzels, and dips.

  • Create grab-and-go hotdog stations for outdoor events.

Why Choose The Sausage Haüs?

With heritage recipes dating back over 300 years from REMAGEN, a family butchery near Cologne, and the logistics expertise of Baird Foods here in the UK, The Sausage Haüs combines authenticity, quality, and reliability.

• Proven retail success – Our sausages are already performing strongly at Farmfoods and Costco, with customer demand increasing.

• Trusted production – German IFS accreditation and UK BRC Grade A standards ensure consistency.

• Nationwide delivery – Backed by Baird Foods’ logistics, we deliver both fresh and frozen products efficiently across the UK.

When you choose The Sausage Haüs, you’re not just buying sausages – you’re partnering with a supplier who understands both German tradition and UK market needs.

Final Thoughts

Oktoberfest isn’t just a festival – it’s a business opportunity. Whether you’re a retailer looking to boost autumn sales, a wholesaler aiming to meet seasonal demand, or a caterer serving hungry crowds, authentic German sausages are the key ingredient that customers expect.

At The Sausage Haüs, we’re proud to bring this tradition to the UK with a range of sausages that are authentic, convenient, and irresistible. Stock up now and make this Oktoberfest season your most successful yet.

👉 Contact us today to discuss orders, sampling, or promotional support. Let’s make Oktoberfest a win-win for your business and your customers.