An Interview with Andy Glaser, the new CEO of Paulaner USA

To begin the year, Paulaner has hired Andy Glaser as Chief Executive Officer of Paulaner USA, the importer of Paulaner and a few other international beer brands. Glaser succeeds Steve Hauser, who is leaving the company after 10 successful years. 

In his new role, Glaser will tap into his extensive beverage industry experience, focusing on adapting the iconic Paulaner brand within the US market and driving continued growth. He previously held leadership roles at Hennessy, Bass Ale and Champagne Henriot. Additionally, he served as Vice President of Marketing at Heineken USA from 2003 to 2008, when Paulaner was in its portfolio. 

“We would like to thank Steve Hauser and the entire Paulaner USA team for their incredible work,” says Paulaner CEO Jörg Biebernick. “In recent years, we have been able to expand our brand – with the US becoming one of our most important markets and experiencing double-digit growth. Under the leadership of Andy Glaser, we are ushering in a new era for Paulaner USA and, together with the local team, will take the brand to the next level; laying the foundation for further growth in the coming decades.”

“I’m absolutely delighted to take this exciting next step and return to my roots in the beer business,” says Andy Glaser, Paulaner USA’s new CEO. “While there are some current headwinds in the US market, I’m convinced Paulaner’s outstanding quality and strong brand position will allow us to realize our ambitious long-term vision. I’m looking forward to helping the US team write the next chapter of Paulaner’s success story.”

“We are thrilled to recruit Andy, a proven expert, for this strategically important role. We have been particularly impressed by his holistic vision of sales and sustainable brand building, but also by his engaging personality and plans for the local team. We are eager to begin working together and wish him success in his new role,” says Marcus Thieme, Director of International Markets at Paulaner Brewery.

Paulaner is one of the most successful German beer makers in the American market. Amongst the oldest breweries in Munich, Paulaner has brought the Bavarian way of life to beer enthusiasts since its founding in 1634. The company began importing beer to the US in 1987 and is now enjoyed in more than seventy countries around the world.

Your work history has been strong in the beverage sector. When was the last time you were working in the beer industry?

Andy: My most recent experience in the beer industry dates back to the late 2000s, when I led the national marketing efforts for Heineken and Heineken Light. It was a dynamic period marked by innovation and significant growth across the company as a whole. However, my career in the beer industry began in the UK with Bass Brewers, the country’s largest brewer at the time. Bass was home to iconic brands such as Carling, Tennent’s, Worthington, and Bass Ale. My tenure with Bass ultimately brought me to the United States in 1996.

What led you back to beer at this point in your career?

Andy: After successfully completing the sale and transition of a family-owned French wine business to new ownership, I began exploring various opportunities within the alcoholic beverage industry. What truly excited me was the energy and vision of Jörg Biebernick and Marcus Thieme at Paulaner Brauerei in Munich, as they sought to redefine the future of the Paulaner brands in the U.S. The chance to lead the talented Paulaner USA team and build upon their existing successes felt like a once-in-a-lifetime opportunity.

While at Heineken USA, you had Paulaner in its portfolio. At that time how many varieties of Paulaner were being exported to the US? 

Andy: When I was at Heineken, the Paulaner portfolio was managed by a dedicated subsidiary called Star Brands. This team was highly focused on crafting and promoting premium, specialty brews from around the world. Given the nature of these beers, which required more time and care to develop, I didn’t have direct involvement but I did observe their nurturing process from a broader strategic perspective

Now Paulaner USA imports 8 varieties of Paulaner into the US. During my trips to Munich, I have been able to enjoy some offerings not available here in the US. Are there any plans to import any additional offerings from Munich? 

Andy: Given that I am still quite new to the organization, I feel it’s too early for me to form a solid opinion on this. However, what I do see is a great deal of potential in the current styles we offer, particularly in terms of distribution expansion and consumer engagement. While we remain open to new ideas, I believe that maintaining a strong focus on our current strategic priorities will position us well in this highly competitive marketplace

Paulaner USA has experienced some strong growth with its brands. What do you see for the group in 2025?

Andy: The team here has done an exceptional job driving growth not only in 2024, but in the years leading up to it. This success has been achieved within the context of a shrinking beer market, where challenges abound—perhaps none more significant than consumers’ shifting preferences as the lines between beer, spirits, and wine continue to blur. It’s crucial for us to re-engage them in fresh and exciting ways that align with their lifestyle choices. At Paulaner USA, we will continue to push forward, constantly challenging ourselves to remain even more relevant to both our consumers and customers to create value.

Paulaner USA is headquartered in White Plains, New York, and imports Paulaner, Hacker-Pschorr, Tsingtao and Fuller’s into the U.S. market. More information about these brands can be found at http://paulanerusa.com.