The renowned brewery, based in the German state of Rhineland-Palatinate, has reestablished its long-standing partnership with the German Football Association (DFB) ahead of the Fifa World Cup 2026 in June. Tasked with capturing the German spirit, British design consultancy Derek&Eric crafted five designs that pay homage to the colours, patterns and typography worn by German footballers in years they won the tournament. Having won World Cups in 1954, 1974, 1990 and 2014, the new Bitburger packaging cheekily nods to another potential World Cup victory this summer.
