Söder Promotes Bavarian Culture & Hofbräuhaus in Houston, Texas

Bavarian Minister President Markus Söder has commenced a multi-day tour of the United States, utilizing the trip to strengthen economic and cultural ties between Germany and key American states. A central component of the visit involves the promotion of the Hofbräuhaus München, a state-owned enterprise, which is preparing to open a new location in Dallas, Texas, in Autumn 2026. The expansion marks a significant commercial development for the historic brewery, extending its global footprint into the American South.

The tour, which began on Sunday, includes scheduled stops in Texas and South Carolina, with further business engagements planned in North Carolina. According to reporting on the itinerary, the Premier aims to boost business ties while highlighting the longstanding solidarity between Europe and the United States. Söder, a close ally of Chancellor Friedrich Merz, is the first Bavarian leader to visit the United States since Edmund Stoiber traveled to California in 2005.

Hofbräuhaus Expansion in Dallas

During a stop in Houston, the focus shifted to the commercial ambitions of the Hofbräuhaus München. Jörg Lehmann, the Director of the State Hofbräuhaus Munich, accompanied Söder to promote the upcoming Dallas venue. Lehmann described the new location as a strong cultural bridge between Bavaria and Texas. The establishment of this branch continues a strategy of global expansion for the state-owned brewery, which already operates branches in countries ranging from China and Italy to Brazil.

The Houston event served as a promotional platform for the Dallas opening. Organizers transformed a local beer garden to reflect a Bavarian aesthetic, decorating the space with blue-and-white diamond-patterned pennant chains and oversized Hofbräu logos on the exterior walls. In a move to emphasize authenticity over standard concession practices, glass and clay mugs were placed on tables instead of plastic cups. Söder commented on the strategic value of the brand during the visit.

The Hofbräuhaus is an ambassador of Bavaria. Sometimes even better than any politics.

Markus Söder, Bavarian Minister President

Cultural Diplomacy in Houston

The business promotion was integrated into a cultural reception at the Houston Sängerbund. Founded in 1883 during a wave of German immigration, the choir organization aims to preserve German music, language, and culture in the region. President Rodney Thorin stated that their job is to maintain these traditions in the second-largest U.S. State, where many Americans claim German ancestry. During the reception, a choir dressed in traditional Lederhosn and Dirndl performed German songs for the delegation, concluding with the line So schön ist es im Hofbräuhaus.

The ceremonial tapping of a beer keg highlighted the collaboration between the Bavarian state government and the brewery. Florian Herrmann, Head of the Bavarian State Chancellery, and Jörg Lehmann joined Söder for the task. While Söder received the first Maß of beer, Herrmann served the drink wearing an apron, though he notably did not wear a cowboy hat. The event underscored the blend of state diplomacy and commercial interest that defines the trip.

Broader Economic Itinerary

Beyond the cultural events in Houston, the Premier’s schedule includes significant industrial and technological site visits. On Monday, the itinerary features a tour of the NASA Mission Control Centre in Houston. Söder expressed enthusiasm for the stop, noting similarities between the political dynamics of Texas and Bavaria. He remarked that Washington is far from Texas, just as Berlin is far from Bavaria, adding that both regions understand how politics really works.

Following a two-day trip through Texas, reports indicate the Bavarian State Premier is set to visit a BMW plant in North Carolina. This stop aligns with the stated goal of the tour to boost business ties between the German state and American industries. The tour will also include stops in South Carolina, where the delegation plans to visit historic sites related to the U.S. War of Independence. Throughout the journey, Söder has emphasized the importance of maintaining close relations despite current difficulties.

There is a long tradition of solidarity and relations between Europe and the United States of America – and it has always been good for our history to stick together. We therefore wish to continue along this path in the future.

Markus Söder, Bavarian Minister President

The visit represents a renewed effort to engage with American stakeholders at the state level. By leveraging the brand recognition of the Hofbräuhaus and the industrial presence of companies like BMW, the Bavarian government is seeking to reinforce economic partnerships. The Dallas location, scheduled to open in Autumn 2026, will serve as a permanent commercial foothold in the region following the conclusion of this diplomatic tour.