Astra and FC St. Pauli: A beer with real stadium turf!

Astra and FC St. Pauli: A beer with real stadium turf!

The connection between Astra and FC St. Pauli is not only characterized by long-term sponsorship partnerships, but also by a shared passion project that links football and beer culture in Hamburg. Astra, a well-known beer from Hamburg, supports FC St. Pauli as part of the “Heart of St. Pauli” sponsors and thereby brings a breath of fresh air to the stands and into the glasses of the supporters. This partnership includes shared experiences from games in the regional league to the first Bundesliga, including jersey sponsorship and special campaigns surrounding the 100th anniversary celebrations of both institutions.

The Astra Brewery, part of the Holsten Brewery (Carlsberg), has a special connection to FC St. Pauli, which was founded on May 15, 1910 and is considered the “most left-wing football club in the world”. A lively following and a clear positioning against social injustices make the club stand out. Before the 1980s, St. Pauli was rather inconspicuous as a lower-class club with fewer than 2,000 spectators, but soon, thanks to the influence of alternative groups, a cult community developed that regularly fills the Millerntor Stadium with over 29,000 spectators.

A new beer for the fans

The latest highlight from the Astra brewery is the beer “Heiliger Rasen”. This is a limited specialty brewed with real grass from the Millerntor Stadium. To be more precise, 8 kilograms of fresh stadium grass were used for 1000 liters of beer. Although it cannot meet the quality standards of the Purity Law because grass is not permitted, the beer promises a fresh and drinkable taste. The brewery plans to use this treat to celebrate the successful season of FC St. Pauli, which reached fifth place at the end of the season after previously fighting against relegation.

Fans can purchase the “Holy Lawn” in the FC St. Pauli clubhouse, in the Astra brewery and also in the “Astra” online shop, where it is already causing a stir. This limited edition not only shows the close relationship between the two brands, but also the innovative spirit that is firmly anchored in Hamburg's beer culture. HSV is also experimenting with stadium turf in the form of a lawn vodka, showing that creative ideas in football and enjoyment are increasingly coming together.

A look into the future

Astra and FC St. Pauli have extended their strategic cooperation until at least 2031. This long-term perspective gives hope for further joint work. From the design of the bottle labels to a variety of joint activities - the loyalty of the fans and the support of Astra not only ensure fluid fun on match days, but also a strong sense of community in the city. The Astra brewers would like to thank the many supporters of FC St. Pauli for their loyalty and passion.

The success story of Astra Bier and FC St. Pauli is a prime example of how sport and culture are interwoven in Hamburg and create enthusiasm not only on the pitch, but also in the glass.

For more information about Astra and the unique connection to FC St. Pauli, visit fcstpauli.com, thisdrinkinglife.com and mopo.de.