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In 1872, Spaten made history by introducing a light-coloured Vienna-style beer at Munich's Oktoberfest. The Märzenbier which was sold in the Schottenhamel Festzelt became an instant success as other beer supplies ran out. The Märzenbier was originally permitted to be brewed only between
?? September and ?? April and had to be stored in ice cellars until the Oktoberfest event. Märzenbier, also known as Oktoberfestbier, is a slightly stronger Helles (lager).
In 1922, Spaten, Franziskaner and Löwenbräu unified into one company. In 1972, the group issued public stock for the first time. Through mergers and acquisitions that followed, the German brewery eventually became part of the Belgian-Brazilian Interbrew (Inbew) giant.