It's also interesting that Augustiner has been readily available in Berlin for a few years now (Augustiner is famous for not doing any promotion or advertisement, they just sell beer. In the 80s/90s they also sold lemonade, but stopped that due to needing all the capacity for beer, as I heard). But now Augustiner has become mainstream and not hip enough for Berlin anymore, so I've seen more and more Tegernseer there everytime I visit...
Their brewery/pub in Tegernsee is an excellent day trip by train; far less crowded than the Munich beer gardens, and delicious food to boot. One of my fondest memories of visiting Bayern :-)