He gained further attention for his tender, soulful singing on a beer commercial, "Tonight, tonight, let it be Löwenbräu."
Booth Lockett and Makin counted brewers Löwenbräu as one of its major clients, at a time when the alcohol industry saw increasing MDMA use as a threat to profits.
In subsequent years, Hitler held his annual Putsch commemoration gatherings at the Löwenbräukeller at Stiglmaierplatz.