Beer, beer, and more beer.
Oktoberfest, the world's largest and most famous beer festival kicked off for the 180th time in Munich Germany.
At noon sharp, the city's mayor Christian Ude opened the first beer keg with a traditional shout, serving the first pour to Bavarian state premier Horst Seehofer.
During the two-week party six million people will consume almost 120 oxen and more than 50 calves and around 7.5 million liters or two million gallons of beer.
In short, it promises to be a great party, says Ude.
SOUNDBITE: Munich Mayor, Christian Ude, saying (German)
"I don't need to wish us a great atmosphere because it's always great. I also don't need to wish the beer tent landlords good business because it will be good."
The traditional Bavarian attire of lederhosen and Dirndl dresses are fit for serious beer-drinking because of their ability to stretch ... which might be needed as these beer-lovers can drink until October 6.