Brasserie Licorne

What Brasserie Licorne does

Brasserie Licorne is a French industrial brewery founded in 1845 and headquartered in Saverne, Alsace, operating as a privately held SAS under President Dominique Baudendistel. The company is one of four major breweries in Alsace — France's leading brewing region, which accounts for 60% of national beer production — and employs approximately 190 people at its Saverne production site, supported by a Steinbourg logistics facility operated through Saverne Transports.

The business is structured around three owned brands and a set of distribution partnerships. The Licorne umbrella covers traditional Alsatian styles such as Licorne Black, Licorne Elsass (the first 100% Alsatian beer, launched 2007), Licorne Authentique, and Licorne White, and was comprehensively rebranded in 2024 with a new visual identity, standardized 6x25cl packaging, and the tagline "Bières de caractère depuis 1845" to support a premium positioning in retail and on-premise. Slash is the modern, fruit-forward and lower-strength sub-brand with SKUs including Slash IPA, Slash Mango, Slash Red, Slash Citrus, Slash Berry (2025), and the planned Slash 0,0% (May 2026); a 2024 dealcoholization line at Saverne enables the company's 0.0% production. Dark Dog covers the energy drink category with a 2025 Pink Fizz extension. The brewery also distributes third-party brands — Bundaberg, Erdinger, O'Hara's, and Brasserie Lefebvre — across its French footprint. Credibility is supported by 5 medals at the 2025 Concours Général Agricole and 3 medals at the 2025 World Beer Awards for the Licorne brand.

Revenue generation rests on beer and beverage sales through two channels: GMS (supermarkets and hypermarkets, including Carrefour, E.Leclerc, Auchan, Super U, and Intermarché) and CHR (cafés, hotels, restaurants). B2B customers order via the proprietary Espace Pro online platform. Brand engagement is anchored by the annual Fête de la Bière at the Château des Rohan in Saverne, organized since 2010 and, per the company's own positioning, France's largest beer festival, drawing 40,000+ visitors and operated through the Weezevent cashless payment system. Marketing combines content (Les instants Licorne magazine, podcasts, including one on dealcoholization), social channels, in-store contests at retail partners, and event sponsorships such as the Dark Dog-branded Electro Night at Eurockéennes de Belfort. Operational priorities include ESG accountability (Alsace Excellence renewal 2025, PME+, EcoVadis Bronze), responsible consumption partnerships (Brasseurs de France, Prévention Modération), and local recruitment through Mission Locale.

Name

Brasserie Licorne

Legal name

SAS BRASSERIE LICORNE

Website

https://brasserielicorne.com

Company type

Private

Founded year

1845

Operating status

Operating

Headcount range

51–100 employees

Short description

Brasserie Licorne is a privately held French brewery founded in 1845 in Saverne, Alsace, producing and distributing beer and energy drinks under the Licorne, Slash, and Dark Dog brands through French GMS and CHR channels, complemented by third-party brand distribution and an annual beer festival.

Ownership category

akta.pro rank

Product category

Craft Beer Brewing

NAICS

Breweries (31212), Beverage Manufacturing (3121), Wine and Distilled Alcoholic Beverage Merchant Wholesalers (42482)

SIC

Malt Beverages (2082), Beverages (2080)

akta.pro primary industry

Packaging & Production Breweries (Limited/No On-site Service) (THAFALAB)

akta.pro secondary industries

Beer, Wine & Spirits Wholesale Distribution (CRAOAIAA), Functional Beverages (Vitamins, Probiotics, Nootropics, etc.) (CRADAHAL)

Keywords

• Craft beer brewing
• Brewery manufacturing
• Beer distribution
• Energy drinks
• Alcoholic beverages

Headquarters

HQ city

Saverne

HQ country

France

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D

Revenue model

1. Beer and beverage sales: Primary revenue from brewing and selling beer and energy drinks under Licorne, Slash, and Dark Dog brands through GMS (supermarkets) and CHR (hospitality sector) channels
2. Fête de la Bière event: Annual beer festival generating revenue through ticket sales, food and beverage sales via cashless system, and brand engagement with over 40,000 attendees
3. Distribution partnerships: Distribution of partner brands including Bundaberg ginger beer, Erdinger, O'Hara's, and Brasserie Lefebvre products in France

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

Brasserie Licorne is a French brewery founded in 1845 in Saverne, Alsace, that manufactures and distributes alcoholic and non-alcoholic beverages under multiple brands. The Licorne brand covers traditional Alsatian beers (Black, Elsass, Authentique, Primeur, White, Noël, NEIPA), the Slash brand covers modern and fruit-flavored beers, and the Dark Dog brand covers energy drinks; the brewery also distributes third-party brands such as Bundaberg in France. Products are sold primarily through French supermarkets and hypermarkets (GMS) and through the on-premise hospitality sector (CHR), with the company's annual Fête de la Bière serving as a flagship engagement event.

Differentiator

Problem solved

Functional benefit

Brands

• Licorne: Main beer brand of Brasserie Licorne, featuring classic beers including Licorne Black, Licorne Elsass, Licorne Authentique, Licorne Primeur, Licorne White, Licorne Noël, and Licorne NEIPA
• Slash
• Dark Dog
• Karlsbräu CHR
• Bundaberg

Products and services

• Licorne Beer Range Alsatian traditional beer range under the Licorne umbrella brand, featuring multiple styles including Licorne Black, Licorne Elsass (the first 100% Alsatian beer, 2007), Licorne Authentique, Licorne Primeur, Licorne White, Licorne Noël, and Licorne NEIPA. Targeted at French consumers seeking characterful, regionally rooted beers, sold via GMS supermarkets, CHR hospitality, and professional channels.
• Slash Beer Range Modern, fruit-flavored beer range under the Slash brand featuring Slash IPA, Slash Mango, Slash Red, Slash Citrus, and Slash Berry, plus a non-alcoholic Slash 0,0% line produced using the brewery's dealcoholization technology operational since 2024. Targeted at consumers seeking modern, fruity beer styles and alcohol-free options, sold through GMS and CHR channels.
• Dark Dog Energy Drinks Energy drink brand owned by Brasserie Licorne, including the Pink Fizz flavor launched in 2025. Marketed to adult consumers seeking energetic beverage options and positioned alongside music and nightlife sponsorship through the Dark Dog brand (e.g., Eurockéennes, NL Contest).
• Fête de la Bière Annual Beer Festival Annual multi-day beer festival organized by Brasserie Licorne since 2010 in the Château des Rohan park in Saverne, featuring live music, beer tastings from the Licorne, Slash, and Dark Dog portfolios, and on-site food stands. Open to adult consumers with cashless card-based beverage service; the 14th edition (2025) attracted 40,000+ visitors mobilized by 300+ volunteers.

Quantifiable outcome

• 5 medals at the 2025 Concours Général Agricole
• +2 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature1 record

Partnerships

Twelve partnerships are on record, tiered core and minor.

• AIVAcoreStrategic or Co-development Partner · 1 January 2017Partnership with AIVA (Association Interprofessionnelle de la Viande) since 2017, supporting the brewing industry and local agricultural sector
• Mission LocaleminorStrategic or Co-development PartnerPartnership with Mission Locale for youth career guidance and recruitment support in the Savernois region
• Mission LocaleminorStrategic or Co-development PartnerPartnership with local schools and educational establishments in the Savernois basin for career awareness and knowledge transfer about brewing
• Brasseurs de FrancecoreStrategic or Co-development PartnerPartnership with national brewers federation for responsible consumption campaigns and industry advocacy
• Prévention ModérationminorStrategic or Co-development PartnerPartnership for responsible alcohol consumption awareness and moderation campaigns
• Local Alsatian FarmerscoreStrategic or Co-development PartnerPartnership with local farmers for sourcing barley and other ingredients for Licorne Elsass 100% Alsatian beer, perpetuating regional agricultural sector
• BundabergminorChannel Partner/ Reseller/ DistributorDistribution partnership for Bundaberg ginger beer and other Bundaberg products in France
• ErdingerminorChannel Partner/ Reseller/ DistributorDistribution partnership for Erdinger beers including seasonal varieties like Erdinger Oktoberfest in France
• O'Hara's (Carlow Brewing Company)minorChannel Partner/ Reseller/ DistributorDistribution partnership for O'Hara's Irish beers including O'Hara's Stout in France
• Brasserie LefebvreminorChannel Partner/ Reseller/ DistributorDistribution partnership for Brasserie Lefebvre products in France
• Eurockéennes de BelfortminorGTM or Marketing PartnerDark Dog brand partnership with Eurockéennes de Belfort music festival, sponsoring the Electro Night event
• NL ContestminorGTM or Marketing PartnerDark Dog partnership with NL Contest 2025, a DJ/skratching competition

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Brasserie Meteor: Largest independent French brewery, headquartered in Alsace (Hochfelden). Like Brasserie Licorne, it operates a regional Alsatian brewing heritage, multi-brand portfolio, and GMS/CHR distribution in France, making it the most directly comparable independent peer.
• Fischer (Brasserie Fischer): Historic Alsatian brewery brand (now owned by AB InBev) selling traditional lagers and specialty beers in French retail and CHR channels. Directly comparable on geography, heritage positioning, and product style — both Alsatian heritage brands competing for regional craft/traditional beer occasions.
• Castel Frères (Groupe Castel): Major French-owned beverage group with brewing and wine activities. Operates as a French independent/regional-platform player with multi-category beverage exposure, providing a useful reference point on private French brewer scale and channel strategy.

Broad incumbents

• Kronenbourg (AB InBev France): France's leading brewer (1664 brand) and the dominant player in French GMS and on-premise. Operates as a broad incumbent with national scale, advertising budgets, and channel leverage that dwarf Brasserie Licorne — relevant for understanding the competitive set and pricing dynamics.
• Heineken France: French subsidiary of Heineken N.V., operating major brands (Heineken, Desperados, Affligem) across French GMS and CHR. A broad incumbent competitor with substantial resources for promotion and on-premise contracts.
• Carlsberg Group: Global brewing group with French market presence (e.g., Kronenbourg competitor, 1664 rival via Carlsberg Marston's). Comparable as a multinational brewer whose French operations compete with independent regional brewers like Brasserie Licorne for GMS listings and CHR placements.
• Red Bull France: Category-defining incumbent in French energy drinks that Dark Dog directly competes against. Provides the competitive frame for measuring Dark Dog's ability to grow within French on-trade and convenience/GMS energy-drink shelves.

Emerging players

• Bières de Réville / French craft brewers: Smaller French craft and regional breweries (e.g., Brasserie de Réville, Brasserie du Pavé) targeting premium and on-premise channels. Comparable as emerging players competing for the same local/craft occasions in CHR and specialty retail.

Others

• Bundaberg Ginger Beer (distribution partner): Australian premium ginger-beer brand distributed by Brasserie Licorne in France. Comparable as a partner-brand distribution peer that validates Brasserie Licorne's role as a third-party distribution channel in French GMS/CHR.

Regional players

• Pelforth (Heineken France heritage brand): French heritage brewing brand under Heineken positioned in the traditional/craft segment of French beer. Comparable as a heritage-branded brewer targeting similar Alsatian/traditional beer occasions and GMS premium-positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/brasserie-licorne
• Facebookfacebook.com/BrasserieLicorne

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Brasserie Licorne