What Vinzenzmurr does

Vinzenzmurr (legal entity: Vinzenz Murr GmbH, with a separate Vinzenz Murr Vertriebs GmbH for sales/distribution) is a fourth-generation family-owned artisanal butcher (Traditionsmetzgerei) founded in 1902 in Munich and headquartered at Hofmannstraße 9, Munich-Obersendling. The company operates a multi-location retail butcher network across southern Bavaria, supplemented by a 24/7 self-service factory outlet (Wurstpalast) in Brunnthal launched in March 2026, in-store snack counters (Imbiss-Theken) with daily-changing lunch menus, and wholesale bulk sales of over 270 freshly produced sausage varieties, fresh meat (beef, pork, the proprietary Murroc-Schwein crossbreed, and Ochsenfleisch), grill cuts, cheese, fine foods, and ready meals. The proprietary 'Hofgut Schwaige' branded-meat program, established in 1984 via long-term contracts with regional farmers, defines standards for animal husbandry, feed, transport distance, and antibiotic use and underpins the Tierwohlpunkte '10+' animal welfare certification. The company is owned and operated by the Brandl family — owner Evi Brandl (recipient of the Bayerischer Gründerpreis 2019 and Deutscher Handelspreis 2018 Lifetime Achievement awards) and master butchers Markus Brandl and Alexander Brandl — and has received the Staatsehrenpreis (Bavaria's highest craft-butcher honor) for the fourth time in 2023.

Revenue is generated entirely through physical retail: over-the-counter Metzgerei branch sales, Wurstpalast automated outlet sales, in-counter snack and ready-meal sales, and bulk/wholesale pricing for events and families. Pricing is unit-based with weekly bargain rotations (Mondays ground meat at €0.99/100g, Tuesdays chicken leg at €0.54/100g, Wednesdays pork loin at €0.89/100g, permanent Lyoner at €9.90/kg), a Schülerkarte student card discount program for apprentices and students, and a reusable Umwelt-Box (€0.50 deposit) for packaging-free purchases. Target customers are Bavarian individual consumers, families buying in bulk for events, and students seeking affordable meals; there are no disclosed enterprise accounts and no significant B2B revenue mix. Marketing runs through the corporate website, Facebook, Instagram, YouTube, and an email newsletter; digital integrations are limited to Google Analytics, Facebook Pixel, Google Maps store locator, and the Relevo reusable-cup system, with no mobile app and no disclosed AI/ML capabilities.

Name

Vinzenzmurr

Legal name

Vinzenz Murr GmbH

Website

https://vinzenzmurr.de

Company type

Private

Founded year

1902

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Vinzenzmurr is a fourth-generation family-owned Munich butcher (founded 1902) that operates a multi-branch retail network across southern Bavaria, selling 270+ freshly produced sausages, Hofgut Schwaige-branded meats, ready meals, and cheese to Bavarian individual consumers, families, and students through traditional Metzgerei shops and a 24/7 factory outlet.

Ownership category

akta.pro rank

Product category

Artisanal Meat and Sausage Butcher

NAICS

Meat Retailers (445240), Meat Retailers (44524), Animal Slaughtering and Processing (3116), Meat Processed from Carcasses (311612), Meat and Meat Product Merchant Wholesalers (42447)

SIC

Sausages & Other Prepared Meat Products (2013), Meat Packing Plants (2011), Food And Kindred Products (2000)

akta.pro primary industry

Butcher Shops & Meat Markets (CRAHAHAB)

akta.pro secondary industries

Specialty & Regional Processed Meats (Ethnic/Traditional Sausages, Regional Cures) (AFANAEAK), Charcuterie & Cured Meats Specialty Stores (CRAHAGAE), Pork Fabrication & Primals Cutting (Carcass Breakdown) (AFANABAB)

Keywords

• Artisanal butcher products
• Fresh sausage varieties
• Certified regional meat
• Traditional Bavarian butchery
• Ready-to-eat meals

Headquarters

HQ city

Munich

HQ country

Germany

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales

Revenue model

1. Retail Store Sales: Brick-and-mortar Metzgerei (butcher shop) retail sales across multiple branches in southern Bavaria, selling fresh meat, sausages, and delicatessen products over the counter with friendly specialized staff.
2. Factory Outlet Sales: Direct factory sales through Wurstpalast 24/7 store and bulk wholesale pricing for larger purchases of sausages, meats, and grilled items.
3. Imbiss/Snack Counter Sales: Freshly prepared meals at snack counters with daily changing lunch and evening menus, including weekly specials and discounted student meal options.
4. Weekly Menu/Feierabend-Menü: Ready-to-take fresh cooked meals available from 3 PM, with daily different menu offerings and up to 25% savings.
5. Wholesale/Bulk Sales: Wholesale pricing on bulk packaging for families, BBQ events, and larger purchases at the Wurstpalast.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Vinzenzmurr is a traditional Munich butcher shop (Traditionsmetzgerei) that handcrafts and sells fresh meat, over 270 daily-produced sausage varieties, grill meat, fine foods, cheese, and ready-to-eat meals under its certified Hofgut Schwaige brand. Products are produced in its Munich-Obersendling facility using artisan methods and contract-farmer-sourced regional meat, then sold through physical Metzgerei branches, in-store snack counters, and a 24/7 self-service factory outlet called the Wurstpalast in Brunnthal.

Product overview

Vinzenzmurr is a traditional Munich butcher (Traditionsmetzgerei) operating since 1902, now in its fourth generation. The company operates a multi-category retail portfolio centered on its certified meat brand 'Hofgut Schwaige' (established 1984), offering fresh meat, over 270 types of freshly made sausages, grill meat, fine foods, cheese, and ready meals. The core product line includes specialty items like the Murroc Schwein (premium crossbred pork with Tierwohlpunkte '10+' certification) and Ochsenfleisch (premium aged beef). The company differentiates through artisan production methods, quality control with in-house laboratories, and a proprietary brand meat program. Service offerings include a 24/7 automated factory outlet ('Wurstpalast'), daily changing weekly menus for take-away, and an environmentally-friendly 'Umwelt-Box' reusable container system. The company also maintains a student discount program (Schülerkarte) and operates a career academy for career changers.

Differentiator

Problem solved

Functional benefit

Brands

• Hofgut Schwaige: Certified brand meat program featuring premium quality beef and pork from contract farmers, emphasizing controlled origin, animal welfare, and traditional craftsmanship.

Products and services

• Wurst (Sausage Products) Freshly produced sausage assortment including Weißwurst, Lyoner, Leberkäs, Salami, and various specialty sausages produced daily from Hofgut Schwaige-certified meats for Bavarian retail consumers and wholesale buyers.
• Frischfleisch (Fresh Meat) Fresh meat products under the Hofgut Schwaige brand, including beef, pork, and specialty cuts such as ox meat and Murroc pork, sourced from long-term contract farmers for Bavarian retail customers.
• Grillfleisch (Grill Meat) Quality grill meat products specifically selected and prepared for grilling, promoted via weekly bargain pricing (e.g., Tuesday Hähnchenkeule at €0.54/100g) for consumer BBQ use.
• Feinkost (Fine Foods) Daily freshly produced delicatessen items prepared from proprietary family recipes, sold in Munich-area Metzgerei branches to consumers seeking traditional Bavarian specialties.
• Käsesortiment (Cheese Assortment) Assortment of regional and international cheeses including Appenzeller, Brie, Emmentaler, Alpkäse, and Parmigiano Reggiano, retailed alongside butcher products to Munich-area consumers.
• Fertiggerichte (Ready Meals) Ready-to-eat prepared meals including Chili con Carne, Pichelsteiner Eintopf, Rindergulasch, Saure Lunge, Szegediner Gulasch, and Blaukraut, sold at Imbiss snack counters and for takeaway.
• Hofgut Schwaige (Certified Branded Meat Program) Premium certified beef and pork from long-term contract farmers meeting standards for natural feeding, animal welfare, short transport routes, and prohibition of growth promoters or preventive antibiotics; forms the certified backbone of Vinzenzmurr's fresh meat range.
• Bayerisches Murroc-Schwein (Premium Crossbred Pork) Crossbred pork from Duroc × German Land pig (or Pietrain), raised in free-range stalls with straw bedding on whole-grain feed; certified with Tierwohlpunkte '10+' (over 100 animal welfare criteria) and aged for marbled, tender, aromatic meat.
• Ochsenfleisch (Premium Aged Ox/Beef) Premium beef from carefully selected Bavarian oxen, slaughtered in-house at the abattoir, deboned, and carefully aged to ideal tenderness for superior juiciness and flavor intensity, sold through Munich-area branches.
• Wurstpalast 24/7 Factory Outlet 24/7 automated self-service factory outlet offering sausage and meat specialties, grill items, and kitchen-ready delicacies in bulk packaging at wholesale prices, located in the Brunnthal commercial area on the Lidl premises.
• Feierabend-Menü / Wochenkarte (Weekly Take-Away Menu) Daily changing freshly prepared meals available cold for takeaway from 3 PM at the Imbiss-Theken, with savings of up to 25% versus standard pricing.
• Umwelt-Box (Reusable Environmental Container) Reusable, microwaveable, dishwasher-safe container for packaging-free shopping of meat, sausage, cheese, and snack products, available for a €0.50 deposit refundable on return.

Quantifiable outcome

• Animal welfare score of '10+' in Tierwohlpunkte certification - highest possible rating with over 100 criteria measured
• +2 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature4 records

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Market position

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/c/MetzgereiVinzenzmurr
• Facebookfacebook.com/vinzenzmurrtraditionsmetzgerei
• Instagraminstagram.com/__vinzenzmurr__

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries1 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 Vinzenzmurr