Maisel & Friends

What Maisel & Friends does

Maisel & Friends is the craft beer brand operated by Brauerei Gebr. Maisel GmbH & Co. KG, a family-owned Bavarian brewery founded in 1820 and headquartered in Bayreuth, Germany. The company spans four generations of brewing tradition and produces a portfolio of more than 100 SKUs organized into Session beers (hop-forward IPAs including Urban IPA, West Coast IPA, Pale Ale, IPA, Weizen IPA), Signature beers (premium 0.75L sharing bottles including Bavaria Ale, India Ale, Chocolate Bock), Limited Edition Artbeer series (street-art/brewing collaborations), barrel-aged and Irish-style lines, vegan options, and non-alcoholic variants. Core technology rests on Reinheitsgebot-compliant brewing using Fichtelgebirgs water and proprietary top-fermented ale yeast from in-house pure breeding (eigene Reinzucht), supplemented by specialized techniques for Hazy IPAs and barrel aging.

The business model is multi-vertical and hybrid. Revenue is generated through (1) direct-to-consumer e-commerce via maiselandfriends.com with nationwide DHL shipping, (2) retail and gastronomy wholesale distribution across Germany, (3) on-site consumption at the Liebesbier restaurant and bar in Bayreuth, (4) accommodation at the Liebesbier Urban Art Hotel decorated by 50+ international street artists, (5) a multi-venue Conference Center offering B2B event hosting with catering and accommodation packages, (6) experiential revenue from beer tastings, adventure tours, Maisel's Beer Adventure World museum, and proprietary festivals (Craft Brewer Festival, Home Brew, Arts & Crafts), and (7) spirits (Liebesbier Hopfen Gin) and branded merchandise. Pricing is volume-based unit pricing with multi-bottle discounts (€1.29-€5.49 per bottle range) and free shipping above €79. Primary customer segments are German craft beer enthusiasts, beer tourists visiting the Bayreuth destination, corporate event planners, gastronomy and retail trade partners, and art/culture enthusiasts drawn to the street-art positioning.

Name

Maisel & Friends

Legal name

Brauerei Gebr. Maisel GmbH & Co. KG

Website

https://maiselandfriends.com

Company type

Private

Founded year

1887

Operating status

Operating

Headcount range

101–250 employees

Short description

Maisel & Friends is a German craft brewery and hospitality operator, producing hop-forward IPAs and a street-art-limited Artbeer series in Bayreuth, distributing nationwide via DTC e-commerce, retail, and on-site restaurant, hotel, conference, and museum venues.

Ownership category

akta.pro rank

Product category

Craft Beer Brewing

NAICS

Breweries (31212), Beer, Wine, and Liquor Retailers (445320), Drinking Places (Alcoholic Beverages) (7224), Beer, Wine, and Distilled Alcoholic Beverage Merchant Wholesalers (4248)

SIC

Malt Beverages (2082), Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180), Retail-Eating & Drinking Places (5810)

akta.pro primary industry

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

akta.pro secondary industries

Spirits/Cocktail Bars Operated by Producers (THAFALAJ), Beer, Brewery & Craft Beverage Tastings (THAJAGAE), Beer, Wine & Spirits Wholesale Distribution (CRAOAIAA), Craft Beer Retail & Bottle Shops (Off-Premise) (CRANAAAC)

Keywords

• Craft beer brewing
• Beer distribution
• Brewery hospitality
• Craft beer retail
• Brewery event venue

Headquarters

HQ city

Bayreuth

HQ country

Germany

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Beer Sales: Direct-to-consumer beer sales through owned e-commerce and physical retail distribution across Germany. Products include Session beers, Signature beers, Limited editions, Barrel aged, Irish beers, Art of brewing, and Vegan options. Volume-based pricing with tiered discounts.
2. Merchandise and Glassware: Sale of branded merchandise including pint glasses, tasting glasses, bottles, openers, apparel, and accessories through online shop
3. Hotel and Gastronomy: Liebesbier Urban Art Hotel accommodation and Liebesbier restaurant/bar operations. Liebesbier offers the biggest selection of beers in Bayreuth. Hotel features 50+ street artists decorated rooms.
4. Conference Center and Events: Venue rental for meetings, conferences, seminars, and private events (weddings, corporate events, concerts) including full catering and event management services
5. Experiential Tourism: Beer tastings, adventure tours, festival tickets, and Maisel's Beer Adventure World museum visits at Bayreuth brewery location
6. Spirits and Non-Alcoholic Beverages: Sale of Liebesbier Hopfen Gin and other spirits, along with non-alcoholic beers and Brauerlimo (brewer's lemonade)

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels6 records

Core offering

Maisel & Friends manufactures, markets, and distributes a portfolio of craft beers (Session, Signature, Limited Edition Artbeer, Barrel Aged, Irish, and Vegan styles) along with branded spirits (Liebesbier Hopfen Gin), glassware, and merchandise. Distribution combines a direct-to-consumer e-commerce shop shipping throughout Germany via DHL, nationwide retail and gastronomy wholesale, on-site experiential offerings at the Bayreuth brewery, the Liebesbier Urban Art Hotel, Liebesbier Restaurant & Bar, and a multi-venue Conference Center supporting tastings, tours, festivals, and corporate or private events.

Product overview

Maisel & Friends is a German craft beer brand operated by Brauerei Gebr. Maisel GmbH & Co. KG in Bayreuth, representing over 200 years and four generations of brewing tradition. The product portfolio centers on craft beer specialties organized into three main tiers: Session Beers (hoppy, moderate-alcohol IPAs including Urban IPA, West Coast IPA, Pale Ale, IPA, and Weizen IPA), Signature Beers (premium 0.75L bottles of international beer style interpretations including Bavaria Ale, India Ale, and Chocolate Bock), and Limited Edition Artbeer Series (collaborative street art/brewing projects with international artists in Hazy IPA, Juicy IPA, and Sour Ale styles). The company also offers spirits (Liebesbier Hopfen Gin), operates an e-commerce online shop, and provides hospitality experiences including the Liebesbier Urban Art Hotel, Liebesbier Restaurant & Bar, Conference Center, beer tastings, adventure tours, and festivals. The ecosystem includes multiple sub-brands: Maisel's Weisse (wheat beers), Bayreuther Bierbrauerei (traditional Franconian beers), Bayreuther Brauhaus ( Bavarian specialties), Weismainer Brauerei (Franconian beers since 1798), and Liebesbier (urban art hotel and gin).

Differentiator

Problem solved

Functional benefit

Brands

• Maisel's Weisse: Traditional wheat beer brand from Brauerei Gebr. Maisel
• Artbeer
• Urban IPA
• Liebesbier
• Maisel & Friends
• Weismainer Brauerei

Products and services

• Session Beers (Product Line) A product line of hoppy, flavor-forward craft beers with moderate alcohol content, featuring American IPA styles including Urban IPA, West Coast IPA, Pale Ale, India Pale Ale, and Weizen IPA. Sold in 0.33L bottles through the Maisel & Friends online shop and retail channels across Germany.
• Signature Beers (Product Line) Modern interpretations of international beer styles brewed in collaboration with friends, presented in 0.75L sharing bottles. Includes Bavaria Ale, India Ale, and Chocolate Bock marketed as premium craft offerings.
• Artbeer Series (Limited Edition) A limited-edition series combining street art and brewing craft, where internationally renowned street artists design labels for collaboratively created beers. Includes Hazy IPAs, Juicy IPAs, Imperial IPAs, Hoppy Strong Ales, and Strong Sour Ales across numbered editions Artbeer #1 through Artbeer #8.
• Urban IPA American IPA with citrus and grapefruit notes at 5.6% ABV, featuring Cascade hops. Sold as the lead Session Beer and recognized as World Beer Awards 2025 Germany Winner.
• Urban IPA Non-Alcoholic Non-alcoholic version of Urban IPA (<0.5% ABV) preserving the full hoppy character with peach, mirabelle, and mango notes. Recognized as World Beer Awards 2025 Germany Winner and Brussels Beer Challenge 2024 Silver.
• West Coast IPA Modern West Coast style IPA at 6.6% ABV with tropical fruit notes (mango, passion fruit) and pine aromas. Winner of World Beer Awards 2024 Germany Gold and Brussels Beer Challenge 2025 Bronze.
• India Pale Ale (IPA) Classic American IPA at 6.3% ABV, crisply bitter with intense grapefruit and citrus aromas, featuring Ahtanum and Cascade hops. Recognized as World Beer Awards 2020 Country Winner and Meininger Craft Beer Award 2022 Gold.
• Pale Ale American Pale Ale at 5.2% ABV with citrus and passion fruit notes, featuring Chinook, Amarillo, Simcoe, Citra, and Herkules hops. European Beer Star 2020 Silver and World Beer Award 2022 Bronze recipient.
• Weizen IPA A crossover beer combining American IPA with Bavarian wheat beer at 6.0% ABV, featuring tropical fruit notes of pineapple, lime, citrus, mango, and banana. Meininger Craft Beer Award 2021 Gold and European Beer Star 2021 Bronze winner.
• Maisel & Friends Online Shop German-language e-commerce storefront selling Maisel & Friends beers, spirits, glassware, merchandise, and gift sets with nationwide DHL delivery (free shipping above €79) and breakage-proof packaging.
• Liebesbier Hopfen Gin Unique hop-infused gin bottled at 45% ABV in 0.7L format, featuring Saphir green hops and a refreshing minty note. Label artwork created by Berlin street artist Vidam.
• Liebesbier Urban Art Hotel Worldwide unique boutique hotel in Bayreuth town center decorated by over 50 international street artists with individual wall paintings on facades, interior spaces, and all hotel rooms, including gym/fitness center and sauna amenities.
• Liebesbier Restaurant & Bar Restaurant and bar in Bayreuth town center offering the biggest beer selection in the city, with freshly tapped beers and a curated bottled beer portfolio.
• Conference Center Six-venue event complex (Callista, Brausaal, Brennerei/Abfüllerei, The Lab, Tasting room, Broadcast-Studio) hosting corporate meetings, seminars, weddings, and private celebrations with full Liebesbier catering and Liebesbier Urban Art Hotel accommodation packages.
• Beer Tastings Professional beer tastings led by beer sommeliers covering beer types, flavors, and history. Available at the Bayreuth brewery or online, with dedicated group and corporate formats.
• Adventure Tours Guided tours of Maisel's Beer Adventure World museum featuring historic brewing technology, plus historic town center tours of Bayreuth led by themed guides.
• Maisel & Friends Festivals Proprietary festivals including Craft Brewer Festival, Home Brew Bayreuth, and Arts & Crafts Festival, combining brewing craft with cultural programming.
• Glassware and Branded Merchandise Branded beer glassware (pint glasses, tasting glasses, specialty glasses) and merchandise including clothing, bags, bottle openers, bar mats, and tasting boards, sold through the Maisel & Friends online shop.
• Artbeer #8 Lobster Robin (Hazy IPA) Hazy IPA at 6.0% ABV developed in collaboration with Belgian street artist Lobster Robin, featuring tropical notes of peach and passion fruit and hops Krush, Mosaic, Simcoe, and Citra. Label artwork in Lobster Robin's signature colorful illustration/graffiti style.
• THE ART OF FRIENDS Gift Set Gift set bundling three Signature beers — Bavaria Ale, India Ale, and Chocolate Bock — in 0.75L bottles featuring artwork by various street artists, priced as a single merchandise bundle in the Maisel & Friends online shop.

Quantifiable outcome

• Over 100 beer varieties available including 100+ from partner breweries
• +2 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

13 partnerships are on record, tiered minor and core.

• SibeeriaminorStrategic or Co-development Partner · 1 January 2024Collaboration on Via Carolina Cold IPA - an exceptional cold IPA with a hint of smoke. Sibeeria is a Czech craft brewery known for experimental beers. This limited edition was available in the Maisel & Friends online shop.
• Lobster RobincoreStrategic or Co-development PartnerBelgian artist known for colorful artwork blending illustration and graffiti. Collaborated on Artbeer #8 Lobster Robin - a Hazy IPA. The artist's signature style appears on the beer label.
• LEDANIAcoreStrategic or Co-development PartnerColombian artist, one of the most prominent voices in Latin American graffiti scene. Collaborated on Artbeer #7 LEDANIA - a Hazy IPA inspired by diversity of people and cultures. Has created murals on Maisel & Friends brewery premises.
• SUTOSUTOcoreStrategic or Co-development PartnerHamburg artist duo (Susanne Dallmayr and Thomas Koch) working with various materials and techniques. Collaborated on Artbeer #6 SUTOSUTO - a Hazy IPA. Created sculpture 'Biertaucher' on brewery premises in 2023.
• Super A (Stefan Thelen)coreStrategic or Co-development PartnerDutch artist known for transforming familiar iconography into imaginative, colorful artworks. Collaborated on Artbeer #5 Super A - a Hazy IPA. Also designed artwork for Liebesbier Urban Art Hotel exterior.
• ELLEcoreStrategic or Co-development PartnerBrooklyn-born street artist, one of the most sought-after women in the scene. Collaborated on Artbeer #4 ELLE - a Juicy IPA. Decorated two hotel rooms, one exterior wall, and an old wooden door at Liebesbier Urban Art Hotel.
• Hera (Jasmin Siddiqui)coreStrategic or Co-development PartnerGerman artist (part of HERAKUT duo with Akut), one of the most influential women in street art. Collaborated on Artbeer #3 Hera - a Strong Sour Ale. Curated Liebesbier Urban Art Hotel and created worldwide murals.
• StoheadcoreStrategic or Co-development PartnerBerlin artist known for calligraphic graffiti style. Collaborated on Artbeer #2 - an Imperial IPA.
• Case MaclaimcoreStrategic or Co-development PartnerGerman street artist. Collaborated on Artbeer #1 - a Hoppy Strong Ale, first Artbeer in the series launched in 2018.
• VidamminorStrategic or Co-development PartnerBerlin-based street artist who created the label artwork for Liebesbier Hopfen Gin.
• Thomas WenkminorStrategic or Co-development PartnerLiebesbier managing director who co-developed the Liebesbier Hopfen Gin concept with a friend/restaurant operator.
• Weismainer BrauereiminorOthersFranconian brewery since 1798. Their beers are sold through the Maisel & Friends online shop alongside their own products.
• Bayreuther Bierbrauerei AGminorOthersBrewery whose products (AKTIEN Zwick'l, AKTIEN Landbier) are sold through the Maisel & Friends online shop. Same location as Brauerei Gebr. Maisel at Hindenburgstraße 9.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Stone Brewing: US craft brewery (now under Sapporo ownership) known for hop-forward IPAs, bold branding and brewery-anchored restaurants/lodging. Comparable to Maisel & Friends on IPA-led craft identity, on-site brewery-destination venues, and limited-release/specialty brand strategy.
• Crew Republic: Munich-founded craft brewery with a hop-forward portfolio of IPAs, lagers and seasonal specials plus its own brewpub. Shares Maisel & Friends' German craft positioning, award-winning hop-forward SKUs, and integrated brewpub experience.
• Weihenstephan: Bavarian brewery widely cited as one of the world's oldest, with a portfolio spanning traditional hefeweissbier, lagers and craft specialties plus a brewery campus with restaurant and visitor offerings. Directly comparable to Maisel & Friends on German heritage brewing, multi-generational brand, broad SKU range, and integrated on-site gastronomy.
• BrewDog: Globally scaling craft brewer with broad SKU portfolio, limited-edition collaborations, brewery hotels and DTC e-commerce. Comparable to Maisel & Friends on craft positioning, limited/collaboration drops, integrated brewery hospitality, and direct-to-consumer retail.
• Bayerischer Bahnhof: Leipzig craft brewery known for experimental and hop-forward styles (sours, IPAs, barrel-aged) plus an integrated brewpub. Matches Maisel & Friends' positioning around German craft innovation, limited releases, and on-site gastronomy experience.
• Schneider Weisse: Munich-based wheat beer specialist with a strong Reinheitsgebot-aligned craft identity, multiple weisse varieties, and on-premise Schneider Bräuhaus venues. Comparable to Maisel & Friends on Bavarian wheat-beer heritage, premium craft positioning, and brewpub/hospitality tie-ins.
• Kehrwieder Brauerei: Hamburg craft brewery focused on hop-forward styles (IPAs, pale ales, sours) and collaboration-led limited releases. Comparable to Maisel & Friends on German craft identity, contemporary IPA-led portfolio, and limited/seasonal SKU strategy.

Broad incumbents

• Paulaner: One of Munich's 'big six' breweries with broad national/international distribution of weissbier, lagers and craft-adjacent SKUs plus brewpub/Loßmeisterei venues. Comparable incumbent to Maisel & Friends across Bavarian wheat-beer culture, multi-brand portfolio, and brewery-anchored hospitality.
• Augustiner-Bräu: Munich's largest independent traditional brewery, supplying kegs to the city's beer halls and a wider range of retail SKUs. Overlaps Maisel & Friends on multi-generation Bavarian brewing tradition, on-premise gastronomy channels, and emphasis on Reinheitsgebot compliance.
• Hofbräu München: State-Bavarian-affiliated brewery operating the iconic Hofbräuhaus beer hall plus broader beer distribution and merchandise. A larger incumbent that overlaps Maisel & Friends on Bavarian brewing heritage, on-site gastronomy, and tourism-driven brand experience, but at significantly greater scale and with a mass-market portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/maisel_friends
• LinkedInlinkedin.com/company/maisel-and-friends

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 Maisel & Friends