Mohl

What Mohl does

Mosterei Möhl AG, trading as Möhl, is a privately held Swiss Aktiengesellschaft founded c. 1895 by Elise and Hans-Georg Möhl and headquartered in Arbon, Thurgau, on Lake Constance. The company produces and sells a portfolio of apple-based beverages — apple juices and schorles (notably SHORLEY, including the 2026-launched SHORLEY Reload functional line), craft ciders under the Möhl Cider Clan sub-brand (Straight, Easy, Juicy, Grapefruit, Red Fleshed, and Dry Hopped variants), Swizly elderflower cider (since 1995), traditional oak-barrel-aged Saft vom Fass apple wine, and a Brennmeister Möhl spirits line of fruit brandies, gins, and Straight Apple Jack. Production is built on traditional craft techniques: pressing of regional Thurgau apples, fermentation with proprietary Reinzuchthefe (house-cultivated yeast strains), aging in the largest oval Swiss oak barrels in the country (up to 21,000 liters each), and distillation in an on-site Häfeli copper pot still.

The business operates a vertically integrated, multi-channel go-to-market: a Shopify-based e-commerce shop (onlineshop.moehl.ch) shipping across Switzerland and Liechtenstein via Planzer KEP AG; a company-owned retail Getränkemarkt at the Arbon headquarters; broad placement in Swiss Getränkefachmärkte and gastronomy/horeca outlets served by a dedicated field-sales force; and the MoMö Museum experience (opened 2018), which functions simultaneously as a brand-marketing channel, education venue, and event revenue stream. Pricing is set in Swiss Francs across unit-priced beverages (DTC e-commerce, free shipping above CHF 60) and tiered experience products (museum entry at CHF 9, Mosterei tours at CHF 24, distillery tours at CHF 59, gin/rum tastings up to CHF 79, and an intensive gin workshop at CHF 99). Customer segments include individual Swiss consumers, gastronomy/horeca operators, school groups and families, and corporate/group event clients.

Recent commercial activity has emphasized product-line extensions rather than geographic or structural expansion: launches of the functional SHORLEY Reload (April 2026) and the alcohol-free Möhl Abricot alkoholfrei (March 2026, CiderWorld 2026 Gold), plus an expanding ecosystem of regional tourism partnerships (Thurgau Tourismus, Wildbiene+Partner, Saurer Museum, ArboPark, Schweizer Museumspass). The company has not raised outside capital, has no disclosed parent, and remains under family ownership and operation.

Name

Mohl

Legal name

Mosterei Möhl AG

Website

https://moehl.ch

Company type

Private

Founded year

1895

Operating status

Operating

Short description

Mosterei Möhl AG is a family-owned Swiss producer of apple juices, craft ciders, and spirits founded c. 1895 in Arbon, Thurgau, serving Swiss consumers through retail, gastronomy, e-commerce, and the on-site MoMö Museum experience.

Ownership category

akta.pro rank

Product category

Apple Beverage Production

NAICS

Beverage Manufacturing (3121), Distilleries (31214), Wineries (31213)

SIC

Beverages (2080)

akta.pro primary industry

Cider & Perry Producers & Brands (CRADAIAE)

akta.pro secondary industries

Alcohol-Free & Low-Alcohol Beer/Wine/Spirits Production (AFAFAAAJ), Producer-Owned Retail & Bottle Shops (On-site) (THAFALAL), Alcohol, Tobacco & Cannabis Inventory-led Online Retailers (CRAFADAO)

Keywords

• Apple juice production
• Craft cider brewing
• Fruit brandy distillery
• Apple wine aging
• Artisanal beverage manufacturing

Headquarters

HQ city

Arbon

HQ country

Switzerland

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales (Beverages): Core revenue from producing and selling apple juices, ciders, apple wines, and spirits through retail, gastronomy, and direct online sales. Products include Apfelsäfte & Schorlen (e.g., SHORLEY), Apfelweine & Cider (e.g., Möhl Cider Clan, Swizly, Saft vom Fass), and Spirituosen (e.g., Brennmeister Möhl brand). Sold via own e-commerce (onlineshop.moehl.ch), beverage retail markets, gastronomy partners, and the on-site beverage market in Arbon.
2. Museum Experience & Tours: Revenue from museum admissions (CHF 9 entry), guided Mosterei (pressery) tours (CHF 24 adults / CHF 7 children), distillery tours (CHF 59), and tastings (gin, rum, whisky, cider). Additional revenue from on-site gastronomy (café, bar, regional food) and the on-site juice shop (Souvenirladen).
3. Event & Group Bookings: Revenue from organized group events, corporate outings, and educational school visits. Includes group tasting packages, Genusstag (full-day tasting events), and children's programs (apple pressing, bee hotel building).

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

Mosterei Möhl AG produces and sells apple-based beverages from its headquarters in Arbon, Thurgau, Switzerland. Its commercial portfolio comprises apple juices and schorles (SHORLEY line), modern craft ciders (Möhl Cider Clan), the Swizly elderflower cider, traditional barrel-aged apple wine (Saft vom Fass), and the Brennmeister Möhl spirits range (fruit brandies, gin, Old Tom Gin, Apple Jack). The company also operates the MoMö Museum, the Swiss cider and distillery museum, offering tours, tastings, group programs, and educational experiences.

Product overview

Möhl is a Swiss family-owned cider and apple juice company with over 130 years of history, offering apple juices, sparkling apple wines (ciders), and distilled spirits. The product portfolio includes: apple juices and schorles under SHORLEY; craft ciders under Möhl Cider Clan (Straight, Easy alcohol-free, Juicy, Grapefruit, Red Fleshed, Dry Hopped variants); Swizly Swiss cider; barrel-aged Saft vom Fass apple wine; and Brennmeister Möhl spirits (fruit brandies, gin, Old Tom Gin, Apple Jack). The company also operates the MoMö Museum as an experience center and sells branded merchandise.

Differentiator

Problem solved

Functional benefit

Brands

• Cider Clan: Premium cider brand featuring multiple varieties including Straight Apple Cider, Easy Apple Cider, Juicy Apple Cider, and Grapefruit Apple Cider
• SHORLEY
• Swizly
• Saft vom Fass
• Brennmeister Möhl
• Möhl Abricot

Products and services

• SHORLEY Apple juice and apple schorle (sparkling apple juice) product line made from Swiss apples, marketed as a daily refreshment under the SHORLEY brand.
• SHORLEY Reload Functional apple juice beverage combining Swiss apples with Pink Grapefruit and PASSUGGER mineral water, fortified with magnesium and zinc for active everyday consumers.
• Möhl Cider Clan Craft cider sub-brand featuring multiple variants (Straight Apple Cider, Easy Apple Cider, Juicy Apple Cider, Grapefruit Apple Cider, Red Fleshed Apple Cider, Dry Hopped Apple Cider), each associated with a character from regional apple farming.
• Swizly Cider Original Swiss cider brand since 1995 featuring apple cider with elderflower syrup; product range includes Swizly Original, Swizly Spritz, and the Grizly mix format.
• Saft vom Fass (Apple Wine from the Barrel) Traditional apple wine served from the barrel, aged three months in Swiss oak barrels from Thurgau forests, available in alcoholic and alcohol-free versions.
• Brennmeister Möhl Spirits Premium spirits line including fruit brandies (Kirsch, Williams, Zwetschgen, Golden), gin variants (Haus Gin, Old Tom Gin) blended via the Three-Gin Vermählung process, and Straight Apple Jack aged in Texas oak barrels.
• Möhl Abricot alkoholfrei Alcohol-free cider combining Thurgau apples with Walliser apricots, cold-hopped for aromatic depth; positioned as a refreshing alcohol-free summer drink; won Gold at CiderWorld 2026 in the Non-Alcoholic Ciders category.
• MoMö Museum Experience Swiss cider and distillery museum (MoMö) in Arbon providing interactive exhibits, orchard visits, tastings, distillery tours, children's programs, and event hosting, alongside an on-site juice shop (Saftladen) and gastronomy.
• Möhl Branded Merchandise (Fanartikel) Branded merchandise including stoneware cups, ceramic jugs, Cider Clan hoodies, shirts, flasks, caps, enamel signs, and the book 'Baummord' about Swiss apple tree removal actions.

Quantifiable outcome

• Möhl Abricot alkoholfrei won Gold at CiderWorld 2026 in the Non-Alcoholic Ciders category — competing against over 50 producers from 14 countries with 120 products

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Nine partnerships are on record, tiered minor.

• Thurgau TourismusminorGTM or Marketing PartnerMöhl partners with Thurgau Tourismus for the Möhl Cider Bike Tour, a cycling route through the Thurgau orchard region that starts and ends at the MoMö museum. The route is downloadable via the Thurgau Bodensee website. This partnership drives regional tourism and positions Möhl as a destination brand.
• Wildbiene+Partner (wildbieneundpartner.ch)minorStrategic or Co-development PartnerMöhl collaborates with Wildbiene+Partner to create a wild bee educational trail (Wildbienenlehrpfad) in the MoMö orchard. The partnership supports biodiversity education and creates experiential content for the museum's outdoor areas. The initiative teaches visitors about the importance of wild bees for apple pollination.
• Saurer MuseumminorGTM or Marketing PartnerThe Saurer Museum in Arbon (Swiss engineering and machinery museum) is cross-promoted as a regional attraction near MoMö. This partnership expands the day-trip offering for visitors to the Arbon area, creating a complementary cultural experience.
• ArboParkminorGTM or Marketing PartnerArboPark (Switzerland's largest indoor adventure park, 10 minutes from Arbon train station) is cross-promoted as a regional partner. This partnership targets families visiting the area, complementing the MoMö experience.
• Obstsortensammlung RoggwilminorStrategic or Co-development PartnerThe fruit variety collection in Roggwil (featuring 400+ apple varieties) is a 10-minute walk from MoMö. Möhl promotes visits to this site as part of the overall 'Apfelparadies' (apple paradise) experience. The collection is referenced in educational materials for school groups.
• Schweizer MuseumspassminorGTM or Marketing PartnerMoMö is a partner of the Swiss Museum Pass, allowing pass holders free or discounted entry to the museum. This partnership drives visitor traffic from the museum pass holder community.
• VMS (Verband der Museen der Schweiz)minorGTM or Marketing PartnerMoMö museum is a member of the Association of Swiss Museums (VMS), which provides network benefits, quality standards, and cross-promotion through the VMS platform.
• Raiffeisen MemberPlusminorGTM or Marketing PartnerRaiffeisen bank members with MemberPlus status receive free admission to the MoMö museum. This partnership drives museum visits from the Raiffeisen customer base and provides a member benefit.
• Oskar – Die Ostschweizer GästekarteminorGTM or Marketing PartnerOskar is the Eastern Switzerland guest card offering discounts and free services at regional attractions including the MoMö museum. Möhl participates as a partner attraction in this regional tourism initiative.

Scale indicators5 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Heineken N.V. Global brewer and owner of Strongbow, Old Mout, and Stassen. Relevant as a broad incumbent competing with Möhl in cider horeca and retail through global distribution and marketing spend.
• Feldschlösschen Getränke AG: Switzerland's largest brewery and beverage group (Carlsberg-owned). Competes with Möhl in Swiss horeca and retail channels across beer, cider, and soft drinks, but Möhl is a much more specialized craft counterpart.
• C&C Group plc: Owner of Bulmers, Magners, and Tennent's — large international cider and beverage platform. Relevant as a benchmark for scaled cider economics and competitive pressure in on-premise channels.

Regional players

• Cidre Bouché: French craft cidre producer based in Normandy with strong regional brand and tradition. Comparable to Möhl on small-batch craft cidre production, but operates in a different geography (France) with distinct distribution channels.
• Domaine Dupont: Normandy-based producer of premium artisanal cidre, pommeau, and Calvados. Comparable to Möhl on craft credentials, cider-to-spirits portfolio, and tourism/distillery experience, though focused on the French market.

Direct peers

• Thatchers Cider: Multi-generational family-owned UK craft cider producer. Closely comparable to Möhl on heritage-driven craft positioning, single-region fruit sourcing, and on-site visitor experience at Myrtle Farm.
• Ramseier Suisse AG: The leading Swiss cider and apple juice producer and Möhl's most direct domestic competitor. Comparable in product category (cider and juice) and geography, but operates at significantly larger scale with mass-market distribution.
• Aspall: Family-owned Suffolk cider maker (founded 1728) producing premium craft cider and cyder-based spirits. Comparable to Möhl on heritage brand, craft positioning, and cider-to-spirits brand extension.
• Westons Cider: Family-owned UK cider producer (founded 1880) with a visitor centre, traditional craft methods, and a broad cider and spirits portfolio. Comparable to Möhl on heritage, experiential tourism, and multi-category beverage production.
• Stassen SA: Belgian cidre producer with a long heritage and international export reach. Comparable to Möhl on traditional apple/cidre production and family-ownership heritage, though it operates at larger scale across multiple European markets.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/mostereimohel
• Instagraminstagram.com/mosterei_moehl
• LinkedInlinkedin.com/company/mostereimoehl

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Mohl