Augustiner-Brau

What Augustiner-Brau does

Augustiner-Bräu Wagner KG is Munich's oldest private brewery, founded in 1328 by Augustinian monks and continuously operated as a private brewery since Anton Wagner acquired it in 1829 following 1803 secularization. All production has taken place at the company's Landsberger Straße facility in Munich since 1884, with brewing water drawn from the company's own 230-meter deep well and malt produced in an on-site Tennenmälzerei (barn malting plant) — both rare capabilities among Munich's six traditional breweries. The product line is anchored on Bavarian lagers brewed under the Reinheitsgebot of 1487, including flagship Augustiner Lager, Augustiner Edelstoff, and the seasonal Wiesn-Edelstoff (Oktoberfest Märzen) brewed at original gravity ≥13.5% and ~6% ABV.

The company generates revenue through three principal streams. First, beer distribution to a captive network of 100+ Augustiner-branded restaurants and beer gardens across Germany, Austria and Italy, supplemented by specialist retail channels. Second, the Augustiner Festhalle tent at the Munich Oktoberfest, where the brand serves beer exclusively from handmade ~200-liter oak Hirschen barrels produced at the Gut Freiham workshop — a tradition unique among the festival's six permitted breweries. Third, branded merchandise sold through an on-site souvenir shop. Since 1996, the Edith-Haberland-Wagner Foundation has held majority ownership, routing more than half of the brewery's proceeds into charitable activities including monument restoration, the Gut Freiham project, and community initiatives across Munich, Austria and Italy.

Customer concentration is moderate and broadly distributed across the hospitality and retail channels, with the Oktoberfest Festhalle, the flagship Munich restaurants (Augustiner Stammhaus, Augustiner Keller, Hirschgarten), and five Bavarian depots representing the largest revenue anchors. Technology is centered on traditional craft processes complemented by a combined heat and power plant, photovoltaic generation, and EMAS/ISO 14001/Ökoprofit environmental management certifications, with formal training partnerships at Krones AG (industrial mechanics) and Siemens AG (automation) underpinning workforce development.

Name

Augustiner-Brau

Legal name

Augustiner-Bräu Wagner KG

Website

https://augustiner-braeu.de

Company type

Private

Operating status

Operating

Headcount range

101–250 employees

Short description

Munich's oldest private brewery (founded 1328), producing traditional Bavarian beer under the Reinheitsgebot using its own malt and 230-meter deep well water, distributing through 100+ branded restaurants across Germany, Austria and Italy, and serving Oktoberfest from handmade oak barrels.

Ownership category

akta.pro rank

Product category

Brewery / Traditional Bavarian Beer

NAICS

Breweries (31212), Breweries (312120)

SIC

Malt Beverages (2082), Beverages (2080)

akta.pro primary industry

Beer Brewing & Craft Brewing (AFAFAAAA)

akta.pro secondary industries

Beer Brewing & Brands (CRADAIAA), Regional & National Breweries (THAFALAD)

Keywords

• Traditional Bavarian brewery
• Beer manufacturing
• Oktoberfest beer
• Wooden barrel serving
• Reinheitsgebot brewing

Headquarters

HQ city

Munich

HQ country

Germany

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Beer Sales: Augustiner-Bräu generates revenue primarily through the sale of its traditional Bavarian beers including lager, Edelstoff, wheat beer, and seasonal Oktoberfest beer through direct distribution to restaurants, beer gardens, and retail outlets
2. Hospitality (Restaurants and Beer Gardens): The company operates or supplies numerous traditional restaurants and beer gardens throughout Germany, serving beer directly to consumers
3. Souvenir Sales: Sale of Augustiner branded merchandise including beer glasses, traditional clothing, and accessories through the company's own shop

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Augustiner-Bräu Wagner KG brews and sells traditional Bavarian beers, including Augustiner Lager, Augustiner Edelstoff, and the seasonal Wiesn-Edelstoff (Oktoberfest beer), using regional raw materials and water from the company's own 230-meter deep well, brewed in accordance with the 1487 Bavarian Purity Law (Reinheitsgebot). The company also operates a network of over 100 branded restaurants and beer gardens across Germany, Austria, and Italy, serves beer at the Augustiner Festhalle during Munich Oktoberfest, and sells branded souvenirs (beer glasses, apparel, accessories) through its on-site shop.

Product overview

Augustiner-Bräu Wagner KG is Munich's oldest private brewery (founded 1328) offering a portfolio centered on traditional Bavarian beers brewed according to the Reinheitsgebot. The core product line includes Augustiner Lager, Augustiner Edelstoff, and the seasonal Wiesn-Edelstoff served exclusively from wooden barrels at Oktoberfest. Beyond beer production, the company operates the Augustiner Festhalle at Oktoberfest and a network of branded restaurants and beer gardens across Germany, Austria, and Italy. The company also markets a line of souvenirs including traditional beer glasses, apparel, and accessories featuring Augustiner branding.

Differentiator

Problem solved

Functional benefit

Products and services

• Augustiner Lager Traditional Bavarian lager beer brewed according to the German Reinheitsgebot (beer purity law of 1487), made with regional ingredients including water from the company's own 230-meter deep well. Targeted at consumers and hospitality partners seeking authentic Munich beer.
• Augustiner Edelstoff Premium Bavarian lager known for its outstanding quality, positioned as a flagship product of the brewery. Brewed in line with the Reinheitsgebot using regional ingredients and 230-meter deep well water.
• Wiesn-Edelstoff (Oktoberfest Beer) Special Märzen-style beer brewed exclusively for the Munich Oktoberfest, with an original gravity of at least 13.5% and approximately 6% alcohol by volume. Served exclusively from handmade 200-liter oak wooden barrels (Hirschen) at the Augustiner Festhalle and at partner tents. Available to specialist retailers for off-premise sale.
• Augustiner Festhalle at Munich Oktoberfest Augustiner's festival hall (Festhalle) at the Munich Oktoberfest, famous for serving Wiesn-Edelstoff exclusively from traditional wooden barrels. Operated for the duration of Oktoberfest to provide on-premises consumption of Augustiner beer to the festival's approximately 6 million annual visitors.
• Augustiner Restaurant and Beer Garden Network Network of traditional Bavarian restaurants and beer gardens that serve Augustiner beer on draft, including flagship venues such as Augustiner Stammhaus, Augustiner am Dom, Augustiner Keller, Augustiner Klosterwirt, and Hirschgarten. Targeted at consumers seeking an authentic Munich beer garden and dining experience.
• Augustiner Beer Glasses and Mugs Traditional Augustiner-branded drinking vessels including Willi Becher, diamond cups, wheat beer glasses, Minster tulips, Frankonia cups, Deutschherrenseidel, Isarseidel, and stone jugs with or without pewter lids. Targeted at consumers and visitors seeking branded drinkware and memorabilia.
• Augustiner Textiles and Apparel Augustiner-branded apparel including T-shirts, hoodies, polo shirts, traditional Bavarian shirts, and dirndl blouses in a range of sizes. Targeted at visitors and consumers seeking traditional Munich/Bavarian clothing with Augustiner branding.
• Augustiner Accessories and Souvenirs Miscellaneous Augustiner-branded souvenirs including playing cards, umbrellas, parasols with umbrella stands, flags, and writing tablets. Targeted at consumers and visitors seeking branded memorabilia of Munich and the Augustiner brand.
• Augustiner Brewing Spouts (Brauerstutzen) Traditional Augustiner brewing spouts (Brauerstutzen) in 0.3 liter packs, featuring various anniversary designs from different years. Targeted at collectors and consumers interested in brewery memorabilia.

Quantifiable outcome

• Serving beer from wooden barrels since 1328
• +1 more outcomes

Named customers16 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Four partnerships are on record, tiered minor and core.

• Krones AGminorOthersTraining partnership for industrial mechanic apprenticeships. A large part of practical training takes place at Krones in Rosenheim, where apprentices learn about industrial equipment and machinery used in brewing and packaging operations.
• Siemens AGminorOthersTraining partnership for electronics technician for automation technology apprenticeships. Practical training takes place at Siemens in Munich, where apprentices learn about automation systems, PLC control programming, and electronic systems used in brewery operations.
• Regional Barley and Hop FarmerscoreOthersLong-term direct contracts with regional barley and hop farmers ensure low CO2 emissions from raw material transport and support farmers in the region. Augustiner produces its own malt from regionally produced malting barley in their own barn malting plant.
• Münchner Stadtwerke / Green Electricity SupplierminorOthersSince 2020, external electricity required has been purchased as green electricity, supporting Munich's renewable energy infrastructure.

Scale indicators6 records

Recent moves9 records

Expansion highlights5 records

Broad incumbents

• Bitburger Brauerei: One of Germany's largest privately-owned brewery groups. Comparable as a family/foundation-controlled large regional German brewer with national distribution and traditional positioning.
• Krombacher Brauerei: One of Germany's largest privately-held brewers with strong sustainability credentials. Comparable as a private, family-influenced German brewery competing for premium positioning in the national market.
• Radeberger Gruppe: Germany's largest private brewery group, owned by the Oetker family. Broader portfolio of regional German beer brands; relevant peer for scale, private ownership structure, and multi-brand German distribution model.
• Anheuser-Busch InBev Germany: Global brewer owning multiple German beer brands. Relevant broad incumbent peer for the German mass-lager competitive set, though operating at materially greater scale and with very different ownership structure.

Regional players

• Erdinger Weissbräu: Germany's largest privately-owned wheat-beer brewery, based near Munich. Comparable as a large privately-held German regional brewery focused on traditional Bavarian styles, though it is not an Oktoberfest-permitted brewery.

Direct peers

• Paulaner Brauerei Gruppe: One of the six official Munich Oktoberfest breweries. Direct peer with overlapping Bavarian wheat/lager portfolio and comparable on-premise and retail distribution channels across Germany.
• Hacker-Pschorr Bräu: Munich's fifth official Oktoberfest brewery with the Hacker-Festhalle tent. Closely comparable traditional Bavarian brewery with similar heritage positioning and a branded beer garden network.
• Hofbräuhaus München: Direct Munich peer — one of the six official Oktoberfest breweries operating the Hofbräu-Festhalle tent at Oktoberfest. Comparable traditional Bavarian brewery with similar on-premise distribution and tourism-driven brand exposure.
• Weihenstephan Brewery: World's oldest continuously operating brewery (founded 1040), located in Freising near Munich. Highly comparable traditional Bavarian brewery heritage, Reinheitsgebot positioning, and similar regional brand prestige.
• Spaten-Löwenbräu-Gruppe: Munich brewery group combining Spaten and Löwenbräu — both of which are official Oktoberfest breweries (Spaten-Franziskaner and Löwenbräu-Festhalle). Most direct peer set in terms of Munich beer-garden heritage and Oktoberfest presence.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Augustiner-Brau