Hasseröder
Hasseröder Brauerei GmbH is a German brewery in Wernigerode, Harz region, producing premium pilsner and adjacent beer SKUs at ~470 million bottles/year, operating as a wholly-owned subsidiary of Anheuser-Busch InBev and serving mass-market German consumers via retail, Amazon, and on-site brewery tours.
- Company typePrivate
- Founded1872
- HeadquartersWernigerode, Germany
- Headcount251–500
- GTM typeB2C
- OfferingHardware or Manufacturing
What Hasseröder does
Hasseröder Brauerei GmbH is a German brewery headquartered at Auerhahnring 1, 38855 Wernigerode, in the Harz region, with 251-500 employees and a brewing capacity of approximately 470 million bottles per year (~1.3 million liters per day across two production lines) following its 1997 relocation into one of the most energy-efficient and modern production facilities in Europe (energy use 87.33 MJ/hl, water use 2.85 hl/hl, both below German industry averages). The company produces a heritage-anchored beer portfolio including the flagship Hasseröder Premium Pils (19 DLG gold medals since 1992), Premium Export, Hasseröder Vier, Hasseröder Schwarz, Hasseröder Radler, and Hasseröder Naturradler, alongside the PerfectDraft home-draft system.
The business is a wholly-owned subsidiary of Anheuser-Busch InBev (acquired via the 2008 Anheuser-Busch/InBev merger), positioned within AB InBev's German portfolio alongside Beck's, Franziskaner, Löwenbräu, Spaten, Diebels, and Haake-Beck. Proprietary production assets include an in-house yeast cultivation facility (Hefe-Reinzucht), brewing water sourced directly from the Rappbodetalsperre reservoir, hopfen pellets for bitterness/aroma control, and a 2011-introduced hexagonal neck bottle (Sechskanthals Flasche). Revenue is generated primarily through wholesale beer sales via traditional German retail channels (supermarkets, beverage stores, convenience outlets) and Amazon Germany's online marketplace, supplemented by direct-to-consumer brewery tours (public €25/person, exclusive €39.90/person) and an on-site fan shop whose merchandise is available exclusively at the Wernigerode visitor center. Pricing is unit-based across SKUs with no disclosed subscription or enterprise contract structure.
Hasseröder firmographics
Firmographics- Name
- Hasseröder
- Legal name
- Hasseröder Brauerei GmbH
- Website
- https://hasseroeder.de
- Company type
- Private
- Founded year
- 1872
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Hasseröder Brauerei GmbH is a German brewery in Wernigerode, Harz region, producing premium pilsner and adjacent beer SKUs at ~470 million bottles/year, operating as a wholly-owned subsidiary of Anheuser-Busch InBev and serving mass-market German consumers via retail, Amazon, and on-site brewery tours.
- Ownership category
- akta.pro rank
Hasseröder industry classification
Industry- Product category
- Premium Beer (Brewery)
- NAICS
- Breweries (31212), Breweries (312120), Beer and Ale Merchant Wholesalers (424810)
- SIC
- Beverages (2080), Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)
- akta.pro primary industry
- Packaging & Production Breweries (Limited/No On-site Service) (THAFALAB)
- akta.pro secondary industries
- Regional & National Breweries (THAFALAD), Beer Brewing & Brands (CRADAIAA), Beer, Brewery & Craft Beverage Tastings (THAJAGAE)
Keywords
Where Hasseröder is headquartered
LocationHeadquarters
- HQ city
- Wernigerode
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
Hasseröder business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Beer Product Sales: Revenue from selling beer products through retail stores, supermarkets, and online channels including Amazon. Products include Premium Pils, Premium Export, Radler, Naturradler, Hasseröder Vier, Hasseröder Schwarz, and PerfectDraft.
- Fan Shop Merchandise: Sale of promotional merchandise and limited collection items available exclusively on-site at the brewery. Online purchase or shipping is not available.
- Brewery Tours: Revenue from guided brewery tours including public tours (€25 per person), group tours, and exclusive tours (€39.90 per person). Tours include beer tastings and Harzer Wurstplatte.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Public Brewery Tour - €25.00 per person |
| Unit Pricing | Pay-as-you-go | Exclusive Brewery Tour - €39.90 per person |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
Hasseröder product offering
Product offeringCore offering
Hasseröder is a German regional brewery that manufactures and sells a portfolio of premium beers — including Premium Pils, Premium Export, Radler, Naturradler, Vier, and Schwarz — brewed at its modern Wernigerode facility using proprietary inputs such as its own yeast cultivation and soft Harz water. The brewery also operates a visitor center offering paid guided tours with beer tastings, an on-site fan shop selling branded merchandise, and supports the PerfectDraft home draft beer system.
Product overview
Hasseröder is a German brewery based in Wernigerode in the Harz region, producing a portfolio of beer products under the Anheuser-Busch InBev umbrella. The core products include Hasseröder Premium Pils (the flagship with 19 DLG gold medals since 1992), Hasseröder Premium Export, Hasseröder Naturradler (lemon beer mix), Hasseröder Radler, Hasseröder Vier, and Hasseröder Schwarz. The brand also offers the PerfectDraft home beer dispensing system and operates a visitor center offering brewery tours with tastings and merchandise.
Differentiator
Problem solved
Functional benefit
Products and services
- Hasseröder Premium Pils Flagship premium pilsner of Hasseröder, brewed in the Harz region with proprietary in-house yeast and Rappbode reservoir water; targeted at German premium beer consumers.
- Hasseröder Premium Export Premium export-style beer introduced in 2005, positioned as part of the Hasseröder premium portfolio.
- Hasseröder Naturradler Lemon-flavored beer mix (50% lemonade / 50% beer) launched in 2019, offering a refreshing sparkling, mild-prickling taste.
- Hasseröder Radler
- Hasseröder Vier
- Hasseröder Schwarz Dark beer variety introduced in 2011 as part of the Hasseröder portfolio expansion.
- PerfectDraft Home draft beer dispensing system introduced in 2005, enabling consumers to enjoy draft-quality Hasseröder beer at home.
- Brauereibesichtigung (Brewery Tours) Guided tours of the Hasseröder brewery in Wernigerode with beer tastings and Harzer Wurstplatte, available as public (€25/person, min. 1), group (min. 10 persons), and exclusive private (€39.90/person) formats.
- Hasseröder Fanshop Merchandise Selection of Hasseröder branded merchandise and limited collection items available exclusively for purchase on-site at the Wernigerode visitor center.
Quantifiable outcome
- 19 DLG Gold Medals since 1992, plus 15 Silver and 1 Bronze Medal
- +3 more outcomes
Companies that use Hasseröder
Customer profileSegments3 records
Ideal customer profiles2 records
Hasseröder technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Hasseröder partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Anheuser-Busch InBevcoreHasseröder Brauerei GmbH is a subsidiary of Anheuser-Busch InBev, the world's largest brewing company. AB InBev has its German administrative headquarters in Bremen, employs approximately 2,700 people in Germany, and operates across over 50 countries with around 200,000 employees globally. The company was formed in 2008 through the acquisition of Anheuser-Busch by InBev. Under the AB InBev Germany umbrella, Hasseröder joins brands including Beck's, Diebels, Franziskaner, Haake-Beck, Löwenbräu, Spaten, Corona, and Leffe.
Scale indicators8 records
Recent moves6 records
Expansion highlights4 records
Hasseröder competitors and assessment
Company assessmentDirect peers
- Veltins Brauerei: Independent German brewery with strong West German regional share (Veltins Pils). Comparable to Hasseröder as a privately-controlled regional premium-pils competitor operating at similar scale in the German market.
- Erdinger Weißbräu: Germany's leading wheat beer brand and major national brewery. Comparable to Hasseröder as a similarly-sized German family-rooted brewery competing for beer-drinking occasions across retail and on-premise channels.
- Beck's (Anheuser-Busch InBev): Flagship German AB InBev brand selling internationally. Directly comparable as a sister AB InBev German brewing brand that shares distribution infrastructure and competes for the same AB InBev portfolio slots at retail.
- Franziskaner (Anheuser-Busch InBev): German wheat-beer brand owned by AB InBev and distributed alongside Hasseröder. Comparable as a sister AB InBev German brewing brand sharing the same parent distribution network and competing for similar consumer occasions.
- Warsteiner Brauerei: Large family-owned German brewery best known for Warsteiner Premium Pils. Comparable as a national German premium-pils brand competing in similar on-premise and retail channels with comparable DLG-awarded portfolio.
- Paulaner Brauerei: Major Munich-based German brewer with iconic wheat-beer portfolio and national distribution. Comparable to Hasseröder as a heritage-driven German brewery with similar scale, DLG award profile and on-premise/retail presence.
- Oettinger Brauerei: Privately-held German brewery with very high-volume production at value positioning. Comparable to Hasseröder as a large-scale German brewer competing on the same retail shelves, illustrating category-wide price-tier dynamics.
- Radeberger Gruppe: German brewing group headquartered in Dresden with strong presence in eastern Germany (Radeberger Pils, Berliner Kindl, Jever). Comparable to Hasseröder as a regional competitor in the same East German geography with premium-pils focus.
- Krombacher Brauerei: One of Germany's largest privately-held breweries and a top-selling premium pilsner brand. Highly comparable to Hasseröder as a German regional premium-pils powerhouse competing for the same national premium-pils consumer, with similar brewing heritage and quality-award positioning.
- Bitburger Brauerei: Major German premium pilsner brewery (Bitburger Pils) with strong national distribution. Comparable to Hasseröder as a heritage German premium-pils brand competing for the same retail shelves and traditional beer-drinking occasions.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Hasseröder social profiles
Digital presenceHasseröder financial estimates
Financial estimateRevenue estimate
Valuation estimate
Hasseröder leadership team
Management profileNumber of profiles
Profiles1 record
Hasseröder funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Hasseröder M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Hasseröder
What does Hasseröder do?
Hasseröder is a German regional brewery that manufactures and sells a portfolio of premium beers — including Premium Pils, Premium Export, Radler, Naturradler, Vier, and Schwarz — brewed at its modern Wernigerode facility using proprietary inputs such as its own yeast cultivation and soft Harz water. The brewery also operates a visitor center offering paid guided tours with beer tastings, an on-site fan shop selling branded merchandise, and supports the PerfectDraft home draft beer system.
Is Hasseröder a public or private company?
Hasseröder is a private company. It is classified as corporate owned and is currently operating.
When was Hasseröder founded?
Hasseröder was founded in 1872. It employs 251 to 500 people.
Where is Hasseröder based?
Hasseröder is headquartered in Wernigerode, Germany, in the Europe region.
How does Hasseröder make money?
Three revenue lines are on record. Beer Product Sales are the primary driver. The others are fan Shop Merchandise and brewery Tours.
Who are Hasseröder's main competitors?
Direct peers on record are Veltins Brauerei, Erdinger Weißbräu, Beck's (Anheuser-Busch InBev), Franziskaner (Anheuser-Busch InBev), Warsteiner Brauerei, Paulaner Brauerei, Oettinger Brauerei, Radeberger Gruppe, Krombacher Brauerei and Bitburger Brauerei.
Does Hasseröder have an API?
No public API is recorded for Hasseröder.
What industry is Hasseröder in?
Hasseröder's product category is Premium Beer (Brewery). Its primary akta.pro industry code is THAFALAB, Packaging & Production Breweries (Limited/No On-site Service), with a secondary code of THAFALAD, Regional & National Breweries. Its NAICS code is 31212 and its SIC code is 2080.