Brauerei Schonram

What Brauerei Schonram does

Brauerei Schönram is a 245-year-old traditional Bavarian private brewery (founded 1780) headquartered in Petting/Schönram, in the Chiemgau region of southeast Bavaria. The company produces a broad portfolio of approximately 20+ beers and beverages — including traditional styles (Hell, Pils, Dunkel, Weißbier, Gold, Zwickl, Surtaler), specialty beers (Imperial Stout, Bayrisch Pale Ale), seasonal offerings (Heller Bock, Weißbierbock, Summa Hoibe, Grünhopfen Pils, Weihnachtsfestbier), a non-alcoholic option (Alkoholfrei), the Iso-Doni sports drink, and lemonades/water — distributed through a multi-channel model that includes an owned online shop (schoenramer-shop.de), a physical brewery shop (Brauerei-Shop), a dedicated home delivery service (Heimdienst) with four trucks covering the Bad Reichenhall–Tittmoning–Traunstein triangle and approximately 250 home-delivery customers, regional field sales to gastronomy, beverage retailers, and a dedicated Austrian sales representative.

The brewing platform is built around artisanal Bavarian methods rather than modern industrial automation: fermentation is conducted in open vats (offene Gärung) with daily skimming of the fermentation crust; beers are lagered for at least 42 days (Hell) and up to six months (Imperial Stout); and specialty beers use cold hopping (Kalthopfung) at >8g/L. Modern equipment is used selectively to support, not replace, these methods. Quality has been independently validated by 25+ European Beer Star medals (including a 2017 sweep as most successful brewery), Hop Culture Magazine's "Best Breweries 2025" recognition, and a bronze medal at the 2025 Biersommelier World Championship by in-house sommelier Oliver Klamminger.

Revenue mechanics blend high-margin direct channels (brewery shop, online shop, Heimdienst, fan-club sales, brewery tours and tastings) with lower-margin indirect channels (gastronomy on-tap programs, retail/beverage-market distribution, and Austrian export). The company is family-owned and family-operated by the Oberlindober family across multiple generations, with Alfred and Helga Oberlindober leading since 1994 and their son Alfred Jr. joining in 2021 to manage succession. Customer base spans regional Bavarian consumers, traditional gastronomy (e.g., Hotel-Gasthof Moosleitner since 1785, Hans-Peter Porsche Traumwerk, Academy Bar Salzburg, Café Victoria Stadler Berlin), sports clubs (SV Wacker Burghausen since 2023), and the Schönramer Fanclub community.

Name

Brauerei Schonram

Legal name

Private Landbrauerei Schönram GmbH & Co. KG

Website

https://schoenramer.de

Company type

Private

Founded year

1780

Operating status

Operating

Headcount range

51–100 employees

Short description

Brauerei Schönram is a 245-year-old family-owned Bavarian private brewery producing traditional, specialty, and non-alcoholic beers via open fermentation and extended lagering, distributed through its own online shop, brewery shop, home delivery service, gastronomy field sales, retail, and Austrian export.

Ownership category

akta.pro rank

Product category

Traditional Bavarian Craft Brewery

NAICS

Breweries (31212), Beverage Manufacturing (3121)

SIC

Malt Beverages (2082), Beverages (2080), Bottled & Canned Soft Drinks & Carbonated Waters (2086)

akta.pro primary industry

Beer Brewing & Brands (CRADAIAA)

akta.pro secondary industries

Alcohol-Free & Low-Alcohol Beer/Wine/Spirits Production (AFAFAAAJ), Kombucha & Fermented Beverage Taprooms (THAFAKAG)

Keywords

• Bavarian craft beer
• Traditional brewery
• Beer home delivery
• Brewery tours tastings
• Beer merchandise shop

Headquarters

HQ city

Petting

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Beer Sales: Sale of packaged and draught beer through multiple channels: direct from brewery shop, online shop, home delivery, gastronomy partners, and retail outlets. Products range from traditional lagers (Hell, Gold, Pils, Dunkel, Weißbier) to seasonal specialties (Grünhopfen Pils, Bock, Weihnachtsfestbier) and alcohol-free options.
2. Merchandise & Fan Articles: Sale of branded merchandise including clothing (T-shirts, fleece jackets), accessories (Bavarian Caps, beer mugs, coasters), and novelty items (Musi-Tragerl bluetooth radio, wooden phone cases, bed linen). Sold via brewery shop and online shop.
3. Brewery Experiences: Revenue from guided brewery tours, beer tasting events, and special tasting packages (e.g., Boarisch Bier 1×1, Bier & Käse, Bier & Schmankerl). Bookings made via the brewery's own booking platform.
4. Home Delivery (Heimdienst): Direct home delivery of beers, soft drinks, and partner beverages to private customers, businesses, and clubs in the Bad Reichenhall–Tittmoning–Traunstein area. Drivers operate daily routes with pre-loaded delivery vehicles.

Pricing tiers

Go-to-market motion4 records

Distribution channels6 records

Marketing channels8 records

Core offering

Brauerei Schönram is a traditional Bavarian family brewery established in 1780 that brews, packages, and sells a portfolio of traditional lagers (Hell, Pils, Dunkel, Weißbier, Zwickl, Gold, Surtaler), seasonal and specialty beers (Heller Bock, Weißbierbock, Summa Hoibe, Grünhopfen Pils, Weihnachtsfestbier, Bayrisch Pale Ale, Imperial Stout), non-alcoholic beer (Alkoholfrei), mixed beer beverages (Naturradler, Cola-Mix, X-Mix) and soft drinks (Iso-Doni sports drink, Limo, water). The brewery also operates a physical shop, an online shop, a regional home delivery service (Heimdienst), and offers brewery tours and beer tasting experiences, selling B2C direct and through gastronomy and retail partners.

Product overview

Brauerei Schönram is a traditional Bavarian private brewery (Private Landbrauerei) offering a portfolio of traditional beers, specialty beers, seasonal offerings, non-alcoholic beers, mixed beer beverages, and soft drinks. The core product line includes flagship beer Schönramer Hell, along with Pils, Dunkel, Weißbier, Gold, Zwickl, and Surtaler. Seasonal specialties include Heller Bock, Weißbierbock, Summa Hoibe, Grünhopfen Pils, and Weihnachtsfestbier. The portfolio also includes non-alcoholic options (Alkoholfrei), sports drinks (Iso-Doni), and soft drinks. Services include a brewery shop, home delivery service (Heimdienst), brewery tours, and beer tasting experiences. The brewery is known for traditional craftsmanship using open fermentation and extended aging times (42 days minimum for Hell, 6 months for Imperial Stout).

Differentiator

Problem solved

Functional benefit

Products and services

• Schönramer Hell The brewery's flagship Munich-style Hell — slightly stronger and more hop-forward than competitor Helles, with a balanced harmony of hops and malt and a pleasant bitterness. Matured a minimum of 42 days. For end consumers via Brauerei-Shop, online shop, Heimdienst, gastronomy and retail channels.
• Schönramer Pils A bitter and hop-forward Pilsner with pronounced herbal-hop character. For end consumers via Brauerei-Shop, online shop, Heimdienst, gastronomy and retail channels.
• Schönramer Dunkel A full-bodied dark beer brewed exclusively with dark roasted malt varieties without malt syrup or light malt. For end consumers via Brauerei-Shop, online shop, Heimdienst, gastronomy and retail channels.
• Schönramer Weißbier A Bavarian-style wheat beer (Weissbier) made in the traditional range. For end consumers via Brauerei-Shop, online shop, Heimdienst, gastronomy and retail channels.
• Schönramer Zwickl A naturally cloudy, unfiltered Zwickl beer with a natural, unadulterated and drinkable character, also available in 0.33L bottles. For end consumers via Brauerei-Shop, online shop, Heimdienst, gastronomy and retail channels.
• Schönramer Gold A Wiesn Märzen-style beer with 0.6% more alcohol content, golden-yellow colour and a honey-sweet note. For end consumers via Brauerei-Shop, online shop, Heimdienst, gastronomy and retail channels.
• Schönramer Gold unfiltriert An unfiltered version of the Gold Märzen. For end consumers via Brauerei-Shop (including the limited Magnum Gold gift pack), online shop, Heimdienst, gastronomy and retail channels.
• Schönramer Surtaler A light Schankbier (3.5% alcohol) with a malty aroma; the most-awarded Schönramer beer with 10+ European Beer Star medals across multiple years and a further Bronze in 2025. For end consumers via Brauerei-Shop, online shop, Heimdienst, gastronomy and retail channels.
• Schönramer Lager Hell A lager version of the flagship Hell. For end consumers via Brauerei-Shop, online shop, Heimdienst, gastronomy and retail channels.
• Schönramer Alkoholfrei A non-alcoholic beer developed by the brewers without compromises on taste. For end consumers via Brauerei-Shop, online shop, Heimdienst, gastronomy and retail channels.
• Imperial Stout (incl. 0.33L can format) The brewery's strongest specialty beer at 9.5% alcohol, aged approximately six months for optimal maturation; since June 2026 also available in a 0.33L can format. For end consumers via Brauerei-Shop, online shop, Heimdienst and specialty channels.
• Bayrisch Pale Ale A Bavarian-style Pale Ale with refreshing, exotic aromas and fruity notes, produced using cold hopping (Kalthopfung). For end consumers via Brauerei-Shop, online shop, Heimdienst, gastronomy (e.g. Café Victoria Stadler) and retail channels.
• Schönramer Naturradler A natural radler/shandy combining beer with lemon in the core product range. For end consumers via Brauerei-Shop, online shop, Heimdienst, gastronomy and retail channels.
• Cola-Mix / X-Mix Cola-mixed beer beverages combining beer with cola. For end consumers via Brauerei-Shop, online shop, Heimdienst, gastronomy and retail channels.
• Iso-Doni (isotonic sports drink) An isotonic sports drink with lime flavour and lower sugar content than comparable soft drinks, also positioned for recovery after celebrations. Brand ambassador: ski jumper Markus Eisenbichler. For end consumers via Brauerei-Shop, online shop, Heimdienst, gastronomy and retail channels.
• Heimdienst (Home Delivery Service) Beverage delivery service bringing Schönramer beers, lemonades and water directly to private customers, businesses and clubs in the Chiemgau/Rupertigau area, covering Bad Reichenhall, Tittmoning and Traunstein daily via four drivers.
• Brauereiführungen (Brewery Tours) Guided tours of the brewery for individuals and groups (up to 50 persons), offering insight into the brewing process and raw materials, fresh Hell directly from the storage tank, and tasting of three beer specialties. Booking via the brewery's own booking platform.
• Bierverkostungen (Beer Tastings) Beer tasting experiences delivered as packaged offerings such as 'Boarisch Bier 1×1', 'Bier & Käse' (Beer & Cheese), and 'Bier & Schmankerl' (Beer & Delicacies), led by the brewery's Biersommelier-Meister. Booking via the brewery's own booking platform.

Quantifiable outcome

• Most successful brewery at the European Beer Star 2017 competition (3 gold, 1 bronze)
• +3 more outcomes

Named customers8 records

Segments4 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

Seven partnerships are on record, tiered core and minor.

• SV Wacker BurghausencoreGTM or Marketing Partner · 1 July 2023Schönramer is the official beverage partner of SV Wacker Burghausen since July 2023. The sports club has 21 departments and provides significant regional brand visibility and community engagement opportunities. Includes jersey sponsorship for the football teams.
• Philipp ReiterminorGTM or Marketing Partner · 1 January 2020Trail runner and outdoor athlete Philipp Reiter from Bad Reichenhall serves as Schönramer ambassador, consuming and promoting Iso-Doni and s'Greans during endurance events including the 791km, 7-stage Alpfronttrail 2020.
• Bavarian CapsminorGTM or Marketing Partner · 1 January 2019Collaboration with Bavarian Caps on a limited-edition Schönramer-branded cap (600 units). Available exclusively in the Schönramer online shop.
• Schalltronik e.K. (Petting)minorStrategic or Co-development Partner · 1 January 2019Co-developed the 'Schönramer Musi-Tragerl' — a limited-edition bluetooth radio/speaker housed in an authentic Schönramer beer crate (0.5L format), priced at €189. Manufactured by Schalltronik from Petting.
• Markus EisenbichlercoreGTM or Marketing Partner · 1 January 2019Four-time ski jumping world champion Markus Eisenbichler (from Siegsdorf, Upper Bavaria) is the brand ambassador for the Schönramer Iso-Doni isotonic sports drink. Eisenbichler represents Schönramer on his water bottle during World Cup competitions. Partnership built on shared regional values and authentic identity.
• Bierstadt Lagerhaus Brauerei (Denver, Colorado, USA)minorStrategic or Co-development Partner · 1 January 2019Collaboration brewing with Eric Toft at the Bierstadt Lagerhaus Brauerei in Denver, Colorado. Brewed a 'Tettnanger Spezial' (100% Tettnang hops) for the 175th anniversary of the Tettnang hop-growing region. Bierstadt brews under the German Reinheitsgebot using a 1932 Sudhaus from Franconia.
• Markus Eisenbichler (Iso-Doni Sponsor)coreGTM or Marketing Partner · 1 January 2019Markus Eisenbichler has won multiple world championship medals including 3 golds at Seefeld 2019 (Large Hill, Team, Mixed Team), a bronze at Lahti 2017, and World Cup victories. His profile as a local hero from Upper Bavaria aligns with Schönramer's regional brand identity.

Scale indicators4 records

Recent moves6 records

Expansion highlights7 records

Direct peers

• Schneider Weisse (G. Schneider & Sohn): Family-owned Bavarian brewery specializing in Weissbier, with multi-generational heritage and traditional brewing methods. Comparable to Schönram on family ownership, craft authenticity and Weissbier/Dunkel/Helles portfolio overlap.
• Bayerische Staatsbrauerei Weihenstephan: One of the world's oldest breweries, producing traditional Bavarian lagers and specialty beers with strong premium and export positioning. Closely comparable to Schönram on heritage, traditional methods and award-winning Helles/Pils/Dunkel range.
• Brauerei Aying (Ayinger): Family-owned Upper Bavarian craft brewery famous for award-winning traditional Bavarian styles. Closely comparable to Schönram in size, family ownership, traditional brewing methods, European Beer Star award profile and regional gastronomy focus.
• Klosterbrauerei Andechs: Bavarian monastic brewery producing traditional Hell, Dunkel and Weissbier with strong regional identity and on-premise hospitality (Klostergasthof). Highly comparable to Schönram on heritage positioning, traditional methods and gastropub-driven demand.
• Tegernseer Brauerei (Herzogs): Upper Bavarian craft brewery with a strong regional gastropub following and a portfolio centered on Helles, Pils and Weissbier. Comparable to Schönram in scale, regional Bavarian positioning and on-premise/gastronomy-led GTM.

Broad incumbents

• Paulaner Brauerei Gruppe: Major Munich-based Bavarian brewery group producing Helles, Pils, Weissbier and seasonal specialties at national scale. Overlaps with Schönram on traditional Bavarian portfolio breadth and seasonal/specialty innovation, but at far greater scale.
• Hacker-Pschorr Bräu: Historic Munich broadliner with strong Bavarian Helles and Weissbier credentials and a major Oktoberfest presence. Comparable to Schönram on traditional Bavarian styles and multi-channel distribution, though operating as part of a larger group.
• Erdinger Weißbräu: World's largest wheat beer brewery, headquartered in Upper Bavaria. Adjacent broad incumbent overlapping with Schönram on Weissbier and broader Bavarian traditional portfolio, with significantly larger production, marketing and export reach.
• Augustiner-Bräu Wagner: Largest independent Munich brewery and one of Bavaria's most iconic Helles producers. Direct comparable to Schönram on traditional Bavarian Helles, on-premise culture and multi-channel distribution, but operates at substantially greater scale and brand reach.
• Hofbräuhaus München / Hofbräu München: State-owned Bavarian broadliner producing Helles, Pils, Dunkel and Weissbier at scale with global tourism pull. Overlaps with Schönram across the core traditional Bavarian portfolio and on-premise experience category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/schoenramer
• Instagraminstagram.com/schoenramer

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 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 Brauerei Schonram