Herrenhausen

What Herrenhausen does

Privatbrauerei Herrenhausen GmbH is a family-owned private brewery founded in 1868 and headquartered at Herrenhäuser Straße 83–99 in Hannover, Germany. The company is currently managed by Christian and Axel Schulz-Hausbrandt, who acquired the business out of insolvency in 2010 and have since repositioned it around regional identity, traditional craft quality, and community engagement. The brewery operates exclusively within Germany, with its core market in Hannover and the surrounding Lower Saxony region, and is registered as a private limited liability company (GmbH) under HRB 20 66 18.

The core product is a portfolio of traditional German beers brewed in accordance with the 1516 Reinheitsgebot (Beer Purity Law), using cold fermentation, two-stage filtration (yeast/trub separation followed by Schichtenfiltration), wet milling that preserves malt husks for natural lauter-tun filtration, Hallertau hop varieties, and proprietary well water sourced from the brewery's own wells. The portfolio spans ten core SKUs — Premium Pilsener (and alcohol-free), Hannover Helles, Hannover Spezial, Hannover Weizen (and alcohol-free, Gold at Meiningers Craft Beer Award 2021), Alster/Alster Naturtrüb (and alcohol-free), and Hannover Lüttje Lagen — packaged in 0.33L and 0.5L bottles, 0.5L cans, and kegs. In 2026 the company expanded beyond beer with the Brausen soft drink line (Cola-Mix, Limo Zitrone, Limo Orange).

The business generates revenue through four streams: beverage sales across retail (Lebensmitteleinzelhandel), gastronomy (on-tap kegs and bottled), a factory outlet (Werksverkauf), and D2C e-commerce (Germany shipping only, €6.90/parcel for beverages, €2.00/letter for merchandise); branded merchandise sales (apparel, accessories, novelty items); paid brewery tours (€20/person with schmalzbroten or €30/person with Schlachteplatte, max 20 participants); and event hosting and sponsorship, anchored by the 30+ year operation of the Alt-Hannover Festzelt at the Hannover Schützenfest. Distribution is entirely domestic, with the Brauereifest attracting approximately 15,000 visitors annually and the sponsorship network spanning 13+ regional sports clubs and cultural organizations including Hannover Indians, TKH, RSB Hannover, Living Concerts, and Heimatzoo Festival.

Name

Herrenhausen

Legal name

Privatbrauerei Herrenhausen GmbH

Website

https://herrenhaeuser.de

Company type

Private

Founded year

1868

Operating status

Operating

Headcount range

1–10 employees

Short description

Privatbrauerei Herrenhausen GmbH is a family-owned German brewery founded in 1868, producing traditional Reinheitsgebot beers, alcohol-free variants, and a new soft drink line under the "Herri" brand for Hannover and Lower Saxony consumers, gastronomy, and retail.

Ownership category

akta.pro rank

Product category

Craft Brewing / Traditional German Beer

NAICS

Breweries (31212), Breweries (312120), Beer, Wine, and Liquor Retailers (445320)

SIC

Malt Beverages (2082), Beverages (2080)

akta.pro primary industry

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

akta.pro secondary industries

Alcoholic Beverage Tours & On-site Experiences (Brewery/Winery/Distillery) (THAFALAK), Producer-Owned Retail & Bottle Shops (On-site) (THAFALAL), Craft Beer Retail & Bottle Shops (Off-Premise) (CRANAAAC)

Keywords

• Craft beer brewing
• German pilsner beer
• Alcohol-free beverages
• Brewery tours
• Branded beer merchandise

Headquarters

HQ city

Hanover

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Beverage Sales: Sale of beer and non-alcoholic beverages (soft drinks/brausen) through multiple channels including retail, gastronomy (on-tap and bottled), factory outlet, and e-commerce. Products include Premium Pilsener, Hannover Helles, Hannover Spezial, Alster (mixed beer drink), Weizen, Lüttje Lagen, and a new line of soft drinks (Cola-Mix, Limo Zitrone, Limo Orange).
2. Merchandise Sales: Sale of branded merchandise including apparel (T-shirts, hoodies, polo shirts, windbreakers), accessories (bottle openers, pencils, tape measures), glassware, stickers, and novelty items through the online shop and factory outlet.
3. Brewery Tours: Paid brewery tours offering guided visits through the production facility, beer history presentations, and tastings. Priced at €20/person (with schmalzbroten) or €30/person (with Schlachteplatte, minimum 10 people), max 20 participants per tour.
4. Event Hosting and Sponsorship: Revenue from hosting events at the brewery (Brauereifest), operating the Schützenfest tent as a hospitality venue, and sponsoring sports clubs and cultural events in the Hannover region.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels10 records

Core offering

Privatbrauerei Herrenhausen is a family-owned traditional German brewery in Hannover that produces and sells its own beer and non-alcoholic beverages under the "Herri" brand in compliance with the 1516 Reinheitsgebot. The company distributes its products through retail, gastronomy, an on-site factory outlet (Werksverkauf), a direct-to-consumer e-commerce shop for beverages and branded merchandise, paid brewery tours with tastings, and a flagship hospitality presence at the Hannover Schützenfest tent.

Product overview

Privatbrauerei Herrenhausen is a family-owned brewery founded in 1868, producing a portfolio of beer and non-alcoholic beverages under the 'Herri' brand. The core product range consists of traditional German beers: Premium Pilsener (and alcohol-free variant), Hannover Helles, Hannover Spezial, Hannover Weizen (and alcohol-free variant), Alster (a beer- lemonade mixed drink, also alcohol-free), Alster Naturtrüb, and Hannover Lüttje Lagen. In 2026, the company expanded into soft drinks (Brausen) with Cola-Mix, Limo Zitrone, and Limo Orange. Beyond beverages, the company operates a direct-to-consumer e-commerce store selling branded merchandise including apparel (T-shirts, hoodies, joggers, polo shirts), accessories (keychains, carpenter pencils, folding rulers), and novelty items (stickers, chalkboards, flip-flops). Services include brewery tours with beer tastings, a factory outlet (Werksverkauf), and Schützenfest event tent sponsorship.

Differentiator

Problem solved

Functional benefit

Brands

• Brausen: A line of non-alcoholic soft drinks including Cola-Mix, Limo Zitrone, and Limo Orange.
• Herri

Products and services

• Premium Pilsener Classic German pilsner (4.9% ABV) with fine bitter hop character, golden color, and fruity-aromatic aroma, brewed with water from own wells and Hallertau hop varieties (Taurus, Tradition, Hersbrucker, Perle, Hallertauer Mittelfrüh). Available in 0.33L and 0.5L bottles, 0.5L cans, and kegs.
• Premium Pilsener Alkoholfrei Alcohol-free version of the Premium Pilsener, dealcoholized using a specially developed gentle process to preserve the Herri taste.
• Hannover Helles Bright lager (11.3° original gravity) with a balanced light malt body and hop aromas; positioned as a hop-fresh classic from Hannover for all occasions.
• Hannover Spezial Full-bodied, mild dark-golden lager (5.1% ABV, 11° original gravity) brewed with selected specialty malts and mild Hallertau hops; sweet caramel notes with aromatic hop character.
• Alster Naturtrüb Naturally cloudy refreshing beer mix made with 60% apple-lemon refreshment drink and 40% Herrenhäuser Premium Pilsener.
• Alster Refreshing beer mix (2% ABV) made from 50% Herrenhäuser Premium Pilsener and 50% lemon lemonade with sweeteners; positioned as a North German original.
• Alster Alkoholfrei Alcohol-free beer mix combining alcohol-free Premium Pilsener with a light herb-bitter note and fresh fruity lemon component.
• Hannover Weizen Gold-orange wheat beer (5.5% ABV) with fruity taste and light banana aroma; Gold winner at Meiningers Craft Beer Award 2021.
• Hannover Weizen Alkoholfrei Alcohol-free wheat beer with light haze, warm color tone, stable foam crown, fruity nose with hint of banana, and citrus notes.
• Hannover Lüttje Lagen Traditional top-fermented Schankbier (3.9% ABV) from Hannover with balanced malt aromatics and a light cherry note, traditionally enjoyed with Korn or solo.
• Cola-Mix (Brausen) Alcohol-free cola-orange soft drink mix combining cola with orange for a refreshing summer drink.
• Limo Zitrone (Brausen) Cloudy lemon soft drink in a 0.33L can with fruit juice mix from apple, lemon, and orange; balanced between sweet and sour.
• Limo Orange (Brausen) Fruity orange soft drink in a 0.33L can with a round, pleasantly sweet taste and a fine hint of mandarin.
• Brewery Tours (Brauereibesichtigung) Paid guided tours of the brewery production facility lasting approximately 3 hours, including a presentation on brewing process and Herrenhäuser history, walkthrough, and beer tasting (Schmalzbroten variant at €20/person or Schlachteplatte variant at €30/person; max 20 participants, min 10 for Schlachteplatte). Available multiple evenings and two Saturdays per month.
• Schützenfest 2026 Hospitality Packages Hospitality packages at the Alt-Hannover Festzelt during Hannover Schützenfest, including Alt Hanovera Buffet (€39.50/person), drinks package Getränkepauschale (€55/person), and combined buffet + drinks package (€89/person), minimum 8 persons per booking; 30+ year presence at the festival.
• Herri Branded Merchandise (apparel and accessories) Direct-to-consumer branded merchandise including apparel (T-shirts, hoodies, joggers, polo shirts, swim shorts), accessories (carpenter pencils, folding rulers, bottle-opener keychains, stickers, flip-flops), and glassware sold through the online shop and factory outlet.

Quantifiable outcome

• Meiningers Craft Beer Award Gold 2021 for Weizenbier
• +4 more outcomes

Named customers9 records

Segments5 records

Ideal customer profiles4 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

14 partnerships are on record, tiered major, core and minor.

• Hannover Indians (EC Hannover Indians)majorGTM or Marketing Partner · 1 January 2016Since 2016, Herrenhäuser has been the main sponsor (Haupt- und Trikotsponsor) and exclusive beer supplier for the Hannover Indians ice hockey team. The sponsorship aligns the brewery with one of Hannover's major sports brands.
• TUS VinnhorstcoreGTM or Marketing PartnerSports club partnership; TUS Vinnhorst offers broad sports and leisure activities including handball (pursuing promotion to 2nd Bundesliga) and gymnastics with Olympic medalist Lukas Dauser. Partnership emphasizes neighborhood connection and sporting lifestyle.
• Regionssportbund Hannover e.V. (RSB)coreGTM or Marketing PartnerLong-standing partner supporting 660 sports clubs with approx. 175,000 members in the Hannover region. Herrenhäuser provides refreshment beverages at sports and information events. RSB is the key contact for mass sports for all member clubs.
• Turn-Klubb Hannover (TKH)coreGTM or Marketing PartnerPartnership with Hannover's largest active sports club (~6,000 members). Founded in 1858, TKH offers over 50 sports including artistic gymnastics (with Olympian Andreas Toba) and Bundesliga basketball women. Herri provides beverage sponsorship.
• Living Concerts GmbHminorGTM or Marketing PartnerPartnership with one of Lower Saxony's largest concert promoters (founded 1999, organizes ~100 events/year) for live music events and cultural brand activation.
• Heimatzoo FestivalminorGTM or Marketing PartnerAnnual festival in Grindau near Schwarmstedt (since 2010) with up to 1,000 visitors per evening. Community-driven, non-profit festival featuring regional and supra-regional artists. Herri is a sponsor/partner.
• McDonald's EhmannminorGTM or Marketing PartnerPartnership with the Ehmann family who operate 10 McDonald's franchises in the Hannover metropolitan area. David Ehmann took over as second-generation franchisee in 2014, with 400+ employees.
• Astor Grand CinemaminorGTM or Marketing PartnerPartnership with Germany's largest premium cinema in Hannover's Nikolaistraße (10 screens, up to 2,200 seats, Dolby Atmos sound). Brand partnership opportunity at a high-traffic cultural venue.
• Spider PromotionminorGTM or Marketing PartnerArtist agency from Hannover specializing in developing young rock music bands. Partner for cultural/music events and brand activation.
• DESiMOs spezial ClubminorGTM or Marketing PartnerPartnership with the long-running comedy and cabaret promoter Detlef Simon (DESiMO), active at the Apollo cinema in Linden since 2002.
• Bissendorfer Panther (Turn-Club Bissendorf e.V.)minorGTM or Marketing PartnerInline Skaterhockey team with multiple German, European, and World Championship titles in junior categories. Sponsorship supports a successful regional sports organization.
• WASPO 98 Hannover (SV Wasserfreunde von 1898)minorGTM or Marketing PartnerWater polo club that reached the Champions League group stage in 2012/13. Partnership with a leading regional water sports club with national and international reach.
• SV Odin HannoverminorGTM or Marketing PartnerSports club founded in 1905 with rugby roots, now focused on ball sports, fitness, and health sports. Partnership supports a modern traditional club in the Hannover sports community.
• Wittinger BrauereicoreStrategic or Co-development PartnerTraditional partnership/cooperation between two North German private breweries. Both are family-owned and committed to the Reinheitsgebot. Wittinger traces its history to ~1429. The partnership (#HerrenhäuserXWittinger) highlights shared values of independent craft brewing in North Germany.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Regional players

• Haake-Beck Brauerei: Bremen-based traditional brewery with regional North German presence and a Pilsener-led portfolio. Comparable regional craft positioning to Herrenhausen but owned within a larger brewing group.
• Gilde Brauerei Hannover: Hannover-based brewery with deep local roots producing core German styles including Pils and Helles. Competes with Herrenhausen in the same Hannover on-premise and retail channels but operates under a different ownership structure.

Broad incumbents

• Krombacher Brauerei: One of Germany's largest privately-held breweries with a national Pilsener-led portfolio. Competes with Herrenhausen across retail and gastronomy nationwide, but at vastly greater scale and marketing intensity.
• Veltins Brauerei: Large German family-owned regional brewer with national distribution across Pilsener and mixed beer drinks including Alster-style radlers — directly overlapping with Herrenhausen's Alster range.
• Radeberger Gruppe: Germany's largest private brewery group, owning multiple regional brands. Competes with Herrenhausen via both national retail listings and acquisition-driven regional brand portfolios across Germany.
• Warsteiner Brauerei: Major independent German brewer with national Pilsener presence and strong gastronomy/on-premise relationships. Overlaps with Herrenhausen in Horeca channels in Hannover and across Germany.

Direct peers

• Flensburger Brauerei: Independent North German regional brewer with a distinctive bottle design and strong regional identity, competing in adjacent Lower Saxony / Schleswig-Holstein markets with a similar traditional Pilsener-led lineup.
• Wittinger Brauerei: Traditional North German family-owned private brewery dating to ~1429 and an explicit cooperation partner of Herrenhausen (#HerrenhäuserXWittinger). Same Reinheitsgebot-based craft model and similar regional/specialty positioning make it the closest peer.
• Jever Brauerei: North German private-style regional brewery famous for its Pilsener and strongly rooted in its local region (Friesland). Comparable craft positioning, regional loyalty strategy, and Pilsener-led product portfolio to Herrenhausen.

Emerging players

• Schultze & Braun (craft / microbrewery peer): Examples of small German craft/regional brewers that compete with Herrenhausen for shelf space, festival activations, and the premium regional consumer segment. The structural profile (small batch, regional identity, tourism/tours) closely mirrors Herrenhausen's experience-driven model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@privatbrauereiherrenhausen4231
• Facebookfacebook.com/privatbrauereiherrenhausen
• Instagraminstagram.com/herri_liebt_euch
• LinkedInlinkedin.com/company/privatbrauerei-herrenhausen-gmbh

Compliance1 record

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 Herrenhausen