Auerbrau
Auerbräu is a privately held traditional Bavarian brewery in Rosenheim, Germany, producing regional beers (Rosenheimer Original, Johann Auer, 111 Kultbiere) and non-alcoholic beverages (Valencia) for Bavarian consumers through domestic retail channels.
- Company typePrivate
- Founded1889
- HeadquartersRosenheim, Germany
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Auerbrau does
Auerbräu is a privately held, traditional Bavarian brewery headquartered in Rosenheim, Germany, operating under Auerbräu GmbH (also doing business as Rosenheimer Spezialitätenbrauerei GmbH) with 51–100 employees. Founded in 1889, the company produces a portfolio of Bavarian-style beers across three sub-brands: Rosenheimer Original (core SKUs including Helles, Herbstfest-Märzen, Dunkel, Radler naturtrüb, Hefe Weißbier, Leichte Weiße, and Pils), Johann Auer (premium specialty beers such as Dunkle Weiße, Spezial Hell, Weißbier Bock, and Dunkles Märzen), and 111 Kultbiere (craft series including 111er Zwickl and 111er Radler). The company also produces non-alcoholic beverages under the Valencia brand (apple spritzer and table water), extending the portfolio beyond alcoholic beer.
The underlying production is described as traditional German brewing methods, with no proprietary technology or digital platform disclosed. There is no app, no API, and no AI/ML capability; the company operates as a classic regional CPG producer rather than a technology-enabled business. Revenue is generated through wholesale distribution to German retail and grocery channels targeting Bavarian regional consumers; pricing is not publicly disclosed. Marketing is limited to organic social on Instagram and LinkedIn, and the company's terms of service explicitly restrict the website and brand communications to residents of Germany, indicating no active international go-to-market.
The business is governed by three managing directors (Thomas Frank, Reinhard Kastl, Dirk Steinebach), with no disclosed parent company, institutional investors, funding rounds, M&A activity, or strategic partnerships. Ownership is independently held, and there is no evidence of public listing or external capital structure. Operational scale is modest and regionally concentrated, with the entire product surface, distribution footprint, and brand communication anchored to the German domestic market.
Auerbrau firmographics
Firmographics- Name
- Auerbrau
- Legal name
- Auerbräu GmbH
- Website
- https://auerbraeu.de
- Company type
- Private
- Founded year
- 1889
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Auerbräu is a privately held traditional Bavarian brewery in Rosenheim, Germany, producing regional beers (Rosenheimer Original, Johann Auer, 111 Kultbiere) and non-alcoholic beverages (Valencia) for Bavarian consumers through domestic retail channels.
- Ownership category
- akta.pro rank
Auerbrau industry classification
Industry- Product category
- Brewery
- NAICS
- Breweries (31212)
- SIC
- Malt Beverages (2082)
- akta.pro primary industry
- Beer Brewing & Brands (CRADAIAA)
- akta.pro secondary industry
- Regional & National Breweries (THAFALAD)
Keywords
Where Auerbrau is headquartered
LocationHeadquarters
- HQ city
- Rosenheim
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
Auerbrau business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales
Distribution channels1 record
Marketing channels2 records
Auerbrau product offering
Product offeringCore offering
Auerbräu is a traditional Bavarian brewery producing a portfolio of beer styles — including Helles, Märzen, Dunkel, Pils, wheat beers, and craft varieties — under multiple sub-brands (Rosenheimer Original, Johann Auer, 111 Kultbiere). It also produces non-alcoholic beverages (Valencia Schorle Apfel, Valencia Tafelwasser) sold through German retail channels.
Product overview
Auerbrau is a traditional Bavarian brewery (Rosenheimer Spezialitätenbrauerei GmbH) producing a portfolio of beer products under multiple sub-brands. The core Rosenheimer Original line includes classic styles such as Helles, Dunkel, Pils, Märzen, Radler, and wheat beer variants. The Johann Auer sub-brand offers specialty beers including Dunkle Weiße, Spezial Hell, Weißbier Bock, and seasonal offerings. The 111 Kultbiere line provides limited-edition craft-style beers. Additionally, the company produces non-alcoholic beverages under the Valencia brand, including apple spritzers and table water.
Differentiator
Problem solved
Functional benefit
Brands
- Rosenheimer Original: Core beer product line including Helles, Herbstfest-Märzen, Dunkel, Radler naturtrüb, Hefe Weißbier, Leichte Weiße, and Pils.
- Johann Auer
- 111 Kultbiere
- Valencia
Products and services
- Rosenheimer Helles
Companies that use Auerbrau
Customer profileSegments1 record
Ideal customer profiles1 record
Auerbrau technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Auerbrau partnerships and signals
Strategic signalRecent moves3 records
Expansion highlights3 records
Auerbrau competitors and assessment
Company assessmentDirect peers
- Bayerische Staatsbrauerei Weihenstephan: Weihenstephan is a Bavarian brewery (often cited as the world's oldest) located near Freising, producing traditional Helles, Dunkel, Weißbier, and seasonal Märzen styles. Directly comparable to Auerbräu in heritage-driven positioning, Bavarian regional focus, and traditional beer styles.
- Maisel & Friends: Maisel & Friends (Bavaria-Staatliches Hofbrauhaus in Bayreuth successor) operates a craft-style portfolio of specialty beers and traditional Bavarian lagers from Bayreuth. Comparable to Auerbräu in size, regional Bavarian footprint, and mix of traditional and craft-style offerings under multiple sub-brands.
- Augustiner-Bräu München: Augustiner-Bräu is a traditional Munich brewery operating its own on-premise stadtfässer supply across Bavaria. It is highly comparable to Auerbräu in product mix (Helles, Märzen, Weißbier, seasonal specials), regional concentration in Bavaria, and traditional brewing heritage.
- Staatliches Hofbräuhaus München: Hofbräuhaus München is the Bavarian state-owned Munich brewery operating one of the world's most famous on-premise beer halls. It shares with Auerbräu a traditional Bavarian-brewing heritage and a Helles/Märzen/Weißbier-led portfolio, serving the same Bavarian regional consumer.
- Schneider Weisse: Schneider Weisse is a Munich-based Bavarian wheat-beer specialist with a heritage dating to the 1600s. It competes head-on with Auerbräu in the Weissbier/Weißbier Bock sub-segments and shares the same traditional Bavarian-brewing positioning and on-premise/restaurant distribution channels.
- Erdinger Weißbräu: Erdinger is a Bavarian wheat-beer brewery headquartered near Munich that produces traditional German lagers and wheat beers for German and international markets. It is directly comparable to Auerbräu in heritage, Bavarian geography, product mix (Helles, Weißbier, specialty seasonal), and traditional brewing positioning.
Broad incumbents
- Krombacher Brauerei: Krombacher is one of Germany's largest privately held national breweries (based in North Rhine-Westphalia). It overlaps with Auerbräu's traditional German Pils and lager offerings, but operates at significantly larger national scale across all German retail channels, including Bavaria.
- Paulaner Brauerei Gruppe: Paulaner is a Munich-based traditional Bavarian brewery now part of a larger national/international brewing group, producing Helles, Weißbier, and seasonal Märzen. It overlaps with Auerbräu's portfolio and regional base but operates at substantially larger scale and broader geographic reach.
- Spaten-Löwenbräu-Gruppe: Spaten-Löwenbräu is a Munich-based traditional Bavarian brewery (now part of AB InBev), producing Helles, Pils, Märzen, and traditional Bavarian styles. It competes with Auerbräu in the same Bavarian/regional segments but at much greater scale and with multinational parent backing.
- Warsteiner Brauerei: Warsteiner is a large family-owned national German brewery (based in Westphalia) producing Pils, lagers, and mixed drinks. It competes with Auerbräu in the broader German off-premise Pils and lager segments but operates at substantially larger national scale.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Auerbrau social profiles
Digital presenceAuerbrau financial estimates
Financial estimateRevenue estimate
Valuation estimate
Auerbrau leadership team
Management profileNumber of profiles
Profiles3 records
Auerbrau funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Auerbrau 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 Auerbrau
What does Auerbrau do?
Auerbräu is a traditional Bavarian brewery producing a portfolio of beer styles — including Helles, Märzen, Dunkel, Pils, wheat beers, and craft varieties — under multiple sub-brands (Rosenheimer Original, Johann Auer, 111 Kultbiere). It also produces non-alcoholic beverages (Valencia Schorle Apfel, Valencia Tafelwasser) sold through German retail channels.
Is Auerbrau a public or private company?
Auerbrau is a private company. It is classified as unknown and is currently operating.
When was Auerbrau founded?
Auerbrau was founded in 1889. It employs 51 to 100 people.
Where is Auerbrau based?
Auerbrau is headquartered in Rosenheim, Germany, in the Europe region.
Who are Auerbrau's main competitors?
Direct peers on record are Bayerische Staatsbrauerei Weihenstephan, Maisel & Friends, Augustiner-Bräu München, Staatliches Hofbräuhaus München, Schneider Weisse and Erdinger Weißbräu. Broad incumbents are Krombacher Brauerei, Paulaner Brauerei Gruppe, Spaten-Löwenbräu-Gruppe and Warsteiner Brauerei.
Does Auerbrau have an API?
No public API is recorded for Auerbrau.
What industry is Auerbrau in?
Auerbrau's product category is Brewery. Its primary akta.pro industry code is CRADAIAA, Beer Brewing & Brands, with a secondary code of THAFALAD, Regional & National Breweries. Its NAICS code is 31212 and its SIC code is 2082.