Maxlrainer

What Maxlrainer does

Schlossbrauerei Maxlrain, operating under the consumer-facing brand Maxlrainer, is a private Bavarian brewery founded in 1636 and headquartered in Maxlrain/Tuntenhausen, approximately 45 km south of Munich near Bad Aibling. The company is structured as a GmbH & Co. KG (limited partnership) led by Managing Director Peter Prinz von Lobkowicz, with a small team of 1-10 employees. It produces 16 craft-brewed beer specialties using the traditional Dreimaischverfahren (triple-mash brewing process) with proprietary spring water from the Mangfall Valley, locally-sourced barley and hops, and strict adherence to the Bavarian Purity Law (Reinheitsgebot). The portfolio spans core lagers (Schloss Gold, Helles, Maxl Helles), wheat beers (Leo Weisse, Schloss Weisse), specialty and seasonal beers (Jubilator Doppelbock, Kirtabier, Festbier, Maxl Zwickl, Bairisches Pils, Aiblinger Schwarzbier, Schloss Trunk Kellerbier), light and alcohol-free variants (Ernte Hell, Ernte Weisse, Engerl Hell, Engerl Weisse), plus a Maxl.Limonaden soft drink line.

The company monetizes through three primary revenue streams: packaged beer sales to beverage retailers and through its own online shop (der-getraenke.shop/Maxlrainer-Shop); draft/keg beer sales to on-premise HoReCa partners and its two on-site gastropubs (Bräustüberl Maxlrain and Schlosswirtschaft Maxlrain) across Bavaria, Munich, Austria, South Tyrol, and select other cities; and paid brewery tours (group rate 295 EUR for up to 15 persons, plus 19.50 EUR per additional person). Go-to-market combines direct-to-consumer (DTC) channels with a sales-led HoReCa motion featuring a dedicated team including a Vertriebsleiter, Verkaufsleiter Gastronomie, and regional Gebietsverkaufsleiter covering Bavaria and broader trade territories. Customer segments span vertical HoReCa partners (all SMBs such as Kramerwirt, Kugleralm, Das Lindner, BUFET, KOSMOS), beverage retailers, and beer enthusiasts/tourists consuming on-site. Quality positioning is reinforced by Slow Brewer certification (one of 32 in Europe), 19 consecutive Federal Honor Awards (a German record), 12 DLG Gold medals annually, and the 2024 Brewery of the Year designation.

Name

Maxlrainer

Legal name

Schlossbrauerei Maxlrain GmbH & Co. KG

Website

https://maxlrain.de

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Schlossbrauerei Maxlrain is a privately held Bavarian brewery founded in 1636 that produces 16 craft beer specialties plus soft drinks, distributing primarily to HoReCa partners and beverage retailers across Bavaria, Austria, and South Tyrol via its own sales team and direct-to-consumer channels.

Ownership category

akta.pro rank

Product category

Craft Beer / Brewery

NAICS

Breweries (31212)

SIC

Malt Beverages (2082)

akta.pro primary industry

Beer Brewing & Craft Brewing (AFAFAAAA)

Keywords

• Craft beer
• Bavarian brewery
• Pilsner beer
• Wheat beer
• Alcohol-free beer

Headquarters

HQ city

Maxlrain

HQ country

Germany

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Beer Sales - Retail/Bottle: Sale of packaged beer products (bottles and cans) through beverage retailers and the brewery's online shop. Products include 16 beer varieties in various formats (0.33L, 0.5L bottles) and packaging (carriers, crates, individual bottles).
2. Beer Sales - On-Premise/Gastronomy: Draft beer sales to restaurants, bars, hotels, and the brewery's own on-site gastropubs (Bräustüberl and Schlosswirtschaft). Keg/cask sales in 30L and 50L formats.
3. Brewery Tours: Paid brewery tours for groups with tasting sessions. Groups up to 15 persons at a flat rate of 295 EUR, additional persons at 19.50 EUR per person.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Schlossbrauerei Maxlrain brews and sells 16 craft Bavarian beer varieties (Helles, Zwickl, Schloss Gold export, Kellerbier, Pilsner, wheat beers, Schwarzbier, seasonal Märzen/Doppelbock, light and alcohol-free beers) plus a soft drink line, using the traditional triple-mash brewing process with own-spring water and local ingredients. The brewery also operates two on-site gastropubs, a direct-to-consumer online shop, and offers paid brewery tours with beer tastings.

Product overview

Schlossbrauerei Maxlrain is a traditional Bavarian brewery founded in 1636, offering a portfolio of 16 craft-brewed beer specialties alongside soft drinks. The core beer range includes three pale filtered lagers (Schloss Gold export, Helles Vollbier, and Maxl Helles in Euro bottle), two unfiltered cloudy beers (Maxl Zwickl and Schloss Trunk Kellerbier), two wheat beers (Leo Weisse pale and Schloss Weisse dark), one Pilsner (Bairisches Pils), and one dark beer (Aiblinger Schwarzbier). Seasonal specialties include Jubilator Doppelbock strong beer, Kirtabier Märzen, and Festbier Christmas beer. Light beer variants include Ernte Hell Schankbier and Ernte Weisse light wheat. Zero-alcohol options comprise Engerl Hell and Engerl Weisse. The Maxl.Limonaden line offers soft drinks in the signature bulbous Euro bottle. The brewery also operates on-premise gastronomy services and offers brewery tours with tastings.

Differentiator

Problem solved

Functional benefit

Products and services

• Maxl Helles Classic Helles (pale lager) beer brewed in the Euro bottle after Munich brewing tradition, originating from 1877 when the brewery was moved to its current location. Sold as part of Maxlrainer's core range to gastronomy and retail partners and via the brewery's online shop.
• Maxl Zwickl Unfiltered, naturally cloudy Zwickl beer brewed like a classic Helles and bottled directly from the storage cellar with pull-off closure. Sold to gastronomy and retail customers.
• Schloss Gold Pale export beer and the most popular SKU in the Maxlrainer range, brewed with crystal-clear water from the brewery's own Mangfall Valley source and cold-stored for six weeks. Sold via HoReCa, retail and online shop.
• Helles Classic Bavarian Vollbier (full beer), golden-yellow with a persistent head, brewed in conformity with the Bavarian Purity Law. Sold across HoReCa and retail channels.
• Schloss Trunk Amber-colored, naturally cloudy Kellerbier (cellar beer) based on an ancient traditional recipe with soft caramel notes and floral hop aromas. Distributed to gastronomy and retailers.
• Aiblinger Schwarzbier

Quantifiable outcome

• 19 consecutive Federal Honor Awards - a record in German brewery scene
• +1 more outcomes

Named customers7 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

Feature2 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• DLG (Deutsche Landwirtschafts-Gesellschaft)coreOthers · 1 January 2023Annual quality testing partner. Maxlrainer submits all beers for DLG evaluation and has won gold medals consistently every year since at least 2020.
• Slow Brewing AssociationcoreOthers · 1 January 2023Quality certification organization. Maxlrainer certified as Slow Brewer in late 2023, one of only 32 breweries across Europe to hold this certification.
• Kramerwirt (Family Widmann)minorChannel Partner/ Reseller/ DistributorGastronomy partner in Irschenberg serving original Upper Bavarian specialties. Family Widmann operates the establishment in 3rd generation with their own regional meat processing.
• KugleralmminorChannel Partner/ Reseller/ DistributorRestaurant in Ebersberg offering Bavarian specialties and elevated cuisine in cozy rooms and panoramic beer garden.
• Das Lindner (Romantik Hotel & Restaurant)minorChannel Partner/ Reseller/ DistributorRomantik Hotel & Restaurant in Bad Aibling offering selected regional dishes in a refined ambiance.
• BUFETminorChannel Partner/ Reseller/ DistributorMunich establishment specializing in sausages and beer. Maxlrainer beer served directly from fresh tank.
• KOSMOSminorChannel Partner/ Reseller/ DistributorCult bar near Munich main train station with freshly tapped Maxlrainer beer, cocktails, and afternoon café offerings.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Hofbräu München: State-iconic Munich brewery now owned by global brewer AB InBev. Operates Bavarian lagers/wheat beers and on-premise beer halls — overlapping category but materially larger scale and deeper distribution.
• Paulaner: Major Munich brewery owned by Schörghuber group, offering a broad portfolio of Bavarian beers including alcohol-free. Larger scale and broader geographic reach make it an incumbent competitor in the same product categories.
• Hacker-Pschorr: Munich brewery (also part of AB InBev's German portfolio) producing traditional Bavarian beers. Comparable product categories and Bavarian heritage positioning, but operates at much larger scale with global distribution backing.

Direct peers

• Schneider Weisse: Munich-based wheat beer specialist (G. Schneider & Sohn) with traditional Bavarian brewing heritage and on-premise taproom. Comparable craft positioning with a wheat-led portfolio and strong HoReCa presence.
• Weihenstephan: World's oldest continuously operating brewery, located in Freising near Munich. Produces traditional Bavarian lagers and wheat beers with strong international HoReCa presence — comparable product mix and heritage credentials.
• Ayinger: Family-owned Bavarian brewery (Brauerei Aying) producing traditional Bavarian beers with strong DLG award pedigree. Highly comparable craft brewery profile, similar geographic focus in Upper Bavaria and matching on-premise/restaurant distribution model.
• Augustiner-Bräu München: Iconic Munich brewery operating traditional Bavarian lagers and on-premise beer halls. Comparable in heritage-driven positioning, Reinheitsgebot compliance, and HoReCa-led distribution, though at meaningfully larger scale.
• Erdinger Weißbräu: Germany's largest wheat-beer brewer, headquartered in Upper Bavaria. Closely comparable Bavarian brewery operating a portfolio of wheat, lager and alcohol-free SKUs through retail and on-premise channels.
• Andechser Klosterbrauerei: Bavarian monastery brewery on Lake Ammersee producing traditional lagers, wheat and Doppelbock beers with strong HoReCa and tourism focus. Comparable craft scale, heritage positioning, and Reinheitsgebot adherence.
• Tegernseer: Small Bavarian family-owned craft brewery on Lake Tegernsee with Reinheitsgebot compliance and regional HoReCa focus. Comparable in scale, craft positioning and heritage-driven on-premise distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/maxlrainer
• Instagraminstagram.com/schlossbrauerei.maxlrain
• LinkedInlinkedin.com/company/schlossbrauerei-maxlrain

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 Maxlrainer