Hacker-Pschorr
Hacker-Pschorr Bräu GmbH is a traditional Munich brewery producing Bavarian beer specialties under the 1516 Reinheitsgebot, serving Bavarian gastronomy, retail, and Oktoberfest channels through the Paulaner Brauerei Gruppe's distribution network and its own festival tents.
- Company typePrivate
- Founded1972
- HeadquartersMunich, Germany
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
What Hacker-Pschorr does
Hacker-Pschorr Bräu GmbH is a traditional Munich-based brewery operating under the Bayerisches Reinheitsgebot of 1516, producing a portfolio of Bavarian beer specialties including lagers (Münchner Hell, Münchner Gold), radlers, dark lagers (Münchner Dunkel), wheat beer (Hefe Weiße), seasonal Oktoberfest Bier, Kellerbier, and alcohol-free variants. The company traces its heritage to the Hacker brewery first mentioned in 1417 and the Pschorr brewery founded in the early 19th century; the modern entity was formed in 1972 through the merger of the two Pschorr-family businesses and has been wholly owned by the Paulaner Brauerei Gruppe since Josef Schörghuber acquired a controlling stake in 1979.
The business operates through three interlocking revenue streams: packaged and draft beer sales to retail and gastronomy; festival and event operations at the Hacker-Festzelt (operated by Thomas Roiderer) and Pschorr-Bräurosl tent at Oktoberfest; and dedicated gastronomy distribution executed by Paulaner Getränke und Service Gesellschaft (GSG) using approximately 80 delivery drivers across eight Bavarian locations. Hacker-Pschorr serves Bavarian restaurants, beer gardens, hotels, and event venues as its primary channel, with the United States listed as a secondary market. The brand maintains flagship partnerships with TSV 1860 München, EHC Red Bull München, and the Brass-Wiesn festival, and holds one of only six authorized brewing licenses for Munich Oktoberfest beer, a regulatory exclusivity that anchors its premium positioning and the "Himmel der Bayern" identity refresh launched in 2021.
Hacker-Pschorr firmographics
Firmographics- Name
- Hacker-Pschorr
- Legal name
- Hacker-Pschorr Bräu GmbH
- Website
- https://hacker-pschorr.de
- Company type
- Private
- Founded year
- 1972
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Hacker-Pschorr Bräu GmbH is a traditional Munich brewery producing Bavarian beer specialties under the 1516 Reinheitsgebot, serving Bavarian gastronomy, retail, and Oktoberfest channels through the Paulaner Brauerei Gruppe's distribution network and its own festival tents.
- Ownership category
- akta.pro rank
Hacker-Pschorr industry classification
Industry- Product category
- Traditional Bavarian Brewery
- NAICS
- Breweries (31212), Breweries (312120), Beverage Manufacturing (3121)
- SIC
- Malt Beverages (2082), Beverages (2080)
- akta.pro primary industry
- Beer Brewing & Craft Brewing (AFAFAAAA)
- akta.pro secondary industries
- Beer Brewing & Brands (CRADAIAA), Regional & National Breweries (THAFALAD), Taprooms & Brewpubs (CRANACAF)
Keywords
Where Hacker-Pschorr is headquartered
LocationHeadquarters
- HQ city
- Munich
- HQ country
- Germany
- HQ region
- Europe
Offices2 records
Markets served
Hacker-Pschorr business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Brewery Product Sales: Sale of packaged and draft beer products through retail and gastronomy channels. Product range includes lagers, wheat beers, radlers, non-alcoholic beers, seasonal specialties like Oktoberfest beer, and specialty beers like Kellerbier and Münchner Dunkel.
- Festival and Event Operations: Revenue from operating festzelte (beer tents) at Oktoberfest, including the Hacker-Festzelt (run by Thomas Roiderer) and sponsorship/presence at Pschorr-Bräurosl tent. Additional event revenue from Brass-Wiesn festival partnership.
- Gastronomy Distribution: Distribution through Paulaner Getränke und Service Gesellschaft (GSG), which delivers beverages and non-food items to gastronomy partners including restaurants, beer gardens, and hotels. GSG operates ~80 beer delivery drivers and manages logistics across Bavaria.
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
Hacker-Pschorr product offering
Product offeringCore offering
Hacker-Pschorr is a traditional Munich-based brewery producing a portfolio of Bavarian beers brewed under the Reinheitsgebot of 1516, including light lagers (Hellbier), wheat beers (Weissbier), radler blends, and seasonal specialties such as Oktoberfest Bier. The company distributes packaged and draft beer through the Paulaner GSG wholesale network to gastronomy partners across Bavaria, operates the Hacker-Festzelt at Oktoberfest, and is one of only six Munich breweries authorized to serve beer at Oktoberfest.
Product overview
Hacker-Pschorr is a traditional Munich-based brewery offering a portfolio of Bavarian beer specialties. The product lineup consists of three main beer categories: Hellbieres (light lagers) including Münchner Hell, Münchner Gold, and their alcohol-free variants; Radler (beer-lemonade blends) available in both regular and alcohol-free versions; and specialty beers (Bierspezialitäten) featuring seasonal Oktoberfest Bier, Kellerbier, and Münchner Dunkel. Additionally, wheat beer (Hefe Weiße) completes the core range. The company, part of the Paulaner Brewery Group, operates the Hacker-Festzelt and Pschorr-Bräurosl tents at Munich's Oktoberfest and maintains partnerships with regional sports and cultural organizations.
Differentiator
Problem solved
Functional benefit
Products and services
- Münchner Hell Classic Bavarian lager with soft, malty character and delicate hop notes, golden yellow color, balanced mild refreshing taste. Core light lager (Hellbier) for retail and gastronomy.
- Münchner Gold Premium hell beer inspired by late 19th-century Munich brewing traditions, with higher original gravity, malty character, brilliant golden color, and balanced hop bitterness.
- Hell Naturtrüb Alkoholfrei Non-alcoholic variant of the classic Münchner Hell. Malt-fresh flavor with harmonious hop notes, enriched with folate and vitamin B12.
- Münchner Radler Refreshing beer-lemonade blend combining fine lemon lemonade with smooth Münchner Hell. Fruity citrus notes paired with noble hop aromas.
- Natur Radler Natural radler combining 50% Münchner Hell with naturally cloudy lemon lemonade from 100% natural ingredients. Fruity citrus notes harmonize with sparkling refreshment.
- Natur Radler Alkoholfrei Alcohol-free natural radler combining 50% alcohol-free hell beer with naturally cloudy lemon lemonade, balanced hop character with subtle malt and citrus notes.
- Kellerbier Unfiltered cellar beer with traditional aging and maturation. Fruity caramel and honey notes with natural turbidity, rustic, refreshing, and mild.
- Oktoberfest Bier Traditional Wiesn specialty beer with bright amber color and full-bodied flavor. Markedly malty with honey and light caramel notes, strong but unobtrusive hop character. One of only 6 Munich breweries authorized to serve beer at Oktoberfest. Available in bottles since 2024.
- Münchner Dunkel Dark bottom-fermented beer aged slowly to develop sweet roasted malt notes and full-bodied taste. Dark chestnut-brown color with opalescent turbidity.
- Hefe Weiße Unfiltered wheat beer, naturally cloudy with spicy and refreshing character. Fruity yeast notes with light sweetness of bananas and honey, subtle hop aroma.
Companies that use Hacker-Pschorr
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles3 records
Hacker-Pschorr technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Hacker-Pschorr partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and flagship.
- TSV 1860 MünchencoreLong-standing partnership between two Munich institutions. Since 2022, collaboration intensified to create 'himmlische Fanmomente' (heavenly fan moments). Includes exclusive 'Sechzger Hell' beer edition. Presence at Grünwalder Stadion home games and away matches. Joint marketing and fan engagement activities.
- Brass-Wiesn FestivalflagshipPartner since 2015 of Brass-Wiesn festival in Eching near Munich. Festival features traditional brass music with modern rap and brass rhythms, 5 stages, 80+ bands, and over 15,000 visitors annually. Hacker-Pschorr guarantees refreshing beer supply on the festival grounds.
- EHC Red Bull MünchencoreMulti-year partnership supporting Munich's premier ice hockey team. Numerous championships and victories celebrated together. Hacker-Pschorr serves as long-standing beer partner at Olympia Eisstadion home games in PENNY DEL league.
- Hacker-Festzelt (Thomas Roiderer)flagshipThe Hacker-Festzelt at Oktoberfest, operated by Thomas Roiderer, is one of the most popular beer tents at the world's largest folk festival. Features interior murals depicting Munich city life, rotating music podium, and shed roof with ventilating beams.
- Pschorr-BräuroslflagshipNamed after Rosi Pschorr, daughter of former brewery owner, this tent at Oktoberfest maintains strong traditions. The legendary brewer's daughter became popular for her yodeling performances that entertained visitors.
- Paulaner Getränke und Service Gesellschaft (GSG)coreGSG manages all logistics, delivery, and order fulfillment for Hacker-Pschorr products to gastronomy partners. Operates 4 main branches plus partner locations with ~80 beer delivery drivers across Bavaria. Offers approximately 450-600 beverage articles and 350+ non-food items. Same-day/next-day delivery service.
Scale indicators4 records
Recent moves5 records
Expansion highlights5 records
Hacker-Pschorr competitors and assessment
Company assessmentDirect peers
- Paulaner Brauerei Gruppe: The parent company of Hacker-Pschorr and operator of the Paulaner brand, which is also one of the six Munich breweries authorized to serve at Oktoberfest. Sister brand with identical distribution (Paulaner GSG) and overlapping product portfolio in Bavarian Helles and wheat beer.
- Bayerische Staatsbrauerei Weihenstephan: Freising-based Bavarian brewery widely regarded as the world's oldest brewery, part of the Technical University of Munich. Direct peer in traditional Bavarian brewing heritage and on-premise gastronomy channels.
- Augustiner-Bräu: Munich-based traditional Bavarian brewery, also one of the six breweries authorized to serve Oktoberfest beer. Operates the Augustiner-Festhalle tent. Direct competitor in the same traditional Bavarian lager category with comparable heritage positioning.
- Erdinger Weissbräu: Germany's largest wheat beer brewery, headquartered in Erding, Bavaria. Closely comparable regional craft-style brewery with strong Bavarian identity and broad gastronomy distribution across Germany.
- Hofbräu München: Staatliches Hofbräuhaus München — another of the six authorized Oktoberfest breweries, operating the Hofbräu-Festzelt (largest Oktoberfest tent). State-owned traditional Bavarian brewery directly competing in the same on-premise and festival channels.
- Spaten-Franziskaner-Löwenbräu: Munich-based traditional brewery group owned by AB InBev, operating the Spaten and Franziskaner brands — both served at Oktoberfest. Directly comparable Munich heritage brewery with overlapping product portfolio and Oktoberfest tent presence.
Broad incumbents
- Krombacher Brauerei: Germany's largest privately-owned brewery (Krombacher family). Comparable in scale as a major German regional brewer with national gastronomy and retail presence, though focused in North Rhine-Westphalia rather than Bavaria.
- Radeberger Gruppe: Dr. Oetker-owned German brewing group encompassing numerous regional brands across Germany. Comparable as a privately-held multi-brand German brewery group with shared national distribution infrastructure.
- Bitburger Brauerei: Major German national brewery group with multiple brand families. Comparable as a privately-held German brewing group operating in gastronomy and retail channels nationwide, though focused on Pils rather than Bavarian Helles.
- Anheuser-Busch InBev: Global brewing incumbent that owns Spaten, Franziskaner, Beck's, and other German brands. Competes broadly across all beer categories Hacker-Pschorr serves, with vastly larger scale and international distribution capabilities.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Hacker-Pschorr social profiles
Digital presenceHacker-Pschorr compliance and trust
Trust signalCompliance1 record
Hacker-Pschorr financial estimates
Financial estimateRevenue estimate
Valuation estimate
Hacker-Pschorr leadership team
Management profileNumber of profiles
Profiles5 records
Hacker-Pschorr funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Hacker-Pschorr 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 Hacker-Pschorr
What does Hacker-Pschorr do?
Hacker-Pschorr is a traditional Munich-based brewery producing a portfolio of Bavarian beers brewed under the Reinheitsgebot of 1516, including light lagers (Hellbier), wheat beers (Weissbier), radler blends, and seasonal specialties such as Oktoberfest Bier. The company distributes packaged and draft beer through the Paulaner GSG wholesale network to gastronomy partners across Bavaria, operates the Hacker-Festzelt at Oktoberfest, and is one of only six Munich breweries authorized to serve beer at Oktoberfest.
Is Hacker-Pschorr a public or private company?
Hacker-Pschorr is a private company. It is classified as corporate owned and is currently operating.
When was Hacker-Pschorr founded?
Hacker-Pschorr was founded in 1972. It employs 11 to 50 people.
Where is Hacker-Pschorr based?
Hacker-Pschorr is headquartered in Munich, Germany, in the Europe region.
How does Hacker-Pschorr make money?
Three revenue lines are on record. Brewery Product Sales are the primary driver. The others are festival and Event Operations and gastronomy Distribution.
Who are Hacker-Pschorr's main competitors?
Direct peers on record are Paulaner Brauerei Gruppe, Bayerische Staatsbrauerei Weihenstephan, Augustiner-Bräu, Erdinger Weissbräu, Hofbräu München and Spaten-Franziskaner-Löwenbräu. Broad incumbents are Krombacher Brauerei, Radeberger Gruppe, Bitburger Brauerei and Anheuser-Busch InBev.
Does Hacker-Pschorr have an API?
No public API is recorded for Hacker-Pschorr.
What industry is Hacker-Pschorr in?
Hacker-Pschorr's product category is Traditional Bavarian Brewery. Its primary akta.pro industry code is AFAFAAAA, Beer Brewing & Craft Brewing, with a secondary code of CRADAIAA, Beer Brewing & Brands. Its NAICS code is 31212 and its SIC code is 2082.