Hacker-Pschorr

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.

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

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

• Traditional Bavarian brewing
• Oktoberfest beer
• Bavarian lager production
• Gastronomy beverage distribution
• Brewery heritage brand

Headquarters

HQ city

Munich

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. 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.
2. 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.
3. 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

Core 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.

Named customers5 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

Feature3 records

Partnerships

Six partnerships are on record, tiered core and flagship.

• TSV 1860 MünchencoreStrategic or Co-development Partner · 1 January 2022Long-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 FestivalflagshipStrategic or Co-development Partner · 1 January 2015Partner 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 MünchencoreStrategic or Co-development PartnerMulti-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)flagshipStrategic or Co-development PartnerThe 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-BräuroslflagshipStrategic or Co-development PartnerNamed 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)coreChannel Partner/ Reseller/ DistributorGSG 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

Direct 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

• Facebookfacebook.com/hackerpschorr
• Instagraminstagram.com/hacker_pschorr
• Xx.com/hakerpshor

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Hacker-Pschorr