What Aass Brewery does

Aass Bryggeri is Norway's oldest continuously operating brewery, founded in 1834 and headquartered in Drammen on the Drammenselva river. The company is privately held and family-owned for five generations under the parent entity AS P. LTZ Aass, with Lauritz Aass taking over as Managing Director in November 2024. It produces a diversified beverage portfolio including 22+ beer varieties (core pilsners, IPAs, bocks, wheat beers, LITE low-calorie/gluten-free variants, seasonal Christmas beers), non-alcoholic beers under the UTEN brand, the Aass Vørterøl malt beverage (Norway's best-selling vørterøl), ciders, cocktails, hard seltzer, mineral water, soft drinks, and spirits (Lauritz Aquavit and Bitter). Underlying technology combines decoction brewing (used for Lundetangen Pilsner), under- and top-fermentation methods, a proprietary yeast strain cultivated across generations, natural water from the local Glitre source, and a 2015 Steinecker brewhouse operating two filling lines at 8,000-30,000 units per hour.

Revenue is generated through three channels: (1) wholesale grocery distribution across all Norwegian grocery chains via national wholesalers, supported by a dedicated grocery sales force; (2) out-of-home/on-trade supply to bars, restaurants, and venues via distributors and a direct sales organization with regional district managers and field service technicians handling keg (20L/30L steel and keykegs) and tank beer delivery; and (3) direct-to-consumer revenue from the Bryggeriutsalg (brewery outlet open Thursdays), ticketed public events (beer tastings, tours, dinners) sold through TrueStory.no, and corporate/private venue hire of three unique historic venues (Gildehallen, Direktørboligen, Pilotbryggeriet), generating 17,748 visitors in 2024. The business holds BRC Global Standard Grade A certification, participates in Norway's Infinitum and Grønt Punkt packaging recovery schemes, and complies with the Åpenhetsloven transparency act. 2024 revenue exceeded 444 MNOK with approximately 100 employees and 98% delivery reliability.

Name

Aass Brewery

Legal name

AS P. LTZ Aass

Website

https://aass.no

Company type

Private

Founded year

1834

Operating status

Operating

Headcount range

51–100 employees

Short description

Aass Bryggeri is Norway's oldest family-owned brewery (est. 1834), producing 22+ beer varieties plus ciders, cocktails, spirits, and non-alcoholic beverages for nationwide grocery and on-trade distribution across Norway, supported by a historic visitor experience in Drammen.

Ownership category

akta.pro rank

Product category

Brewery

NAICS

Breweries (31212), Breweries (312120), Beer, Wine, and Liquor Retailers (44532), Drinking Places (Alcoholic Beverages) (722410)

SIC

Malt Beverages (2082), Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)

akta.pro primary industry

Beer Brewing & Brands (CRADAIAA)

akta.pro secondary industries

Packaging & Production Breweries (Limited/No On-site Service) (THAFALAB), Beer, Brewery & Craft Beverage Tastings (THAJAGAE), Beer, Wine & Spirits Wholesale Distribution (CRAOAIAA), Beer Retail (Bottle Shops & Beer Merchants) (CRANABAC)

Keywords

• Craft beer brewing
• Non-alcoholic beverages
• Brewery visitor experiences
• Norwegian spirits production
• Cider and cocktails

Headquarters

HQ city

Drammen

HQ country

Norway

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Beer & Beverage Products (Retail): Sale of beer, non-alcoholic beer, vørterøl (Kvass), cider, cocktails, hard seltzer, aquavit, bitter, apple juice, and mineral water to Norwegian grocery retail chains. Products sold nationwide in all Norwegian grocery stores.
2. Out-of-Home / On-Tap (Venue): Sale of beer and beverages on tap (20L and 30L steel kegs, keykegs) to bars, restaurants, and venues through distributors. Bryggeriutsalg (brewery outlet) also sells directly to consumers. Equipment rental (bar taps, tabletop dispensers) to venues.
3. Visitor Experience & Events: Revenue from ticketed public events (beer tastings, brewery tours, pizza nights, dinners) sold through TrueStory.no, and from private/corporate venue hire of Gildehallen, Direktørboligen, and Pilotbryggeriet.
4. Spent Grain (By-product): Spent grain (mask) from brewing — over 8 million liters annually — is collected by local farmers and used as animal feed. This circular by-product creates value in the local agricultural community.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Aass Bryggeri produces and sells a diversified portfolio of beer (pilsners, IPAs, bocks, seasonal and lighter variants), non-alcoholic beer (UTEN line), vørterøl, cider, cocktails, hard seltzer, mineral water, apple juice, Christmas soft drinks, and spirits (Lauritz Aquavit and Lauritz Bitter) under the Aass brand. Products are distributed nationwide in Norway through grocery chains, on-trade venues, and a direct brewery outlet. The brewery also operates a visitor experience (Besøk Aass) with ticketed tours, beer tastings, and three event venues (Gildehallen, Direktørboligen, Pilotbryggeriet).

Product overview

Aass Bryggeri (Aass Brewery) is Norway's oldest brewery, established in 1834, producing a diversified portfolio of beverages. The product range centers on beer offerings including core pilsners (Aass Pilsner, Aass Fatøl, Lundetangen Pilsner), specialty beers (Aass Bayer, Aass West Coast IPA, Aass Halling, Aass Bock), seasonal Christmas beers (Aass Juleøl, Aass Juleøl Premium, Aass Juleøl Vellagret, Bryggerimesterens Juleøl), and lighter variants (LITE series including Vienna Lager, Pilsner, Sommerøl, Krystall). The non-alcoholic offerings include the UTEN line (UTEN Original, UTEN IPA, UTEN Juleøl, UTEN LITE) and Aass Vørterøl. Beyond beer, the portfolio encompasses ciders (Aass Eplecider), cocktails (Aass Spritz, Himkok Oslo Mule), hard seltzer (Aass Hard Seltzer), mineral water (Aass Glitre Naturell), soft drinks (Aass Eplemost, Aass Julebrus), and spirits (Aass Lauritz Aquavit, Aass Lauritz Bitter). The company operates as a single-location brewery in Drammen with approximately 100 employees and over 444 MNOK in 2024 revenue.

Differentiator

Problem solved

Functional benefit

Brands

• Lauritz Aquavit: Aquavit brand named after Lauritz Aass, featuring a full-bodied and flavorful spirit with spicy aftertaste.
• Lauritz Bitter
• UTEN
• Himkok

Products and services

• Aass Pilsner A straw-yellow pilsner brewed with local Glitre water, the proprietary Aass yeast strain, and Saaz hop bitterness. Aass has brewed pilsner since the 1890s and it remains the flagship core beer product sold in grocery retail and on-trade nationwide.
• Aass Fatøl Draught-style beer produced for the authentic taste of tap beer at home, with balanced flavor, fresh aroma, and light bitterness. Packaged for retail sale.
• Aass LITE Vienna Lager Golden gluten-free Vienna lager with 30% fewer calories and 70% fewer carbohydrates, positioned as a lighter alternative within the Aass LITE range.
• Aass Bayer Nut-brown beer with sweetish and roasted aroma of grain and malt, featuring balanced bitterness in the classic Bavarian-style profile.
• Aass West Coast IPA Unfiltered light IPA with fruity taste and aroma of American West Coast hops, designed to pair with strongly flavored dishes.
• Aass Halling Straw-yellow beer with aroma of grain and malt, originally developed in 1998 for the Hallingdal region of Norway.
• Lundetangen Pilsner Straw-yellow pilsner brewed using decoction (a traditional method typically reserved for dark beers) to extract more sweetness from the malt. Brand rights secured by Norwegian Supreme Court ruling in 1999.
• Aass Bock Chestnut-brown bock beer with powerful aroma of roasted grain, malt, and fruit, with distinct sweetness and balanced bitterness.
• Aass Pilsner Premium Premium version of Aass Pilsner, brewed with the best raw materials and nearly 200 years of brewing knowledge behind it.
• Aass Juleøl Nut-brown seasonal Christmas beer with sweetish and roasted aroma of grain and malt, featuring rich taste with moderate sweetness and balanced bitterness.
• Aass Juleøl Premium Premium chestnut-brown Christmas beer with powerful aroma of roasted grain, malt, and fruit, featuring rich taste with distinct sweetness.
• Aass Juleøl Vellagret Aged nut-brown Christmas beer with powerful and vinous aroma of malt and fruit, featuring rich and long-lasting taste that develops with aging.
• Aass Bryggerimesterens Juleøl Dark-brown seasonal Christmas beer from the brewmaster's recipe, with sweetish aroma of roasted malt and spices and a rich, round taste.
• Aass LITE Pilsner Gluten-free lighter variant of Aass Pilsner with classic Saaz hops, positioned for consumers who want the Aass Pilsner taste with fewer calories.
• Aass LITE Sommerøl Gluten-free summer lager, cold-filtered with a mild hop profile and balanced fruitiness for warm-weather consumption.
• Aass ULTRA LITE Light and fresh low-calorie lager with reduced carbohydrates, mild aroma, light fruity taste, and low bitterness.
• Aass LITE Krystall Gluten-free crystal-clear extra-filtered light lager with a clean and fresh taste, low bitterness, and low sweetness.
• Aass Blanc Light and unfiltered wheat beer with French inspiration, featuring fresh and fruity taste of passion fruit and peach.
• Aass Ankerpils A traditional pilsner tribute, with light acidity from wheat, evoking the maritime tradition of anchoring after a day's sailing.
• UTEN Original Straw-yellow non-alcoholic beer positioned under the dedicated UTEN sub-brand, brewed with the same craftsmanship as Aass's alcoholic beers.
• Aass UTEN IPA Copper-red non-alcoholic IPA with aroma of malt, hops, and fruit, featuring distinct hop taste, high bitterness, and fruitiness.
• Aass UTEN Juleøl Non-alcoholic seasonal Christmas beer with sweetish and roasted aroma, designed for social gatherings during the darkest time of year.
• UTEN LITE Bright golden gluten-free non-alcoholic beer with 30% fewer calories and citrus notes from hops.
• Aass Vørterøl Nut-brown non-alcoholic wort beer (kvass) with rich taste and distinct malt sweetness, marketed as a natural-energy strengthening drink and the best-selling vørterøl in Norway.
• Aass Eplecider Dry cider with fresh and fruity taste, distinct apple flavor, and light acidity, packaged for retail sale.
• Himkok Oslo Mule Pre-mixed cocktail with deep spicy tones, lively ginger, and a hint of natural sage, produced in partnership with Oslo-based Himkok.
• Aass Spritz Italian-style cocktail with a taste of bitter orange that combines sweetness, bitterness, and acidity in harmony.
• Aass Hard Seltzer friske nordiske bær Carbonated alcoholic hard seltzer flavored with fresh Nordic berries, with only 99 calories per box, designed to be enjoyed ice-cold.
• Aass Glitre Naturell Sparkling mineral water sourced from the Glitre waterworks, sold as a natural choice to pair with food or for hydration.
• Aass Eplemost Classic apple juice made from 100% pure apple concentrate, marketed as a natural pairing with food.
• Aass Julebrus Sparkling raspberry-flavored traditional Norwegian Christmas soda pairing for Christmas porridge.
• Aass Julebrus Sukkerfri Sugar-free version of the classic Aass Julebrus with raspberry flavor and light sweetness.
• Aass Lauritz Aquavit Full-bodied, round, and flavorful aquavit with good balance and a long spiced aftertaste, named after Lauritz Aass.
• Aass Lauritz Bitter Dark copper-colored bitter spirit with hints of brown, inviting aroma of herbs, spices, and orange, with sweet attack and muted bitterness.
• Direktørboligen Venue Hire Rental of the historic 1874 Direktørboligen manor house for weddings, confirmations, and private events, with capacity for 60 seated guests. Weekday rental 5,000 NOK, weekend rental 10,000 NOK.
• Pilotbryggeriet Pub and Microbrewery Pilot brewery and pub converted from the former Drammen public bath, hosting beer tastings and events and still producing small experimental batches.
• Bryggeriutsalg (Brewery Outlet) Direct-to-consumer brewery outlet open Thursdays 14:00-16:00, selling all Aass products up to 4.7% ABV in full cases, renting out bar taps and tabletop dispensers, and selling draft beer and merchandise.
• Besøk Aass Ticketed Events and Tours Ticketed public visitor experiences including beer tastings (6-8 beers with food), brewery tours, pizza and beer nights, and dinner events, delivered by certified beer sommeliers at the brewery in Drammen.
• Gildehallen Event Venue Hire Rental of the 1892-built Gildehallen hall adjacent to the brewery for tastings, dinners, corporate events, and large gatherings, with capacity for large groups.

Quantifiable outcome

• 98% delivery reliability rate to out-of-home customers
• +6 more outcomes

Named customers2 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

Nine partnerships are on record, tiered core and minor.

• AS P. LTZ AasscoreOthersAS P. LTZ Aass is the parent holding company of Aass Bryggeri and Aass Kvartalet real estate. It is family-owned with a long-term, sustainable approach to managing the brewery, properties, and business development. The holding company oversees the property portfolio and strategic direction.
• Kirkens Bymisjon DrammenminorGTM or Marketing PartnerKirkens Bymisjon (Church Mission) Drammen is a humanitarian organisation providing services to disadvantaged people in Drammen. Aass Bryggeri supports the organisation with financial donations and product donations. This reflects Aass's community responsibility programme.
• Rett Fram OpplevelserminorGTM or Marketing PartnerRett Fram Opplevelser is a volunteer organisation giving children and young people from disadvantaged backgrounds access to social experiences and memories for life. Aass Bryggeri sponsors the organisation with funds. No means-testing is applied — all children in need are welcome.
• Too Good To GominorGTM or Marketing PartnerAass Bryggeri partners with Too Good To Go, a surplus food and beverage app, to sell surplus non-alcoholic drinks at reduced prices. This reduces waste and provides an additional distribution channel for surplus inventory.
• Grønt Punkt NorgeminorOthersGrønt Punkt Norge is a Norwegian packaging recovery organisation. Aass Bryggeri is a member and participates in the Plastløftet (Plastic Pledge) initiative, committing to reduce plastic use and increase recycled content in packaging.
• InfinitumminorOthersInfinitum is Norway's beverage packaging return and recycling organisation. Aass Bryggeri is a member; all Aass packaging carries Infinitum return symbols and is part of Norway's deposit and return system. Aass participates in the Infinitum return scheme for serveringssteder (hospitality venues).
• TrueStory.nocoreChannel Partner/ Reseller/ DistributorTrueStory.no is the official ticketing partner for Aass Bryggeri's public events, including beer tastings, brewery tours, pizza nights, and dinner events. Customers purchase tickets to Besøk Aass experiences via the TrueStory platform.
• Norwegian Grocery WholesalerscoreChannel Partner/ Reseller/ DistributorAass Bryggeri distributes its full product range to Norwegian grocery retail chains via wholesalers. Products are co-loaded with other suppliers' goods for efficient delivery. Daily grocery chains manage store delivery and shelf placement, reducing Aass's logistics footprint.
• Beverage AcademycoreStrategic or Co-development PartnerBeverage Academy (Oslo) provides the certified ølsommelier (beer sommelier) training programme. Anders Lien and Martin Schrøder-Enger completed their ølsommelier certification through Beverage Academy. The programme covers tasting technique, brewing knowledge, and beer-food pairing. Led by Norway's first beer sommelier, Amund Pollen Arnesen.

Scale indicators10 records

Recent moves10 records

Expansion highlights6 records

Emerging players

• Nøgne Ø: Independent Norwegian craft brewery focused on IPAs, saisons and specialty beers, competing with Aass in the craft and on-trade segments where younger consumers gravitate.
• Lervig Aktiebryggeri: Stavanger-based craft brewery with strong presence in Norwegian craft and HoReCa, competing for the same specialty-beer taps and craft-loving consumer Aass targets with its West Coast IPA line.

Broad incumbents

• Royal Unibrew: Danish multi-beverage group operating across beer, soft drinks and cider in the Nordics and beyond. Analogous as a broader incumbent that competes for the same Nordic retail and on-trade buyers Aass services.
• Ringnes: Largest brewer in Norway (owned by Carlsberg Group), offering overlapping mainstream and craft-style beers (e.g., Ringnes, Frydenlund) across grocery and on-trade. Sets the competitive benchmark Aass must beat for Norwegian shelf and tap share.

Direct peers

• Mack's Ølbryggeri: Norway's other historic regional brewery (founded 1877 in Tromsø), producing a comparable multi-format beer portfolio distributed nationally in Norwegian grocery and on-trade channels — the closest direct peer to Aass within Norway.
• Hansa Borg Bryggerier: Norwegian regional brewer (Hansa, Borg, CB, Mack's alliance) producing a multi-brand portfolio across lagers, ales and ciders for the same nationwide grocery and out-of-home channels Aass serves.

Regional players

• Åbro Bryggeri: Swedish family-owned brewery with comparable multi-generation heritage and a similar wide beverage portfolio (beer, cider, soft drinks, water), serving as a Scandinavian parallel for Aass's operating model across the border.
• Spendrups Bryggeri: Swedish brewery and beverage producer offering beer, cider, soft drinks and mineral water — comparable in product breadth, packaging focus, and family-era origins, but serving the Swedish market rather than Norway.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Aassbryggeridrammen
• LinkedInlinkedin.com/company/aassbryggeri
• Instagraminstagram.com/aassbryggerias
• TikToktiktok.com/@aass.bryggeri.offisiell

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Aass Brewery