What Maisel's Weisse does

Brauerei Gebr. Maisel GmbH & Co. KG, commercially known as Maisel's Weisse, is a fourth-generation, family-owned Bavarian brewery founded in 1887 in Bayreuth, Germany, and currently led by Jeff Maisel. The company produces a portfolio of Bavarian wheat beer specialties under the Maisel's Weisse master brand — Original (5.1% ABV), Leicht (3.1% ABV), Alkoholfrei (<0.5% ABV), Dunkel (5.1% ABV), Kristall (5.0% ABV), and the seasonal Bajuwarus Weizenbock (7.5% ABV) — alongside the Maisel & Friends craft line (IPAs, Pale Ales, specialty beers launched 2012), the Edelhopfen low-carb brand, and partner-brewery offerings from Bayreuther Bierbrauerei AG. Brewing is anchored in the Reinheitsgebot (Bavarian Purity Law) and two proprietary technical assets: a Bayerische Edelreifung second maturation process developed jointly with Erdinger Weissbräu and Schneider Weisse, and in-house pure culture yeast (Maisel's Weisse Hefe); the non-alcoholic variant uses a proprietary two-stage dealcoholization/blending process to preserve flavor below 0.5% ABV.

The company operates a diversified revenue model spanning wholesale beer distribution (retail grocery, on-premise keg/bottle in restaurants and beer gardens), direct-to-consumer e-commerce via shop.maisel.com, and an integrated tourism and hospitality business on the Maisel & Friends Brauereigelände — the 4,500+ sqm Maisel's Bier-Erlebnis-Welt museum, the Liebesbier Restaurant & Bar (21 taps, ~100 bottled beers), the 67-room Liebesbier Urban Art Hotel, and the Crazy Sheep KaffeeManufaktur coffee roastery — complemented by the annual Maisel's Weissbierfest (tens of thousands of visitors) and Maisel's FunRun (up to 4,000 runners). Distribution is primarily domestic through German retail and on-premise channels, with an export sales function supporting international shipments (validated by awards at the Australian International Beer Awards, European Beer Star, World Beer Awards, and Brussels Beer Challenge). The brewery maintains DIN ISO 9001-2015, DIN ISO 50001-2018, QS, and GVO certifications and was named 'Brewery of the Year' at the Finest Beer Selection in both 2023 and 2024. Customer segments span general beer consumers, health-conscious/active-lifestyle buyers (via the Alkoholfrei isotonic positioning), beer tourists, and craft beer enthusiasts, with no single anchor customer or named enterprise contract.

Name

Maisel's Weisse

Legal name

Brauerei Gebr. Maisel GmbH & Co. KG

Website

https://maisel.com

Company type

Private

Founded year

1887

Operating status

Operating

Headcount range

101–250 employees

Short description

Maisel's Weisse is a fourth-generation, family-owned Bavarian brewery founded in 1887 in Bayreuth that produces specialty wheat beers under the Maisel's Weisse master brand and Maisel & Friends craft line, distributing through German retail, on-premise, e-commerce, and export channels while operating an integrated tourism business (museum, hotel, restaurant, festivals) on its historic brewery grounds.

Ownership category

akta.pro rank

Product category

Bavarian Wheat Beer Brewing

NAICS

Breweries (312120), Beverage Manufacturing (3121)

SIC

Malt Beverages (2082), Beverages (2080)

akta.pro primary industry

Microbreweries & Craft Breweries (THAFALAC)

akta.pro secondary industries

Beer Brewing & Brands (CRADAIAA), Alcohol-Free & Low-Alcohol Beer/Wine/Spirits Production (AFAFAAAJ), Alcoholic Beverage Tours & On-site Experiences (Brewery/Winery/Distillery) (THAFALAK), Spirits/Cocktail Bars Operated by Producers (THAFALAJ)

Keywords

• Bavarian wheat beer
• Craft beer brewing
• Non-alcoholic beer
• Brewery tourism
• Specialty beer manufacturing

Headquarters

HQ city

Bayreuth

HQ country

Germany

HQ region

Europe

Offices2 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 Product Sales: Revenue from brewing and selling wheat beer specialty products (Original, Leicht, Alkoholfrei, Dunkel, Kristall, Bajuwarus) through retail and on-premise channels. Multiple package sizes are offered including bottles, cans, kegs, and multi-pack baskets.
2. Direct-to-Consumer E-commerce: Online shop sales of beer products, merchandise, and branded items directly to consumers via the company's e-commerce storefront.
3. Visitor Experience & Tourism: Revenue from the Maisel's Bier-Erlebnis-Welt (Beer Experience World) visitor attraction on the brewery grounds, the Liebesbier restaurant and bar, and the Liebesbier Urban Art Hotel. The experience attracts beer tourists and visitors from Germany and internationally.
4. Brewery Certifications & Standards: The brewery maintains DIN ISO 9001-2015, DIN ISO 50001-2018, and QS certifications, demonstrating compliance with quality and energy management standards.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Brauerei Gebr. Maisel brews and sells a portfolio of Bavarian wheat beer specialties under the Maisel's Weisse brand (Original, Leicht, Alkoholfrei, Dunkel, Kristall, Bajuwarus), craft beers under the Maisel & Friends sub-brand, and low-carb beers under the Edelhopfen sub-brand. The brewery operates a 4,500+ sqm Beer Experience World (Maisel's Bier-Erlebnis-Welt), Liebesbier Restaurant & Bar, Liebesbier Urban Art Hotel, the annual Maisel's Weissbierfest, and the Maisel's FunRun on its historic Bayreuth brewery grounds.

Product overview

Brauerei Gebr. Maisel is a family-owned Bavarian specialty brewery founded in 1887 in Bayreuth, currently in its fourth generation under Jeff Maisel. The core product line centers on Maisel's Weisse, a portfolio of Bavarian wheat beer specialties comprising five main variants: Maisel's Weisse Original (flagship unfiltered hefeweizen, 5.1% ABV), Maisel's Weisse Leicht (low-alcohol, 3.1% ABV, 38% less alcohol), Maisel's Weisse Alkoholfrei (non-alcoholic, isotonic, <0.5% ABV), Maisel's Weisse Dunkel (dark wheat beer, 5.1% ABV), and Maisel's Weisse Kristall (crystal clear filtered wheat beer, 5.0% ABV). A seasonal variant, Maisel's Weisse Bajuwarus (Weizenbock, 7.5% ABV), is available in fall. All wheat beers undergo the 'Bayerische Edelreifung' second maturation process. The Maisel & Friends sub-brand (founded 2012) covers craft and specialty beers including IPAs, Pale Ales, and alcohol-free options. Through a collaborative partnership since 1965, the brewery also offers products from Bayreuther Bierbrauerei AG (lager beers, Bayreuther Brauhaus). The Edelhopfen brand covers low-carb beers. Beyond beer production, the company operates a diversified experience business centered on the 4,500 sqm Maisel's Bier-Erlebnis-Welt museum (awarded Visitor Attraction of the Year 2024), the annual Maisel's Weissbierfest (since 1987), the Maisel's FunRun running event, Liebesbier Restaurant & Bar (21 taps, ~100 bottled beers), Liebesbier Urban Art Hotel (67 rooms, opened 2022), and Crazy Sheep KaffeeManufaktur coffee roastery—all located on the historic brewery grounds dating to 1887.

Differentiator

Problem solved

Functional benefit

Brands

• Maisel & Friends: Craft beer brand created in 2012 by Jeff Maisel, featuring creative specialty beers such as Pale Ale, Hoppy Hell, IPA, and West Coast IPA.
• Edelhopfen
• Bayreuther Bierbrauerei AG
• Crazy Sheep KaffeeManufaktur
• Liebesbier Restaurant & Bar
• Liebesbier Urban Art Hotel

Products and services

• Maisel's Weisse Original Flagship unfiltered Bavarian wheat beer (hefeweizen) with bright reddish-amber color, creamy head, fruity-spicy aroma (banana, clove, malt), and 5.1% ABV. Brewed using the Bayerische Edelreifung second maturation process with the brewery's own pure culture yeast. For general adult beer consumers in retail, hospitality, and on-premise channels.
• Maisel's Weisse Leicht Low-alcohol wheat beer (3.1% ABV, 38% less alcohol and 25% fewer calories than the Original, 124 kJ/30 kcal per 100ml) brewed with the same fruity-fresh, spicy-crisp character as the Original. Targeted at health-conscious and active adult consumers seeking a lighter wheat beer option.
• Maisel's Weisse Alkoholfrei Non-alcoholic wheat beer (<0.5% ABV) produced using a proprietary two-stage brewing and dealcoholization process. Isotonic, rich in vitamins and minerals, with 33% fewer calories than the Original (110 kJ/26 kcal per 100ml). Positioned as a sports beverage (Sportlergetränk) for athletes, fitness enthusiasts, and health-conscious consumers.
• Maisel's Weisse Dunkel Dark wheat beer (5.1% ABV) brewed with wheat malt and gently roasted caramelized special malts, giving it a black-red mahogany color, malty-intensive flavor, and fruity-clove wheat beer character. Targeted at consumers preferring a darker wheat beer style.
• Maisel's Weisse Kristall Crystal clear filtered wheat beer (5.0% ABV) with bright golden-yellow color, fine sparkling carbonation, and fruity notes of banana and citrus. Originated as Champagner-Weizen in 1955. Targeted at consumers preferring a clear, sparkling wheat beer.
• Maisel's Weisse Bajuwarus Seasonal Weizenbock (wheat bock beer, 7.5% ABV) launched as a limited-edition gift in 2016 and added to the permanent seasonal range in fall 2022. Features fruity and hoppy aroma from aromatic hop varieties during cold maturation. Targeted at consumers seeking a stronger seasonal specialty wheat beer.
• Maisel & Friends Craft beer brand and label launched by Jeff Maisel in 2012, encompassing a portfolio of specialty and craft beers including India Ale, West Coast IPA, Pale Ale, Hell, Chocolate Bock, Hazy IPA, Sour Power, and an alcohol-free option. Brewed according to the Reinheitsgebot. Targeted at craft beer enthusiasts and specialty beer consumers in Germany and internationally.
• Edelhopfen Low-carb beer brand positioned as the market leader in the low-carb beer segment in Germany. Targeted at calorie-conscious consumers seeking lower-carb beer options.
• Maisel's Bier-Erlebnis-Welt Beer experience world spanning over 4,500 square meters in the historic brewery building from 1887. Visitors experience Franconian brewing tradition through interactive exhibits, sensorially engaging displays on the four raw ingredients (water, malt, hops, yeast), and guided tours. Awarded 'Visitor Attraction of the Year 2024' at the World Beer Awards. Targeted at beer tourists, regional visitors, and groups.
• Liebesbier Restaurant & Bar On-site restaurant and bar at the brewery grounds offering 21 varieties on tap and approximately 100 different bottled beers. Patrons can watch Maisel & Friends brewmasters at work through a glass wall separating the brewing workshop from the restaurant. Targeted at visitors, beer tourists, and regional diners.
• Liebesbier Urban Art Hotel A 67-room urban art hotel on the brewery grounds with rooms individually designed by nearly 70 urban artists from over 30 countries. Combines historic 17th and 18th century buildings with modern construction. Targeted at tourists, design-conscious travelers, and beer tourism visitors.

Quantifiable outcome

• 12 beers scoring above 90/100 points at Finest Beer Selection 2024 — the most of any brewery in the competition.
• +3 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles4 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 minor and core.

• Liebesbier Urban Art HotelminorOthers · 1 January 2022The Liebesbier Urban Art Hotel, opened in 2022, features 67 rooms individually designed by nearly 70 urban artists from over 30 countries. It is part of the Maisel & Friends Brauereigelände experience and combines arts, culture, and hospitality within the historic brewery buildings.
• Erdinger Weissbräu and Schneider WeissecoreStrategic or Co-development Partner · 1 January 2019In September 2019, Brauerei Gebr. Maisel joined with Erdinger Weissbräu and Schneider Weisse to launch the 'Bayerische Edelreifung' quality offensive for wheat beer. This joint initiative standardizes and promotes the traditional second maturation process across three leading Bavarian family-owned wheat beer breweries.
• Liebesbier Restaurant & BarcoreOthers · 1 January 2016Located on the Maisel & Friends Brauereigelände, the Liebesbier Restaurant & Bar offers 21 varieties on tap and approximately 100 different bottled beers, with a view into the Maisel & Friends Brauwerkstatt. Opened in March 2016, it is part of the integrated visitor experience and was co-conceived by Jeff Maisel and his late cousin Andreas Maisel.
• Crazy Sheep KaffeeManufakturminorOthers · 1 January 2016Located on the Maisel & Friends Brauereigelände, the Crazy Sheep KaffeeManufaktur roasts fresh coffee beans in front of guests, adding to the handcraft and artisan experience of the brewery visit.
• Bayreuther Bierbrauerei AGcoreStrategic or Co-development Partner · 1 January 1965Since 1965, Brauerei Gebr. Maisel has maintained a collaborative partnership with neighboring Bayreuther Bierbrauerei AG, located just a few hundred feet away. This partnership allows Maisel to offer bottom-fermented beers alongside its wheat beer specialties, with Bayreuther Bierbrauerei specializing in Franconian craft brewing. The two breweries together provide Bavarian, Franconian, and contemporary specialty beers from a single source.
• FESTLA Event GmbHminorImplementation/ SI/ Consulting PartnerFESTLA Event GmbH is the event management subsidiary of Brauerei Gebr. Maisel, handling the organization of the Maisel's Weissbierfest and other events on the brewery grounds. Listed in the company's contact directory with dedicated phone line.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Bayerische Staatsbrauerei Weihenstephan: World's oldest continuously operating brewery, located at Weihenstephan in Bavaria and now part of the TU Munich brewing ecosystem. Direct competitor in Bavarian wheat beer specialty brewing with strong research-driven positioning, comparable premium price point and similar Reinheitsgebot adherence.
• Paulaner: Munich-based brewery and one of the six Munich breweries allowed to brew Oktoberfest beer; part of Schörghuber Group. Direct competitor in Bavarian wheat beer (Hefe-Weissbier) with mass-market distribution and broad international footprint, providing a direct comparability on product but with significantly greater corporate scale.
• Schneider Weisse: Family-owned Bavarian wheat beer brewery (G. Schneider & Sohn), based in Kelheim. Direct competitor in wheat beer specialty brewing and the third co-founder of the Bayerische Edelreifung initiative with Maisel. Closely comparable in heritage positioning, premium price segment, and traditional second-maturation brewing methods.
• Franziskaner: Iconic Bavarian wheat beer brand owned by Anheuser-Busch InBev (Spaten-Löwenbräu-Gruppe). Direct competitor in the German Hefeweizen category with comparable heritage and quality positioning, but materially larger distribution and marketing budgets owing to its AB InBev parentage.
• Erdinger Weissbräu: Germany's largest wheat beer brewery, based in Erding, Bavaria. Direct competitor in Bavarian wheat beer and joint partner with Maisel in the 2019 Bayerische Edelreifung quality initiative alongside Schneider Weisse. Highly comparable in product portfolio, Reinheitsgebot adherence, and on-premise presence.

Broad incumbents

• Radeberger Gruppe: Germany's largest private brewery group (Dr. Oetker), holding numerous regional brands and national accounts. Comparable at the level of diversified German brewing operations and on-premise/wholesale reach, but with a lager-led portfolio and corporate group structure unlike Maisel's single-site family-brewery model.
• Krombacher Brauerei: One of Germany's largest privately held breweries, headquartered in Kreuztal-Krombach. Comparable as a large family-influenced German brewer with national distribution, but with a Pilsner-led portfolio and broader beverage category focus rather than wheat-beer specialization.
• Hofbräu München: State-owned Bavarian brewery with an iconic Munich beer hall and global franchise presence. Broad incumbent with overlapping wheat beer and tourism exposure (HB beer hall is a global tourist destination), but operates across many beer styles and at much larger scale than Maisel.

Emerging players

• CREW Republic Brewery: Munich-based German craft brewery founded in 2011, one of the leading independent craft players in Germany. Comparable through its craft positioning and Bavarian roots, but operates at materially smaller scale and lacks Maisel's distribution scale, multi-generation heritage, or on-site tourism infrastructure.

Regional players

• Augustiner-Bräu: Munich-based traditional Bavarian brewery famous for Oktoberfest beer and Helles. Comparable as a Bavarian heritage brewery with traditional brewing and strong regional brand affinity, though its portfolio is led by lager/Helles rather than wheat beer, and its distribution remains primarily Munich-focused.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/deineWeisse
• Instagraminstagram.com/maiselsweisse
• LinkedInlinkedin.com/company/brauerei-gebr-maisel-kg

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries2 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 Maisel's Weisse