Hofbräuhaus Traunstein

What Hofbräuhaus Traunstein does

Hofbräuhaus Traunstein is a private, family-owned Bavarian brewery founded in 1612 and held by the Sailer family since 1896. The company is headquartered in Traunstein, Bavaria, where it operates a traditional brewery adhering to the 1516 Bavarian Purity Law, using water, hops, and malt sourced from Bavarian growing regions and an open fermentation cellar with horizontal storage tanks. Its product portfolio spans approximately 17 beer varieties including core SKUs (Helles, Weißbier, Zwickl, Pils, Dunkel), bocks (Dunkler Bock Maximilian, Heller Bock Josef), specialty offerings (Weißbier Spezial Edition, Holzfasslbier), and an expanding line of light and alcohol-free variants. A proprietary harvest yeast process, in which yeast is reused 5-6 times across batches, is a notable technical differentiator.

The business operates a dual B2B/B2C model. The primary revenue stream is beer sales to the gastronomy and hospitality sector (approximately 60% of customers), distributed via eight regional sales managers covering postal code territories across Germany, Austria, and Italy, supported by three beer sommeliers, four F&B managers, and an exclusive Italian distributor (Enterprise SRL). The B2C channel comprises a direct online shop (hbtraunstein-shop.de), on-site sales at the Brauerei-Ladl tap room, and a tiered brewery tour business (€15.90 standard, €34.90 special tasting, €49.90 VIP master brewer tour). The company also delivers event services supporting over 350 events annually. Hofbräuhaus Traunstein employs 11-50 staff and has no external investors, no funding rounds, and no disclosed revenue. Its product was the first wheat beer commercially offered in kegs in the 1980s.

Name

Hofbräuhaus Traunstein

Legal name

Hofbräuhaus Traunstein Josef Sailer GmbH & Co. KG

Website

https://hb-ts.de

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Hofbräuhaus Traunstein is a 412-year-old private Bavarian brewery producing approximately 17 beer varieties under the Sailer family. It serves primarily the gastronomy sector across Germany, Austria, and Italy, supplemented by direct-to-consumer online sales, brewery tours, and 350+ annual events.

Ownership category

akta.pro rank

Product category

Bavarian Brewing

NAICS

Breweries (31212), Breweries (312120)

SIC

Malt Beverages (2082)

akta.pro primary industry

Beer Brewing & Brands (CRADAIAA)

akta.pro secondary industries

Brewpubs & Taprooms (On-site Beer Service) (THAFALAA), Low/No-Alcohol Fermented Beverage Production (Hard Kombucha Base, Dealcoholized) (AFAFAHAI), Beer, Brewery & Craft Beverage Tastings (THAJAGAE)

Keywords

• Bavarian craft brewing
• Wheat beer production
• Gastronomy beer supply
• Brewery tour services
• Festival catering services

Headquarters

HQ city

Traunstein

HQ country

Germany

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Beer Sales to Gastronomy: Primary revenue stream from supplying beer to restaurants, hotels, pubs, and event organizers across Germany, Austria, and Italy. The company delivers beer and provides technical, sales, and business management support to hospitality partners.
2. Direct-to-Consumer Beer Sales: Online shop (hbtraunstein-shop.de) selling beers directly to consumers, including specialty items like Zwickl in 0.33L bottles and Weißbier Leicht. Direct sales from the brewery's Brauerei-Ladl.
3. Brewery Tours and Tastings: Revenue from guided brewery tours (€15.90 per person), special tasting events (€34.90 per person), and VIP master brewer tours (€49.90 per person). Includes beer tastings and pretzels. Bookings managed through online system.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Hofbräuhaus Traunstein is a family-owned Bavarian brewery established in 1612 that produces approximately 17 varieties of beer in compliance with the Bavarian Purity Law (Reinheitsgebot). The company primarily supplies its beers to the gastronomy and hospitality sector, while also operating a brewery tap room, an online shop, and offering brewery tours, tastings, and festival services.

Product overview

Hofbräuhaus Traunstein is a traditional Bavarian brewery founded in 1612 as a wheat beer brewery. The company operates as a family business under the Sailer family since 1896. Its product portfolio centers on an extensive range of beer varieties including core products (Helles, Weißbier, Zwickl, Pils), specialty offerings (Weißbier Spezial Edition, Holzfasslbier), and light/non-alcoholic variants (Helles Leicht, Weißbier Leicht, Helles alkoholfrei, Weißbier alkoholfrei, Zwickl alkoholfrei). The beer lineup spans from classic Bavarian styles (Dunkel, Weißbier Dunkel, Heller Bock, Dunkler Bock) to seasonal specialties. Beyond beer production, the company offers experiential services including brewery tours (standard, special tasting, and VIP master brewer experiences) and B2B services for gastronomy partners including festival support, equipment provision, and business management assistance. The company adheres to the Bavarian Purity Law of 1516, using only water, hops, and malt from Bavarian growing regions.

Differentiator

Problem solved

Functional benefit

Products and services

• Helles
• Weißbier
• Zwickl
• Zwickl alkoholfrei
• Holzfasslbier
• Weißbier Spezial Edition
• Brewery Tour
• Special Tasting
• VIP Master Brewer Tour Premium guided tour led by the master brewer, offering a deeper look at the brewing process and the brewery's heritage.
• Gastronomy Supply Services
• Festival & Event Services

Quantifiable outcome

• Serving over 350 events annually with event support services
• +2 more outcomes

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

Two partnerships are on record, tiered core and minor.

• Enterprise SRLcoreChannel Partner/ Reseller/ DistributorEnterprise SRL serves as the exclusive distributor for Hofbräuhaus Traunstein in Italy, operating from two offices: Via dell'Ora del Garda 103, 38121 Trento and Via Copernico 5, 39100 Bolzano. The partnership enables the brewery's presence in the Italian market through established local distribution infrastructure.
• Vergissmeinnicht Chiemgau e.V.minorOthersSocial initiative founded by Hofbräuhaus Traunstein to support people in the region when needed most. Represents the company's commitment to local community and social responsibility, reflecting their generational dedication to their homeland and sustainable practices.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Erdinger Weißbräu:
• Hofbräu München: Direct peer sharing the Hofbräuhaus heritage name and Bavarian beer positioning. Operates the globally famous Munich Hofbräuhaus plus regional distribution; similar product portfolio (Helles, Weißbier, Pils, Bock) and on-premise gastronomy model, but with much larger international brand recognition.
• Tegernseer Brauerei: Upper Bavaria-based family brewery with traditional Bavarian lager focus, on-premise and regional gastronomy distribution, and a heritage/regional identity marketing model directly comparable to Hofbräuhaus Traunstein.
• Schneider Weisse G. Schneider & Sohn: Kelheim-based wheat beer specialist founded 1872, the global benchmark for Bavarian Weißbier. Directly comparable on wheat beer expertise, proprietary yeast strains, gastronomy channel focus, and traditional Bavarian brewing positioning.
• Augustiner-Bräu Wagner: One of Munich's six traditional breweries, founded 1328, with comparable Bavarian heritage positioning, similar wheat/lager/bock portfolio, and a strong gastronomy/distribution footprint. Closest analog as a heritage-anchored Munich-style regional brewery.
• Ayinger Brauerei: Small Bavarian family-owned brewery in Aying, similar size band to Hofbräuhaus Traunstein, comparable Helles/Weißbier/Dunkel/Bock portfolio, traditional brewing methods, and gastronomy-focused distribution. Closest size-and-model analog.
• Weltenburger Klosterbrauerei: Bavarian monastery brewery in Kelheim (often cited as the world's oldest), with comparable Helles/Dunkel portfolio, Bavarian Purity Law positioning, and gastronomy-led distribution. Heritage and method positioning closely mirror Hofbräuhaus Traunstein.

Broad incumbents

• Paulaner Brauerei Gruppe: Large Munich-headquartered traditional brewery group with Helles, Weißbier, and Pils portfolio, plus extensive gastronomy distribution. Overlaps directly on product range and B2B channel but operates at national/international scale with broader brand portfolio.

Emerging players

• Maisel & Friends: Bayreuth-based family brewery with both traditional Bavarian lines and innovative craft/specialty SKUs, including notable non-alcoholic offerings. Comparable in family ownership, Bavarian heritage, and product breadth across conventional and modern beer styles.

Regional players

• Chiemgauer Brauerei (Steiner Bier): Direct regional neighbor in the Chiemgau/Bavaria area, sharing the same Chiemgau regional identity. Smaller craft brewery with overlapping local gastronomy accounts, makes it a directly comparable sub-regional competitor in the brewery's home market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCWYsG81jqJ4jIv6KrP9oz5w
• Facebookfacebook.com/hbtraunstein
• Instagraminstagram.com/hofbraeuhaus_traunstein/?hl=de
• Xx.com/hb_traunstein

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Hofbräuhaus Traunstein