Brauerei Murau

What Brauerei Murau does

Brauerei Murau eGen is an Austrian regional brewery headquartered in Murau, Styria, organized as a registered cooperative (eingetragene Genossenschaft) with continuous brewing heritage dating to 1495. The company produces a broad portfolio of traditional Austrian beers (Märzen, Pils, Zwickl, Dunkel, Bock, Weissbier, Pale Ale, Stout, Black Hill, Lambertini, and Murauer 11/11), mixed beer beverages (preisel&bier, zitro&bier, hm Radler), alcohol-free variants, and a Murelli soft-drink sub-brand with ten flavors. In October 2025 it expanded into ready-to-drink spirits with Murique, a 4.8% ABV mixed beverage developed in partnership with Destillerie Krauss.

The company operates a hybrid distribution model anchored by six depot shops across Austria (Murau, Zeltweg, Graz, Klagenfurt, Eben, Tamsweg) and a direct-to-consumer e-commerce platform called Flaschenpost, which ships customizable 12-bottle mixed boxes across Austria and the EU. Revenue is generated primarily through per-unit pricing across three streams: beer and beverage sales (one-time), merchandise and branded apparel (hardware sales), and guided brewery tours at the "Brauerei der Sinne" museum experience. Pricing examples include EUR 15 per case of Märzen at depot bulk rates, EUR 23.20 per Flaschenpost mixed box, and free shipping on orders over EUR 100. The technology stack is conventional SMB e-commerce: WooCommerce storefront, Stripe/Klarna payment processing, Google Analytics, and Post.at fulfillment.

The customer base is split between individual Austrian consumers seeking local, independent breweries (primary) and the regional gastronomy/hospitality sector (secondary). Brauerei Murau is a founding member of CulturBrauer (8 Austrian family breweries, est. 2008) and a member of Unabhängige Privatbrauereien (45 Austrian private breweries), positioning the brand against international brewing conglomerates. Revenue figures are not disclosed; headcount is reported at 51-100 employees.

Name

Brauerei Murau

Legal name

Brauerei Murau eGen

Website

https://murauerbier.at

Company type

Private

Operating status

Operating

Headcount range

51–100 employees

Short description

Brauerei Murau is an Austrian regional cooperative brewery founded in 1495, producing traditional beers, Murelli soft drinks, and the newly launched Murique RTD spirit. It serves individual consumers and the gastronomy sector through six depot shops and an EU-wide e-commerce delivery service.

Ownership category

akta.pro rank

Product category

Craft Brewing

NAICS

Breweries (31212), Beer, Wine, and Liquor Retailers (44532), Beer and Ale Merchant Wholesalers (424810)

SIC

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

akta.pro primary industry

Packaging & Production Breweries (Limited/No On-site Service) (THAFALAB)

akta.pro secondary industries

Craft Beer Retail & Bottle Shops (Off-Premise) (CRANAAAC), Alcohol Subscription & Wine Clubs (Retail) (CRANABAF), Beer, Brewery & Craft Beverage Tastings (THAJAGAE)

Keywords

• Craft beer production
• Austrian brewery
• Regional beer
• Non-alcoholic beverages
• Soft drinks manufacturing

Headquarters

HQ city

Murau

HQ country

Austria

HQ region

Europe

Offices8 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Beer and beverage sales: Direct sales of proprietary beer varieties (Märzen, Pils, Weissbier, Dunkel, Stout, Pale Ale, Bock, Zwickl, and specialty beers) and non-alcoholic beverages including Murelli soft drinks and Murique spirit mixed drinks through depot shops, e-commerce, and likely hospitality sector.
2. Merchandise and accessories: Sales of branded merchandise including clothing (T-shirts, hoodies, polo shirts), accessories (caps, buffs, sunglasses), glassware, and fan articles through online shop.
3. Brewery experience tours: Revenue from 'Brauerei der Sinne' (Brewery of the Senses) guided tours offering museum and brewing experience.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Brauerei Murau is an Austrian regional brewery founded in Murau in 1495, producing a diverse portfolio of traditional and craft beers (Märzen, Pils, Zwickl, Dunkel, Bock, Weissbier, Pale Ale, Stout, Black Hill, Lambertini, 11/11), alcohol-free variants, beer mix drinks, the Murelli soft drink line, and the Murique spirit-based RTD. The company sells directly to consumers through six depot shops across Austria, the Flaschenpost e-commerce home delivery service, and to the regional gastronomy/hospitality sector, complemented by brewery tour experiences (Brauerei der Sinne) and branded merchandise.

Product overview

Brauerei Murau eGen is an Austrian regional brewery founded in Murau in 1495, producing a diverse beer and beverage portfolio centered on traditional Austrian beer styles alongside soft drinks and ready-to-drink spirit mixers. The core offering consists of traditional beers (Märzen, Pils, Zwickl, Dunkel, Bock, WEISSBIER, Hoamat Weisse, Pale Ale, Stout, Black Hill, Lambertini, and Murauer 11/11) supplemented by alcohol-free variants and mixed beer beverages (preisel&bier, zitro&bier, hm Radler, Kräuterradler alkoholfrei, Kristallweizen alkoholfrei). The Murelli soft drink sub-brand covers ten flavors (Rhabarber & Minze, Himbeere, Orange, Zitrone, Almrausch, Orange Maracuja, Cola-Mix, Cola, Brombeere & Lavendel, Apfel & Birne), while the newer Murique line represents a spirit-based RTD mixer combining Murelli Rhabarber-Minze with Ginerol from Distillerie Krauss. The company serves consumers through a direct-to-consumer Flaschenpost home delivery service, a network of depot shops across Austria, a brewery museum/tour experience (Brauerei der Sinne), and an e-commerce web shop powered by WooCommerce.

Differentiator

Problem solved

Functional benefit

Brands

• Murelli: Limonaden (soft drink) brand including flavors such as Rhabarber & Minze, Himbeere, Orange, Zitrone, Almrausch, Orange Maracuja, Cola-Mix, Cola, Brombeere & Lavendel, and Apfel & Birne
• Murique

Products and services

• Murauer Bier Portfolio (Traditional & Craft Beers) Traditional Austrian regional beer portfolio brewed in Murau since 1495, spanning lagers (Märzen, Pils, Zwickl, Dunkel, Bock), wheat beers (WEISSBIER, Hoamat Weisse), and craft specialties (Pale Ale, Stout, Black Hill, Lambertini, Murauer 11/11). Sold to individual consumers, gastronomy, and through online/retail channels.
• Murauer Alkoholfrei (Alcohol-Free Beer) Alcohol-free beer with full, balanced beer flavor and refreshing hop note, containing 11 kcal per 100ml. Positioned as a calorie-conscious, worry-free enjoyment option for consumers seeking non-alcoholic beer alternatives.
• Biermischgetränke (Beer Mix Drinks) Beer-based mixed beverages including preisel&bier (60% Märzen + 40% cranberry lemonade), zitro&bier (40% Märzen + 60% natural lemon lemonade), and hm Radler (elderflower-marigold radler), offered in 0.33L and 0.5L formats.
• Kräuterradler Alkoholfrei Alcohol-free radler consisting of 60% non-alcoholic beer and 40% herb lemonade, with 320 kcal/L. Positioned as a light and refreshing beer-style beverage for consumers seeking non-alcoholic options.
• Kristallweizen Alkoholfrei Crystal wheat beer in a non-alcoholic variant, part of the brewery's alcohol-free product line.
• Murelli Limonaden (Soft Drinks) Line of soft drinks in ten flavors including Rhabarber & Minze, Himbeere, Orange, Zitrone, Almrausch, Orange Maracuja, Cola-Mix, Cola, Brombeere & Lavendel, and Apfel & Birne, made with water from the Steiermark (Styria) region.
• Murique (Spirit-Based RTD) Ready-to-drink spirit-based mixed beverage (RTD) at 4.8% vol. alcohol, combining the sparkling freshness of Murelli Rhabarber-Minze with a bittersweet twist of Ginerol from Distillerie Krauss. Fruity, minty, fresh with a fine bitterness.
• Flaschenpost (Home Delivery Service) Direct-to-consumer home delivery service for Murauer Bier and Murelli Limonaden. Customers can build a personalized 12-bottle mixed box (Flaschenpost) from available varieties at a flat price regardless of selection. Includes deposit and direct doorstep delivery across Austria and EU.
• Culturbrauerbox Curated gift box featuring beers from eight Austrian family breweries united in the CulturBrauer association, representing Austrian beer and brewing culture from Vorarlberg to the Waldviertel. Available at €18.90.
• Brauerei der Sinne (Brewery Tours) Museum and sensory brewery experience offering guided tours Tue–Sat at 14:00 or 16:00, with separate Bier Shop opening hours Tue–Sat 14:00–18:00. Group tours available from 10:00 on request. Service for individual visitors, tourist groups, and bus groups.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Partnerships

Two partnerships are on record, tiered core.

• CulturBrauercoreStrategic or Co-development Partner · 1 January 2008Brauerei Murau is a founding member of CulturBrauer, a consortium of 8 Austrian family and traditional breweries founded in 2008. The group promotes Austrian beer culture and beer diversity, sharing values of regional rootedness, nature conservation, and community engagement. Joint products include the Culturbrauerbox featuring beers from all member breweries.
• Unabhängige Privatbrauereien (Independent Private Breweries)coreStrategic or Co-development PartnerBrauerei Murau participates in the association of 45 Austrian independent private breweries. The association positions itself against international brewing conglomerates, which produce 6 out of 10 beers consumed in Austria. Members use a joint seal to identify their products as genuinely Austrian and independent.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Weihenstephan: World's oldest continuously operating brewery (founded 1040), based in Bavaria. Comparable to Murau in extreme heritage depth, traditional brewing focus, and broad beer portfolio including wheat beers and alcohol-free variants.
• Budweiser Budvar: Czech state-owned brewery with strong regional heritage and growing export footprint. Comparable as a heritage-led national brewery with diversified portfolio and active consumer-direct sales channels.
• Augustiner-Bräu: Munich-based traditional brewery with deep heritage, strong regional brand loyalty, and a portfolio of traditional Bavarian beer styles. Highly comparable to Brauerei Murau in heritage-led positioning and product mix centered on classic lagers, wheat, and dark beers.
• Zwettler Brauerei: Austrian private brewery (Waldviertel region), fellow CulturBrauer member alongside Brauerei Murau. Highly comparable in size, independent family cooperative structure, heritage focus, and CulturBrauer alliance participation.
• Stieglbrauerei zu Salzburg: Austrian regional brewery founded in 1492 in Salzburg with a similar heritage profile and diversified beer portfolio. Operates its own depot-style retail, gastronomy, and the Stiegl brewery experience. Direct comparable for Brauerei Murau in scale, regional positioning, and tourism strategy.
• Hofbräu Kaltenberg: Bavarian-Austrian traditional brewery owned by the House of Wittelsbach, producing a broad portfolio of lagers, wheat beers, and craft styles. Comparable regional identity, product breadth, and D2C/hospitality mix.
• Ottakringer Brauerei: Vienna-based Austrian brewery (partially owned by Heineken/Brau Union) producing a wide beer range including Wicked Pastry collaboration beers. Closest geographic competitor to Murau among Austrian breweries with comparable product breadth and D2C retail presence.

Broad incumbents

• Gösser Brauerei: One of Austria's largest breweries, owned by Brau Union Österreich (Heineken subsidiary), based in Göss, Styria. Regional peer operating from the same federal state as Brauerei Murau with significantly larger scale and distribution reach.
• Bitburger Brauerei: One of Germany's largest family-owned breweries, producing Pils as a flagship alongside other traditional styles. Comparable as a privately held, large-scale regional brewery with diversified beer portfolio and strong domestic D2C presence.

Emerging players

• Schneider Weisse: Bavarian wheat beer specialist with strong TAP series (craft-style wheat beers). Comparable in craft beer specialization (including Pale Ale, Stout like Murau) and heritage positioning within the German-speaking beer market.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCc_IzK6Gt68jAXhERybhueg
• Facebookfacebook.com/Murauer-Bier-35287148339
• Instagraminstagram.com/murauer_bier
• LinkedInlinkedin.com/company/brauerei-murau-egen

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Brauerei Murau