Siebel Institute of Technology
Siebel Institute of Technology, founded in 1872 and owned by Lallemand Inc., is a brewing education institution offering diploma and certification programs, sensory training kits, laboratory media, and yeast/analytical services to professional brewers, breweries, and QC laboratories across 60+ countries.
- Company typePrivate
- Founded1872
- HeadquartersChicago, United States
- Headcount—
- GTM typeB2B
- OfferingServices
What Siebel Institute of Technology does
Siebel Institute of Technology is a privately held brewing education institution founded in 1868 as the Zymotechnic Institute by Dr. John Ewald Siebel and operating under its current name since 1872, when it was located in Chicago. Following its acquisition by Lallemand Inc. in 2000, the company was integrated as a wholly-owned subsidiary of the Montreal-based yeast and bacteria specialist, with business operations conducted from Lallemand Specialties Inc. in Milwaukee and classroom operations through partners in Montreal and Munich. As of January 2025, the company is relocating its primary campus to Montreal's Hochelaga neighborhood due to challenges attracting international students amid U.S. visa restrictions.
The company's core offering is a tiered brewing education portfolio: the flagship WBA Master Brewer Program (6 months full-time) and WBA International Diploma in Brewing Technology (3 months), delivered jointly with Doemens Academy under the World Brewing Academy (WBA) sub-brand, alongside a catalog of shorter courses covering sensory panel management, essential quality control, brewing microbiology, beer styles, and craft distilling. An on-demand WBA Specialized Lectures platform provides 90+ narrated lectures totaling 240 hours of content. Complementing education, Siebel sells liquid-format sensory training kits (35+ compounds, priced $140-$273 per kit) and brewing laboratory media (HLP, LCS, LMDA, LWY), and offers yeast banking, DNA fingerprinting, and analytical testing services in conjunction with Metropolitan State University of Denver.
Revenue is generated through tuition and application fees for programs and courses, unit sales of sensory kits and accessories via direct e-commerce and distributors (MoreBeer.com, DÖHLER GmbH, global distributors), subscription access to specialized lectures, and recurring yeast and laboratory services to North American breweries. Customers include working brewers, certification candidates (Cicerone, BJCP), brewery management, QC laboratories, homebrewers, and craft distillers across 60+ countries, with alumni placed in nearly every major brewery worldwide. Distribution is hybrid — direct for courses, multi-channel for products — and the company emphasizes brand heritage and faculty expertise, including a Master Cicerone who is one of only eleven globally and co-owner of the Cicerone Certification Program.
Siebel Institute of Technology firmographics
Firmographics- Name
- Siebel Institute of Technology
- Legal name
- Siebel Institute of Technology Inc.
- Website
- https://siebelinstitute.com
- Company type
- Private
- Founded year
- 1872
- Operating status
- Operating
- Short description
- Siebel Institute of Technology, founded in 1872 and owned by Lallemand Inc., is a brewing education institution offering diploma and certification programs, sensory training kits, laboratory media, and yeast/analytical services to professional brewers, breweries, and QC laboratories across 60+ countries.
- Ownership category
- akta.pro rank
Siebel Institute of Technology industry classification
Industry- Product category
- Brewing Education and Training
- NAICS
- Breweries (31212), Distilleries (312140)
- SIC
- Services-Testing Laboratories (8734), Services-Commercial Physical & Biological Research (8731)
- akta.pro primary industry
- Bar & Beverage (Bartending/Mixology/Coffee/Tea) (EDAOAKAH)
- akta.pro secondary industries
- Beverage Fermentation Cultures (Beer, Wine, Cider, Kombucha, Fermented Soft Drinks) (AFAJAJAC), Distilled Spirits Production & Distilling (AFAFAAAC), Release Testing & Batch Certification (QC) (HLAGADAC)
Keywords
Where Siebel Institute of Technology is headquartered
LocationHeadquarters
- HQ city
- Chicago
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
Siebel Institute of Technology business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Brewing Education Programs: Revenue from comprehensive brewing education at entry, intermediate, and advanced levels. Programs include WBA Master Brewer Program (6 months full-time), WBA International Diploma in Brewing Technology (3 months full-time), and individual courses. Programs offered in campus and online/blended formats.
- Sensory Training Kits and Products: Sale of sensory training kits in various configurations (Essential, Intermediate, Advanced, Comprehensive, Specialty, Craft, Barrel Aged, Sour, Biotransformation, BJCP Beer Judge, Mix & Match). Each vial serves up to 20 people for spiking 1 liter of beer. Also includes individual compounds and brewing accessories.
- Laboratory Media Sales: Sale of specialized brewing laboratory media products (HLP, LCS, LMDA, LWY media) for QC/QA needs. Now sold and supported by DÖHLER GmbH.
- WBA Specialized Lectures: On-demand specialized lectures available at anytime and online on a topic-by-topic basis. 90+ fully narrated lectures covering brewing topics with 240 hours of access after payment.
- Analytical Services: In conjunction with Metropolitan State University of Denver, comprehensive range of brewing-related tests conducted to strict ASBC and AOAC standards.
- Yeast Services: Yeast banking, maintenance, DNA fingerprinting and rapid analysis services used by major North American breweries.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Multi-year contract | Brewing Microbiology Course - Montreal Campus |
| One time/ perpetual license | Multi-year contract | Sensory Panel Management Course |
| One time/ perpetual license | Multi-year contract | Master of Beer Styles Course |
| Unit Pricing | Pay-as-you-go | Sensory Training Kits - Off-Flavor Series |
| Unit Pricing | Pay-as-you-go | Sensory Training Kits - Specialty Series |
| Unit Pricing | Pay-as-you-go | Mix & Match Sensory Kits |
| Unit Pricing | Pay-as-you-go | Specialty Kits |
| Unit Pricing | Pay-as-you-go | Brewing Accessories and Books |
| Usage-based | Pay-as-you-go | Shipping for Sensory Kits |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels6 records
Siebel Institute of Technology product offering
Product offeringCore offering
Siebel Institute of Technology provides professional brewing education from entry to advanced levels through the joint World Brewing Academy (WBA) program with Doemens Academy, including the flagship WBA Master Brewer Program (6 months full-time), WBA International Diploma in Brewing Technology (3 months full-time), and shorter specialized courses in brewing microbiology, sensory panel management, quality control, master of beer styles, and craft distilling. The company also sells Siebel Sensory Training Kits (35+ liquid-format flavor compounds), Laboratory Media products (HLP, LCS, LMDA, LWY), and offers professional services including yeast banking, yeast DNA fingerprinting/genetic analysis, and ASBC/AOAC-compliant laboratory testing.
Product overview
Siebel Institute of Technology is a brewing education institution offering a multi-tiered portfolio comprising educational programs/courses, physical products (sensory training kits, laboratory media), and professional services. The core educational offerings include the WBA Master Brewer Program and WBA International Diploma in Brewing Technology as flagship programs, supplemented by specialized courses (Sensory Panel Management, Essential Quality Control, Brewing Microbiology, Craft Distilling). The online education platform provides web-based alternatives to campus courses. Physical products include Siebel Sensory Training Kits (available in configurations from basic to comprehensive, including craft, barrel-aged, sour, and biotransformation kits) and Laboratory Media (HLP, LCS, LMDA, LWY media for QC testing). Services include Yeast Maintenance/Evaluation, Yeast Genetic Services, and Laboratory Services in partnership with Metropolitan State University of Denver. The World Brewing Academy (WBA) sub-brand, in partnership with Doemens Academy, extends the program's international reach.
Differentiator
Problem solved
Functional benefit
Products and services
- WBA Master Brewer Program
- WBA International Diploma in Brewing Technology Program
- WBA Concise Course in Brewing Technology
- WBA Advanced Brewing Theory Program (ABT)
- Sensory Panel Management Course
- Essential Quality Control Course
- Master of Beer Styles Course
- Brewing Microbiology Course
- Craft Distilling Operations and Technology Course
- WBA Fundamentals of Brewing Technology Course
- WBA Specialized Lectures
- Siebel Sensory Training Kits
- Laboratory Media Products
- Yeast Maintenance and Evaluation Services
- Yeast Genetic Services
- Laboratory Services
Quantifiable outcome
- Graduates found in almost every major brewery worldwide
- +3 more outcomes
Companies that use Siebel Institute of Technology
Customer profileNamed customers2 records
Segments6 records
Ideal customer profiles5 records
Siebel Institute of Technology technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature5 records
Siebel Institute of Technology partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- Doemens AcademycoreWorld Brewing Academy (WBA) is a joint educational program established by Siebel Institute of Technology and Doemens Academy in Munich, Germany. The partnership provides international brewing education with campus facilities in both Montreal and Munich, offering programs like the WBA Master Brewer Program and WBA International Diploma in Brewing Technology.
- Metropolitan State University of DenvercoreSiebel Institute offers the industry's most complete range of brewing-related tests in conjunction with Metropolitan State University of Denver. Tests are conducted adhering to strictest standards employing ASBC and AOAC prescribed methods.
- Lallemand Baking AcademyminorSiebel Institute will share its new Montreal location (Hochelaga neighborhood) with the Lallemand Baking Academy, co-locating brewing and baking education operations.
- DÖHLER GmbHcoreSiebel Institute laboratory media is now sold and supported by DÖHLER GmbH. The partnership provides product information and support through DÖHLER's website for HLP, LCS, LMDA, and LWY media products.
- MoreBeer.comminorUS-based distributor for Siebel sensory training kits due to US Customs clearance issues. Provides US customers easier access to products without international shipping complications.
- Beer Judge Certification Program (BJCP)minorBJCP partnered with Siebel Institute to provide commercial sensory kits to BJCP exam prep classes. The Beer Judge Kit is composed of 12 flavor compounds for judge training.
Scale indicators5 records
Recent moves7 records
Expansion highlights5 records
Siebel Institute of Technology competitors and assessment
Company assessmentOthers
- White Labs: Yeast production and laboratory services company offering yeast banking, analytical testing, and fermentation services to brewing customers. Adjacent competitor in the yeast services and brewing laboratory services segments where Siebel also operates.
Direct peers
- Master Brewers Association of the Americas (MBAA): U.S. industry association providing brewing education, conferences, and technical training for professional brewers across the Americas. Directly competes with Siebel for brewery training budgets and brewers' continuing education spend.
- Doemens Academy: German brewing education institution and joint partner with Siebel in the World Brewing Academy (WBA) program. Operates Munich training facilities and co-delivers the WBA Master Brewer and Diploma programs, making it the most directly comparable brewing education peer.
- Institute of Brewing & Distilling (IBD): UK-based international body offering brewing and distilling qualifications, examinations, and training. Comparable vocational certification programs and global professional brewer credentialing parallel Siebel's WBA offerings.
- UC Davis - Food Science and Technology (Brewing Program): U.S. university offering formal brewing science education and certificate programs within its Food Science department. Competes for serious career-track brewing students in the same North American market Siebel historically served from Chicago.
- VLB Berlin (Versuchs- und Lehranstalt für Brauerei): Berlin-based brewing research and education institution offering professional brewer training and technical brewing courses. Direct European competitor in vocational brewing education with similar curriculum depth and laboratory services.
- Heriot-Watt University (Brewing & Distilling): UK university operating the International Centre for Brewing and Distilling, offering undergraduate and postgraduate brewing degrees. Provides the most academically credentialed brewing education alternative globally, with strong international enrollment.
Emerging players
- Cicerone Certification Program: Beer service certification body whose Cicerone program (Certified, Advanced, Master) parallels Siebel's certification-prep offerings. Notably, Siebel faculty member Jason Pratt became co-owner of Cicerone Certification Program in 2024, creating both partnership and partial competitive overlap.
- Beer Judge Certification Program (BJCP): Independent beer evaluation certification organization that partners with Siebel for the Beer Judge Sensory Kit. Provides structured judge certification paths that complement Siebel's Master of Beer Styles and broader curriculum.
Regional players
- Escuela Superior de Cerveza y Malta (Beer & Malt Academy): Spanish-language brewing school based in Barcelona offering professional brewing courses to Spanish-speaking markets. Provides regionally focused competition where Siebel offers Spanish-language WBA courses via Doemens platform.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Siebel Institute of Technology social profiles
Digital presenceSiebel Institute of Technology compliance and trust
Trust signalCompliance2 records
Siebel Institute of Technology financial estimates
Financial estimateRevenue estimate
Valuation estimate
Siebel Institute of Technology leadership team
Management profileNumber of profiles
Profiles4 records
Siebel Institute of Technology funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Siebel Institute of Technology M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Siebel Institute of Technology
What does Siebel Institute of Technology do?
Siebel Institute of Technology provides professional brewing education from entry to advanced levels through the joint World Brewing Academy (WBA) program with Doemens Academy, including the flagship WBA Master Brewer Program (6 months full-time), WBA International Diploma in Brewing Technology (3 months full-time), and shorter specialized courses in brewing microbiology, sensory panel management, quality control, master of beer styles, and craft distilling. The company also sells Siebel Sensory Training Kits (35+ liquid-format flavor compounds), Laboratory Media products (HLP, LCS, LMDA, LWY), and offers professional services including yeast banking, yeast DNA fingerprinting/genetic analysis, and ASBC/AOAC-compliant laboratory testing.
Is Siebel Institute of Technology a public or private company?
Siebel Institute of Technology is a private company. It is classified as corporate owned and is currently operating.
When was Siebel Institute of Technology founded?
Siebel Institute of Technology was founded in 1872.
Where is Siebel Institute of Technology based?
Siebel Institute of Technology is headquartered in Chicago, United States, in the North America region.
How does Siebel Institute of Technology make money?
Six revenue lines are on record. Brewing Education Programs are the primary driver. The others are sensory Training Kits and Products, laboratory Media Sales, WBA Specialized Lectures, analytical Services and yeast Services.
Who are Siebel Institute of Technology's main competitors?
White Labs is listed as an others. Direct peers are Master Brewers Association of the Americas (MBAA), Doemens Academy, Institute of Brewing & Distilling (IBD), UC Davis - Food Science and Technology (Brewing Program), VLB Berlin (Versuchs- und Lehranstalt für Brauerei) and Heriot-Watt University (Brewing & Distilling). Emerging players are Cicerone Certification Program and Beer Judge Certification Program (BJCP). Escuela Superior de Cerveza y Malta (Beer & Malt Academy) is listed as a regional player.
Does Siebel Institute of Technology have an API?
No public API is recorded for Siebel Institute of Technology.
What industry is Siebel Institute of Technology in?
Siebel Institute of Technology's product category is Brewing Education and Training. Its primary akta.pro industry code is EDAOAKAH, Bar & Beverage (Bartending/Mixology/Coffee/Tea), with a secondary code of AFAJAJAC, Beverage Fermentation Cultures (Beer, Wine, Cider, Kombucha, Fermented Soft Drinks). Its NAICS code is 31212 and its SIC code is 8734.