Siebel Institute of Technology

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.

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

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

• Brewing education programs
• Sensory training kits
• Brewing science courses
• Yeast banking services
• Laboratory media products

Headquarters

HQ city

Chicago

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. 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.
2. 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.
3. 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.
4. 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.
5. Analytical Services: In conjunction with Metropolitan State University of Denver, comprehensive range of brewing-related tests conducted to strict ASBC and AOAC standards.
6. Yeast Services: Yeast banking, maintenance, DNA fingerprinting and rapid analysis services used by major North American breweries.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core 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

Named customers2 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature5 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Doemens AcademycoreStrategic or Co-development PartnerWorld 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 DenvercoreStrategic or Co-development PartnerSiebel 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 AcademyminorOthersSiebel Institute will share its new Montreal location (Hochelaga neighborhood) with the Lallemand Baking Academy, co-locating brewing and baking education operations.
• DÖHLER GmbHcoreChannel Partner/ Reseller/ DistributorSiebel 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.comminorChannel Partner/ Reseller/ DistributorUS-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)minorStrategic or Co-development PartnerBJCP 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

Others

• 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

• YouTubeyoutube.com/playlist?list=PLNS7LR43RulJK67Q522Nd8Qyh0Ek1vilW
• Facebookfacebook.com/siebel-institute-world-brewing-academy-191758517589385
• LinkedInlinkedin.com/school/siebel-institute-of-technology-1872/about/?viewAsMember=true
• Instagraminstagram.com/siebelinstitute

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Siebel Institute of Technology