Puhaste
Puhaste is an Estonian craft brewery founded in 2011, operating a Tartu production facility since 2016. It produces barrel-aged, wild-fermented, and standard craft beers, serving consumers via two taprooms, regional e-commerce, and export distribution to 28+ countries.
- Company typePrivate
- Founded2016
- HeadquartersTartu, Estonia
- Headcount11–50
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Puhaste does
Pühaste (legal entity Pühaste Pruulikoda OÜ) is an Estonian craft brewery co-founded by head brewer Eero Mander, whose home-brewing experiments began in 2011 and whose own production brewery opened in Tartu on September 10, 2016. CEO Üllar Kaljurand co-leads the firm alongside a small team of roughly ten identified individuals covering brewing, sales, accounting, logistics, design, illustration, and packing operations. The brewery produces a wide stylistic range — from lagers and IPAs to strong dark beers, barrel-aged stouts, and wild ales — with two flagship differentiated lines: the Silver Series of barrel-aged beers matured in rum, whiskey, bourbon, port, cognac, and Madeira barrels, and the Estonian Wild Ale series launched in 2017 using yeast and bacteria collected from Estonian nature combined with locally sourced produce.
The company generates revenue through a multi-channel model: direct-to-consumer beer sales via its own e-commerce shop (shipping to Estonia, Latvia, Lithuania, Poland, and Finland) and two taprooms — Pühaste Taproom TLN in Tallinn and Pühaste Kelder in Tartu — alongside international wholesale distribution to 28+ countries through country-specific export partners. Ancillary revenue streams include branded merchandise (€6.20 tall glasses, €12.40 socks), guided brewery tours with four-beer tastings priced at €20 per person, B2B custom labeling services for bars, restaurants, and corporate events, and event beer cooler rentals bundled with keg purchases. The customer base is split across global craft beer enthusiasts, Estonian HORECA accounts, and corporate clients seeking branded promotional beer.
Ownership is privately held by the co-founders with no evidence of institutional venture or private equity backing beyond a single 2019 funding round of approximately $618,277 (investor unrecorded) and a 2016 PRIA MAK measure 4.2.1 grant supporting production equipment. Sommelier Helen Aasmann holds Estonia's first Certified Cicerone® designation and was named Estonia's Best Beer Sommelier in 2017. Revenue figures are not publicly disclosed, and the company is registered as a private limited company (OÜ) in Estonia with excise warehouse credentials.
Puhaste firmographics
Firmographics- Name
- Puhaste
- Legal name
- Pühaste Pruulikoda OÜ
- Website
- https://puhastebeer.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Puhaste is an Estonian craft brewery founded in 2011, operating a Tartu production facility since 2016. It produces barrel-aged, wild-fermented, and standard craft beers, serving consumers via two taprooms, regional e-commerce, and export distribution to 28+ countries.
- Ownership category
- akta.pro rank
Puhaste industry classification
Industry- Product category
- Craft Beer Brewing
- NAICS
- Breweries (31212), Breweries (312120), 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
- Spirits Distillery Tours & Tastings (Whiskey, Rum, Gin, Vodka) (THAJAGAF), Beer Retail (Bottle Shops & Beer Merchants) (CRANABAC)
Keywords
Where Puhaste is headquartered
LocationHeadquarters
- HQ city
- Tartu
- HQ country
- Estonia
- HQ region
- Europe
Offices4 records
Markets served
Puhaste business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Operations, Supply Chain, Infrastructure, Marketing or Sales
Revenue model
- Beer Product Sales: Direct sales of craft beer through own e-commerce shop, taprooms, and wholesale distribution to retail and HORECA partners internationally
- Merchandise Sales: Sale of branded merchandise including tall glasses (€6.20) and socks (€12.40)
- Brewery Tours: Guided brewery tours with tastings of 4 beers at €20/person for groups of 4-20 people
- Custom Labeling Services: Personalized beer with custom-designed labels for promotional gifts, corporate events, bars and restaurants
- Beer Cooler Rentals: Rental of beer coolers (2-tap and 4-tap) and draft beer sales for events. Free rental with beer keg purchase
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | One time | Brewery Tour - 20€/person |
| Unit Pricing | One time | Pühaste Tall Glass - €6.20 |
| Unit Pricing | One time | Pühaste Socks - €12.40 |
| Subscription | Pay-as-you-go | Online Shop - Beer Delivery |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels5 records
Puhaste product offering
Product offeringCore offering
Puhaste is a craft brewery that produces and sells a range of specialty beers, including lagers, IPAs, strong dark beers, wild ales, distillates, and the internationally recognized Silver Series of barrel-aged beers. The company distributes these products through two physical taprooms (Tallinn and Tartu), an own-brand online shop, and a wholesale export network reaching more than 28 countries. It also offers custom labeling, beer cooler rentals for events, brewery tours with tastings, and branded merchandise.
Differentiator
Problem solved
Functional benefit
Brands
- Silver Series: Barrel aged beers that are highly valued amongst beer fans all over the world.
- Estonian Wild Ale / Mead
- Pühaste Taproom TLN
- Pühaste Kelder
- Nordic Series
Products and services
- Silver Series Barrel-Aged Beers A line of barrel-aged craft beers aged in various spirit barrels including rum, whiskey, bourbon, port, cognac, and Madeira; positioned as a premium offering highly valued by craft beer fans worldwide.
- Estonian Wild Ale / Mead Series Limited series of wild-fermented ales and meads brewed with wild yeast and bacteria collected from Estonian nature and locally sourced produce, sold via the online shop.
- Core Craft Beer Range (Lagers, IPAs, Strong Dark Beers) Puhaste's core range of craft beers spanning lagers, IPAs, and strong dark beers, available through the online shop, taprooms, and international distributors.
- Nordic Series Special series of craft beers brewed with ingredients sourced from Nordic nature, sold as part of Puhaste's specialty lineup.
- Distillates Distilled spirits offered by Puhaste alongside its beer portfolio, available through the online shop.
- Brewery Tours & Tastings Guided brewery tours for groups of 4-20 including a production walkthrough and tasting of 4 classic and new Puhaste beers, priced at EUR 20 per person and available in Estonian and English with 72-hour advance booking.
- Custom Labeling Service B2B service providing personalized beer with custom-designed labels for bars, restaurants, corporate events, and promotional gifts, sold through direct sales contact.
- Beer Cooler Rentals & Event Services Rental of 2-tap and 4-tap beer coolers bundled with draft beer sales for events; cooler rental is free when purchasing beer kegs.
- Branded Merchandise Branded merchandise such as Puhaste tall glasses (EUR 6.20) and Puhaste logo socks (EUR 12.40), available through the online shop for delivery within Estonia, Latvia, Lithuania, Poland, and Finland.
Quantifiable outcome
- Silver Series barrel-aged beers are highly valued amongst beer fans all over the world
Companies that use Puhaste
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles2 records
Puhaste technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Puhaste partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- Freestyle Hops NZcoreCollaboration with Freestyle Hops in New Zealand for hop supply and product development. Multiple beers (Karakia, Maramara, Ivory Tower series) use Freestyle Hops products including T-90 pellets, SubZero HopKief, and hand-selected hops from Freestyle Farms.
- MaltgardenminorCollaboration brew with Maltgarden resulting in Distant Hum - an imperial stout brewed with buckwheat honey.
- WhiteFrontierminorCollaboration with WhiteFrontier resulting in Buckwheat Invocation - an imperial buckwheat porter brewed with long pepper.
- Elings Craft Beer CompanycoreLong-term export partner in the Netherlands. Collaboration resulted in Like Tears In Rain - an Imperial Rye Porter.
- Kokomo RoasterycoreCoffee collaboration with Kokomo Roastery resulting in Tumeaine Coffee special versions and Beans & Biscuits pastry stout using Colombia La Claudia coffee.
Scale indicators3 records
Recent moves8 records
Expansion highlights5 records
Puhaste competitors and assessment
Company assessmentEmerging players
- Jäälinna Pruulikoda: Estonian craft brewery focused on experimental and barrel-aged styles. Emerging Baltic craft peer with overlapping experimental barrel-aged niche.
Broad incumbents
- BrewDog: Scottish craft brewery with massive global distribution, multiple taprooms, and broad specialty lineup including barrel-aged and wild offerings. Much larger scale peer with overlapping craft beer enthusiast target.
- Mikkeller: Danish gypsy-turned-brick-and-mortar craft brewery famous for experimental, barrel-aged, and one-off collaborations. Comparable focus on barrel aging and wild/experimental brewing but operates at much larger international scale.
- Omnipollo: Swedish craft brewery specializing in innovative, often pastry- and barrel-aged beers with global reach. Comparable specialty craft positioning with international distribution model.
- To Øl: Danish craft brewery known for hop-forward and experimental beers, with strong export presence across Europe. Comparable craft enthusiast positioning with similar international distribution strategy.
Regional players
- Koobuse Pruulikoda: Estonian craft brewery operating primarily in the domestic Estonian market. Regional Estonian peer with overlapping domestic taproom and craft enthusiast segment.
Direct peers
- Tanker Brewery: Estonian craft brewery in Tallinn known for IPAs and experimental styles, with active export to multiple European countries. Comparable Estonian craft peer targeting similar craft enthusiast segment.
- Põhjala Brewery: Estonian craft brewery based in Tallinn producing barrel-aged stouts, porters, and IPAs for export. Closest geographic and stylistic peer to Pühaste, both targeting barrel-aged and specialty craft beer enthusiasts globally.
- Sori Brewing: Estonian craft brewery (originally Sori Taproom) producing hop-forward and experimental craft beers. Direct Baltic peer with similar D2C taproom model and experimental specialty focus.
- Lehe Pruulikoda: Estonian craft brewery based in Tartu producing experimental and barrel-aged beers. Same home city as Pühaste with overlapping product style and craft beer enthusiast customer base.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Puhaste social profiles
Digital presencePuhaste financial estimates
Financial estimateRevenue estimate
Valuation estimate
Puhaste leadership team
Management profileNumber of profiles
Profiles1 record
Puhaste funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Puhaste 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 Puhaste
What does Puhaste do?
Puhaste is a craft brewery that produces and sells a range of specialty beers, including lagers, IPAs, strong dark beers, wild ales, distillates, and the internationally recognized Silver Series of barrel-aged beers. The company distributes these products through two physical taprooms (Tallinn and Tartu), an own-brand online shop, and a wholesale export network reaching more than 28 countries. It also offers custom labeling, beer cooler rentals for events, brewery tours with tastings, and branded merchandise.
Is Puhaste a public or private company?
Puhaste is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Puhaste founded?
Puhaste was founded in 2016. It employs 11 to 50 people.
Where is Puhaste based?
Puhaste is headquartered in Tartu, Estonia, in the Europe region.
How does Puhaste make money?
Five revenue lines are on record. Beer Product Sales are the primary driver. The others are merchandise Sales, brewery Tours, custom Labeling Services and beer Cooler Rentals.
Who are Puhaste's main competitors?
Jäälinna Pruulikoda is listed as an emerging player. Broad incumbents are BrewDog, Mikkeller, Omnipollo and To Øl. Koobuse Pruulikoda is listed as a regional player. Direct peers are Tanker Brewery, Põhjala Brewery, Sori Brewing and Lehe Pruulikoda.
Does Puhaste have an API?
No public API is recorded for Puhaste.
What industry is Puhaste in?
Puhaste's product category is Craft Beer Brewing. Its primary akta.pro industry code is THAFALAB, Packaging & Production Breweries (Limited/No On-site Service), with a secondary code of THAJAGAF, Spirits Distillery Tours & Tastings (Whiskey, Rum, Gin, Vodka). Its NAICS code is 31212 and its SIC code is 2082.