What Augustiner-Keller does

Augustiner-Keller is a historic beer garden and restaurant complex located at Arnulfstr. 52 in central Munich, first documented in the Munich city map in 1812 and operated continuously since. The venue operates a 5,000-seat beer garden under 100+ chestnut trees alongside multiple indoor dining rooms (Lagerkeller, Bierstüberl, Jagdstube, Festsaal, Halle, Wildererstube), three terraces totaling 740 seats, and event facilities accommodating up to 600 guests. It serves traditional Bavarian cuisine alongside Augustiner Bräu beers, including the signature Edelstoff freshly tapped from wooden barrels, and hosts a year-round calendar of events from Monday Music and children's festivals to weddings, corporate conferences, and New Year's Eve celebrations.

The business operates as a sole proprietorship under owners Christian and Petra Vogler (tenants since April 2010), with Darko Stanic serving as Managing Director/Operations Manager. Revenue is generated through food and beverage sales, banqueting and event hosting, and ancillary services including online voucher sales via expressgutscheine.net. Customer acquisition combines physical footfall driven by central Munich accessibility (U-Bahn, S-Bahn, tram) with multilingual digital channels (9-language website, Reservision online booking, dayyourway event configurator), referral partnerships with ten Munich hotels, and a deep community moat built on 154 regulars' tables where groups have gathered for decades.

The technology footprint is intentionally minimal — no proprietary platform, no mobile app, and no AI/ML systems are referenced. The operating model relies on traditional Bavarian hospitality rituals (wooden barrel tapping, shepherd's wagons in winter, ice stock curling, protected chestnut trees) as the primary product, with digital tooling limited to standard SaaS for reservations, vouchers, and event configuration.

Name

Augustiner-Keller

Legal name

Augustiner-Keller Munich

Website

https://augustinerkeller.de

Company type

Private

Founded year

1812

Operating status

Operating

Headcount range

11–50 employees

Short description

Augustiner-Keller is Munich's oldest beer garden (since 1812), operating a 5,000-seat outdoor venue plus multiple historic dining rooms and event spaces that serve traditional Bavarian cuisine and Augustiner beers to locals, tourists, families, and corporate event hosts.

Ownership category

akta.pro rank

Product category

Beer Garden and Bavarian Restaurant Hospitality

NAICS

Drinking Places (Alcoholic Beverages) (722410)

SIC

Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Brewpubs & Taprooms (On-site Beer Service) (THAFALAA)

akta.pro secondary industries

Craft Beer Bars & Taprooms (THAFAEAG), Taprooms & Brewpubs (CRANACAF)

Keywords

• Traditional beer garden
• Bavarian restaurant hospitality
• Event venue Munich
• German gastronomy services
• Corporate banquet hosting

Headquarters

HQ city

Munich

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Food and beverage sales: Revenue from serving traditional Bavarian cuisine and international specialties in the beer garden (5,000 seats), restaurant, and various dining rooms including the Lagerkeller, Bierstüberl, Jagdstube, Festsaal, Halle, and Wildererstube.
2. Augustiner Edelstoff beer from wooden barrels: Revenue from serving Augustiner Edelstoff beer freshly tapped from wooden barrels, a specialty offering year-round.
3. Events and banquets: Revenue from hosting private and corporate events including weddings, anniversaries, birthday parties, conferences, seminars, lectures, and concerts. Services include room rental, catering, decoration, music, and event technology.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Augustiner-Keller operates Munich's oldest and one of its largest beer gardens (5,000 seats under chestnut trees), serving traditional Bavarian cuisine and Augustiner brewery beers — most notably Edelstoff freshly tapped from wooden barrels. The complex includes multiple indoor dining rooms (Lagerkeller, Festsaal, Jagdstube, Bierstüberl, Halle, Wildererstube), terraces, and seasonal attractions (shepherd wagons, ice stock tracks), and offers full-service event hosting for weddings, corporate conferences, and private celebrations.

Product overview

Augustiner-Keller is a historic beer garden and restaurant complex offering a unified hospitality experience centered on traditional Bavarian culture. The core products include the Beer Garden (5,000 seats, Munich's oldest) and Restaurant with multiple distinct dining rooms (Lagerkeller, Bierstüberl, Jagdstube, Festsaal, Halle, Wildererstube). Supporting services include Celebrations & Conferences for events (up to 600 guests), Events programming, and Food & Beverage offerings featuring Augustiner Edelstoff from wooden barrels and Bavarian cuisine. Seasonal offerings include Shepherd's Wagons and Ice Stock tracks (November-February), while year-round amenities include Terraces, Playground, and a 360° Virtual Tour. The establishment sources exclusively from Augustiner Brauerei (founded 1328), Munich's oldest brewery.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• 5,000 seats available in beer garden, making it one of Munich's largest
• +4 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles4 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

17 partnerships are on record, tiered core and minor.

• Augustiner Bräu Wagner KGcoreStrategic or Co-development PartnerThe Augustiner brewery, owned by Joseph Wagner since 1862, is the oldest brewery in Munich and last privately owned one. Its history dates to 1328. Augustiner-Keller exclusively serves Augustiner beers, particularly Edelstoff from wooden barrels.
• DallmayrminorOthersDallmayr is referenced as a premium food and beverage partner supporting Augustiner-Keller's commitment to high-quality products.
• SchäferwagenwerkminorOthersPartner for shepherd wagons used during winter season, recreating the traditional Marsfeld experience from 200 years ago.
• Fischer VroniminorOthersProvider of Steckerlfisch (fish grilled on a stick), a specialty available at the beer garden's self-service area.
• Fass SchmidtminorOthersBarrel supplier contributing to the traditional wooden barrel beer service experience.
• Hotel Sofitel Bayerpost *****minorGTM or Marketing PartnerFive-star luxury hotel in Munich's immediate vicinity, referring guests to Augustiner-Keller.
• Hotel Bayrischer Hof Muenchen *****minorGTM or Marketing PartnerFive-star luxury hotel in Munich's immediate vicinity, referring guests to Augustiner-Keller.
• Eurostar Grand Central Muenchen *****minorGTM or Marketing PartnerFive-star hotel near Munich Central Station, referring guests to Augustiner-Keller.
• The Charles Hotel *****minorGTM or Marketing PartnerFive-star luxury hotel in Munich, referring guests to Augustiner-Keller.
• Hotel Blauer Bock ***minorGTM or Marketing PartnerThree-star hotel in Munich referring guests to Augustiner-Keller.
• KING's HOTEL's ****minorGTM or Marketing PartnerFour-star hotel chain in Munich referring guests to Augustiner-Keller.
• Hotel Jedermann ***minorGTM or Marketing PartnerThree-star hotel in Munich referring guests to Augustiner-Keller.
• Munich Marriott HotelminorGTM or Marketing PartnerMarriott hotel in Munich referring guests to Augustiner-Keller.
• Munich Airport Marriott HotelminorGTM or Marketing PartnerMarriott hotel at Munich Airport referring guests to Augustiner-Keller.
• Courtyard Munich City CenterminorGTM or Marketing PartnerMarriott Courtyard hotel in Munich city center referring guests to Augustiner-Keller.
• Schymanski Deko & EventminorImplementation/ SI/ Consulting PartnerEvent decoration and styling partner providing personalized ambiance for celebrations and events.
• Blickwinkel 089minorOthersPhotography and visual content partner capturing the Augustiner-Keller experience.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Seehaus im Englischen Garten: Munich beer garden at the Kleinhesseloher See in the Englischer Garten. Comparable as a large traditional Munich beer garden offering Bavarian food and beer in a heritage setting with strong tourist appeal.
• Hirschgarten: One of Munich's largest beer gardens (~8,000 seats) located in the Hirschgarten park. Directly comparable as a high-capacity traditional Munich beer garden competing for the same local and tourist demand as Augustiner-Keller.
• Chinesischer Turm Biergarten: Iconic Munich beer garden in the Englischer Garten, one of the city's largest traditional outdoor beer gardens. Comparable as a large-scale Munich beer garden targeting both locals and tourists with traditional Bavarian service.
• Paulaner Bräuhaus: Munich brewery with multiple Bräuhaus and beer garden locations. Comparable traditional Bavarian brewery-restaurant concept serving on-premise Paulaner beers and Bavarian cuisine in Munich.
• Hofbräuhaus München: Munich's most iconic beer hall and one of the most famous in the world. Directly comparable as a large-scale traditional Bavarian beer hall and restaurant venue targeting tourists and locals with live music and communal seating.
• Schneider Bräuhaus München: Munich taproom of Schneider Weisse brewery, serving Bavarian wheat beers and traditional cuisine. Comparable brewery-tied restaurant with traditional Bavarian hospitality focus.
• Löwenbräu Keller: Traditional Munich beer hall and beer garden on the Nymphenburg-Prinzregentenstrasse axis. Comparable large-scale traditional Bavarian beer hall with on-site beer service and event spaces.
• Hacker-Pschorr Bräuhaus: Munich brewery with traditional Bräuhaus restaurant and beer garden operations. Comparable as a Munich-based traditional brewery-tied hospitality venue serving Bavarian cuisine and on-premise beer service.

Regional players

• Ayinger Bräustüberl: Traditional Bavarian brewery-restaurant in Aying, near Munich. Comparable as a heritage brewery-tied hospitality venue with traditional Bavarian cuisine and on-site beer service, though serving a more regional/suburban catchment than central Munich.

Others

• Augustiner Bräu Wagner KG: Munich's oldest brewery (founded 1328) and exclusive beer supplier to Augustiner-Keller. Comparable as a heritage Bavarian brand with associated beer hall operations (Augustiner am Platzl, Augustiner Stammhaus) serving Augustiner beers on-premise.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/watch?v=CzqezasvMPw
• LinkedInlinkedin.com/company/augustiner-keller

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Augustiner-Keller