Augustiner am Platzl

What Augustiner am Platzl does

Augustiner-Bräu Wagner KG, doing business as Augustiner am Platzl, is Munich's oldest private brewery, with origins in 1328 when Augustinian monks began brewing at their monastery near Munich Cathedral. The company produces traditional Bavarian beer under the Reinheitsgebot (German purity law) using regional natural ingredients, in-house malt from its historical on-site floor malting house (Tennenmälzerei), and brewing water drawn from its own 230-meter-deep well. Its flagship product is Augustiner Bier, supplemented by the seasonal Wiesn-Edelstoff brewed specifically for Munich Oktoberfest, and it extends its brand through a network of company-owned traditional Bavarian gaststätten (taverns) across Munich and a branded souvenirs/merchandise line.

The business operates a vertically integrated, consumer-facing model: revenue is generated through beer sales, food and beverage service at owned taverns, festival sales at the Augustiner Festhalle and three partner tents during Oktoberfest, and branded merchandise. Distribution is concentrated in Munich and Bavaria, with no claims of international expansion. Marketing is heritage- and culture-led rather than digital, relying on the brand's status as a Munich cultural icon — comparable in public recognition to the Frauenkirche, the Isar, and Oktoberfest itself.

Since 1996 the brewery has been majority-owned by the Edith-Haberland-Wagner Stiftung, a nonprofit foundation established by Edith Haberland-Wagner (1899–1996), a descendant of the Wagner family that has operated the brewery since 1829. Over half of the brewery's revenue flows to the foundation's charitable activities across Munich, Austria, and Italy. The foundation charter effectively prevents sale, IPO, or strategic acquisition of the brewery, preserving it as Munich's last major private brewery. Since 2013 the foundation has been chaired by Catherine Demeter, another Wagner-family descendant, maintaining family stewardship of the majority owner.

Name

Augustiner am Platzl

Legal name

Augustiner-Bräu Wagner KG

Website

https://augustiner-wirtschaft.de

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Augustiner-Bräu Wagner KG is Munich's oldest private brewery (founded 1328), producing traditional Bavarian beer under the Reinheitsgebot using in-house floor malted grain and water from its own 230-meter well, served through owned Munich gaststätten, the Oktoberfest festival tent, and branded souvenirs.

Ownership category

akta.pro rank

Product category

Traditional Bavarian Brewery

NAICS

Breweries (312120), Breweries (31212)

SIC

Malt Beverages (2082), Beverages (2080)

akta.pro primary industry

Beer Brewing & Brands (CRADAIAA)

akta.pro secondary industries

Regional & National Breweries (THAFALAD), Beer, Brewery & Craft Beverage Tastings (THAJAGAE)

Keywords

• Traditional Bavarian brewing
• Beer production
• Brewery operations
• Gaststätten restaurant
• Oktoberfest beer

Headquarters

HQ city

Munich

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Infrastructure, Others

Revenue model

1. Beer Production and Sales: Traditional Bavarian beer production and sales through owned gaststätten (taverns/restaurants) and Oktoberfest festival operations
2. Gaststätten (Restaurant/Tavern Operations): Traditional Bavarian and international cuisine served in company-owned taverns across Munich
3. Souvenirs and Merchandise: Sales of Augustiner-Bräu branded souvenirs including beer steins and clothing

Distribution channels3 records

Marketing channels3 records

Core offering

Augustiner-Bräu Wagner KG is Munich's oldest private brewery, producing traditional Bavarian beers since 1328 at its Landsberger Straße facility in compliance with the German Reinheitsgebot (purity law), using water from its own 230-meter well and malt produced in its on-site historical floor malting house (Tennenmälzerei). The company also operates a network of traditional Bavarian Gaststätten (taverns) serving Augustiner beer with Bavarian and international cuisine, serves a specialty Wiesn-Edelstoff beer at Oktoberfest, and sells branded souvenirs.

Product overview

Augustiner-Bräu Wagner KG is a traditional Bavarian brewery offering a portfolio of beer products centered on its flagship Augustiner Bier, brewed in Munich since 1328. The core offering includes the main Augustiner Bier line and the seasonal Wiesn-Edelstoff Oktoberfest specialty. Beyond beverages, the company operates a network of traditional Gaststätten (taverns) and sells branded souvenirs, creating a complete traditional Bavarian beer culture experience.

Differentiator

Problem solved

Functional benefit

Brands

• Wiesn-Edelstoff: Special beer brewed specifically for the Munich Oktoberfest celebration, served in the Augustiner Festhalle tent.

Products and services

• Augustiner Bier Traditional Bavarian beer line brewed since 1328 in compliance with the German Reinheitsgebot (purity law) at the Landsberger Straße brewery in Munich, using regional natural ingredients and water from the company's own 230-meter deep well. Produced for adult consumers seeking authentic traditional Bavarian beer.
• Wiesn-Edelstoff A specialty beer brewed specifically for the Munich Oktoberfest, served in the Augustiner Festhalle tent and at partner venues including Fischer Vroni, Ammer Hühner- und Entenbraterei, and 'zur Bratwurst'. Targeted at Oktoberfest visitors and festival attendees.
• Augustiner Gaststätten Traditional Bavarian taverns and restaurants operated by Augustiner across Munich, offering Augustiner beer together with Bavarian and international cuisine in a traditional atmosphere. Targeted at individual diners and beer consumers in Munich.
• Augustiner-Bräu Souvenirs Augustiner-Bräu branded merchandise including beer steins (Bierkrüge) and clothing, sold through the company's souvenir shop so customers can take a piece of Bavarian tradition home. Targeted at visitors, tourists, and brand enthusiasts.

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators2 records

Recent moves8 records

Expansion highlights3 records

Direct peers

• Paulaner Brauerei Gruppe: One of Munich's six major traditional breweries, producing Munich Helles and wheat beers with strong gaststätte and Oktoberfest presence. Comparable in scale, heritage, and product portfolio to Augustiner.
• Andechser Klosterbrauerei: Bavarian monastery brewery adjacent to Andechs Abbey, also founded centuries ago and operating traditional Bavarian brewing methods. Comparable on heritage, religious-origin, and gaststätte/gift shop integration.
• Maisel (Brauerei Gebr. Maisel): Independently-owned Bavarian brewery (Bayreuth) specializing in wheat beer with traditional heritage positioning and gaststätte presence. Comparable as a family-owned traditional Bavarian brewery.
• Hacker-Pschorr Bräu: Historic Munich brewery (now part of Schörghuber/Paulaner group) with strong Oktoberfest tent presence and traditional Bavarian beer portfolio. Directly comparable on Munich brewery + festival presence model.
• Erdinger Weißbräu: Germany's largest wheat beer brewery, family-owned, based in Bavaria. Comparable traditional Bavarian brewery with strong heritage branding and export distribution.
• G. Schneider & Sohn (Schneider Weisse): Family-owned Bavarian wheat beer brewery with similar heritage positioning, independent ownership structure, and traditional brewing methods. Comparable as an independent traditional Bavarian brewery.
• Spaten-Franziskaner-Bräu: Munich brewery (now part of AB InBev) producing traditional Bavarian lagers with Oktoberfest presence. Direct comparable in product range and Munich heritage positioning.
• Hofbräu Kaltenberg: Traditional Bavarian brewery owned by the House of Wittelsbach, producing Munich-style lagers with gaststätte and festival presence. Comparable as a heritage Bavarian brewery with cultural/royal brand identity.
• Hofbräuhaus München: State-owned Munich brewery and beer hall serving traditional Bavarian beer on-site at the Hofbräuhaus and through distribution. Most direct comparable on the Munich brewery + gaststätte + Oktoberfest model.

Regional players

• Tegernseer Brauerei: Regional Bavarian brewery serving the Tegernsee area with traditional brewing and gaststätte presence. Comparable in regional-traditional positioning but smaller scale and geographic focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/augustiner-am-platzl

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 Augustiner am Platzl