Gösser

What Gösser does

Gösser is one of Austria's oldest and most recognized beer brands, operating a single primary brewery at Brauhausgasse 1 in Göss/Leoben under parent Brau Union Österreich AG (itself a subsidiary of Heineken). The product portfolio is anchored by the flagship Gösser Märzen lager, which accounts for approximately 70% of brewery output, supplemented by Gösser Helles, NaturGold, the Biostoff organic line, and an expanding range of radler variants including non-alcoholic (NaturRadler 0,0% Zitrone and Himbeer-Rhabarber), low-sugar (NaturRadler extra-frisch Zitrus Mix at 2.0% ABV), and the 2026-launched NaturSaurerRadler Soda-Zitron (2.6% ABV). Core brewing inputs are sourced domestically: water from a proprietary protected spring area, barley from Austrian farmers, and hops from Leutschach.

Beyond beer, Gösser monetizes three adjacent revenue lines: (1) the BLADE air-pressure beer tap system (€497.90 machine plus recurring 8L Gösser kegs at €35–€41), which builds a captive home/professional draft ecosystem with 30-day freshness and no CO2; (2) the Gösseum museum and brewery tour business in Leoben, offered as 90-minute or combined 120-minute experiences with beer tasting; and (3) branded merchandise (personalized glasses, mugs, accessories) sold through shop.goesser.at. Distribution is overwhelmingly Austrian-domestic through major supermarket chains (SPAR, BILLA/BILLA PLUS, Lidl, Metro, MPREIS, Adeg), traditional Gösser Bräus hospitality venues, the brewery's own beverage shop, and the DTC online store.

The brand is positioned as "Das Bier der Österreicher," with marketing emphasizing 1,000+ years of brewing heritage, Austrian cultural identity, sponsorship of skiing and golf, and ongoing promotional campaigns. Gösser operates as a fully owned brand within Heineken's EMEA portfolio and does not disclose standalone revenue; its strategic decisions (SKU launches, BLADE rollout, tourism investment) appear coordinated through the Brau Union / Heineken corporate structure, with careers routed through Heineken's Austrian careers portal.

Name

Gösser

Legal name

Brau Union Österreich Aktiengesellschaft

Website

https://goesser.at

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Gösser is an Austrian heritage beer brand owned by Heineken's Brau Union, brewing its flagship Märzen lager (≈70% of output) plus specialty beers and radlers at a single Leoben brewery, distributed across Austrian retail and complemented by the BLADE draft system, brewery tourism, and DTC merchandise.

Ownership category

akta.pro rank

Product category

Beer Brewing

NAICS

Breweries (31212), Breweries (312120), Beverage Manufacturing (3121)

SIC

Malt Beverages (2082), Beverages (2080)

akta.pro primary industry

Beer Brewing & Brands (CRADAIAA)

akta.pro secondary industries

Brewpubs & Taprooms (On-site Beer Service) (THAFALAA), Specialty & Gourmet Foods Wholesale Distribution (CRAOAAAI)

Keywords

• Austrian beer brewing
• Traditional Märzen lager
• Non-alcoholic radler
• Beer tap systems
• Brewery tourism

Headquarters

HQ city

Leoben

HQ country

Austria

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Beer Sales: Core revenue from brewing and selling beer products including Märzen, Helles, Biostoff, NaturGold, NaturRadler variants, and seasonal specials. Products sold in bottles (0.33L, 0.5L), cans, and on-tap through BLADE system.
2. BLADE Beer Tap System: Sale of BLADE beer tap machines and compatible 8L beer kegs. The system enables fresh draft beer at home or professional settings.
3. Gösseum Brewery Tours: Revenue from guided tours of the brewery and Gösseum museum, including beer tastings. Offers individual tours and group bookings.
4. Merchandise: Sale of branded merchandise including glasses, mugs, accessories, apparel, and personalized items through the online shop.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels8 records

Core offering

Gösser is an Austrian brewery producing traditional and specialty beers including Märzen, Helles, Biostoff (organic), NaturGold, NaturRadler (non-alcoholic), and seasonal variants. The brewery also markets the BLADE proprietary air-pressure beer tap system with 8L kegs for home and professional use, and operates the Gösseum museum offering guided tours and tastings. Products use proprietary spring water from a protected source, barley from Austrian farmers, and hops from Leutschach.

Product overview

Gösser is an Austrian brewery offering a portfolio of beer products centered around its flagship Gösser Märzen lager, complemented by light beers (Helles), specialty beers (NaturGold, Biostoff), and non-alcoholic radler variants (NaturRadler, NaturSaurerRadler). The company also operates the BLADE beer tap system for home and professional use, sells branded merchandise (glasses, accessories, clothing), and provides brewery experience tours through the Gösseum museum. Products are distributed through retail channels in Austria and via the company's online shop. The offering combines core alcoholic and non-alcoholic beverages with complementary hardware systems and experiential tourism services.

Differentiator

Problem solved

Functional benefit

Brands

• Gösseum: Interactive beer culture museum experience at the Gösser brewery in Leoben, offering guided tours and beer tastings.
• Gösser Bräus
• Gösser NaturRadler
• Gösser Biostoff
• Gösser Helles
• Gösser NaturGold
• NaturSaurerRadler Soda-Zitron
• Gösser NaturRadler extra-frisch Zitrus Mix
• Gösser Stifts-Zwickl
• BLADE

Products and services

• Gösser Märzen Flagship pale, full-bodied Märzen lager with straw-yellow color, pleasant hoppy aroma and fine malt notes; the dominant SKU in the Gösser portfolio for Austrian retail consumers.
• Gösser Helles Light pale lager with 4.4% alcohol, brewed using an innovative brewing process for fresh, smooth taste with balanced bitterness.
• Gösser NaturGold Premium beer variety from the Gösser portfolio featured in the seasonal lineup.
• Gösser Biostoff Organic beer variant positioned within the Gösser product portfolio.
• Gösser NaturRadler 0,0% alkoholfrei Zitrone Alcohol-free radler with lemon flavor, part of the Gösser non-alcoholic product line for consumers seeking refreshment without alcohol.
• Gösser NaturRadler 0,0% alkoholfrei Himbeer-Rhabarber Alcohol-free radler with raspberry-rhubarb flavor, expanding the non-alcoholic portfolio.
• Gösser NaturRadler extra-frisch Zitrus Mix Refreshing citrus radler with 2.9g sugar per 100ml, combining Gösser beer with lemonade from lemons, oranges, grapefruit and limes; 2.0% alcohol.
• Gösser NaturSaurerRadler Soda-Zitron Sour radler combining Gösser Märzen with soda and lemon; 2.6% alcohol, with real lemon juice causing light natural turbidity.
• BLADE Bierzapfanlage (Beer Tap Machine) Proprietary air pressure beer tap system with integrated cooling and integrated keg tap lines for home and professional use; keeps beer fresh for 30 days after tapping without CO2; priced at €497.90.
• BLADE 8L Beer Kegs (Märzen and Stifts-Zwickl hell) 8-liter beer kegs designed for the BLADE tap system, available in Gösser Märzen (€35.40) and Stifts-Zwickl hell (€41.40) varieties.
• Gösseum Combined Brewery and Museum Tour Combined 120-minute guided tour of the Gösser brewery and Gösseum museum, including beer tasting, for individuals and groups (minimum 10 persons for groups).
• Gösseum Museum Tour 90-minute guided tour of the Gösseum museum including beer tasting, for individuals and groups (minimum 10 persons for groups; minimum fee €130).
• Personalised Gösser Adula Glass Personalised beer glass with laser engraving, available in 0.3L and 0.5L sizes.
• Gösser Glasses and Mugs Collection Collection of branded beer glasses and mugs in various sizes (0.2L to 3L), including the Adula glass, Augenkanne, Krug Donau, and stoneware jugs.
• Gösser Branded Accessories Branded accessories including beach towels, sun umbrellas, hiking backpacks, playing cards, bottle openers, beer coasters, and lanyards.

Quantifiable outcome

• Gösser Märzen accounts for approximately 70% of the brewery's total production output.

Named customers6 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature1 record

Partnerships

One partnership is on record.

• Brau Union Österreich AGcoreOthersBrau Union Österreich AG is the parent company of Gösser brewery. The company is headquartered in Linz with production facilities including the Gösser brewery in Leoben. Gösser operates as a brand under the Brau Union umbrella, which is part of the Heineken company group.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Regional players

• Egger Bier: Austrian family-owned regional brewery operating primarily in Vorarlberg/Western Austria with mainstream lagers and craft variants. Comparable to Gösser through its Austrian retail presence and traditional lager product mix, though primarily competing in a different Austrian region.
• Murauer Brauerei: Styrian regional brewery with strong local presence and growing national distribution across Austrian retail. Comparable to Gösser as an Austrian heritage brand targeting traditional lager drinkers, but with a smaller geographic footprint and less national marketing reach.

Direct peers

• Ottakringer Brauerei: Vienna-based Austrian brewery producing lagers, pilsners, and craft specialties, distributed through Austrian retail and on-premise channels. Comparable to Gösser as a competing Austrian heritage brewer with national distribution and similar product mix around mainstream lager styles.
• Schwechater Brauerei (Brau Union): Historic Lower-Austrian brewery, also part of Brau Union Österreich AG, focused on mainstream lager for the Austrian market. Comparable to Gösser in production footprint, retail distribution channels, and target consumer, representing internal portfolio competition within the same parent.
• Erdinger Weissbräu: Germany's largest wheat beer brewer, with broad DACH-region distribution, strong heritage branding, and a flagship specialty beer style (Weissbier). Comparable to Gösser as a heritage-driven, specialty-positioned national brewer competing in the broader German-speaking beer market.
• Zipfer Brauerei (Brau Union): Upper-Austrian mainstream lager brand owned by the same Brau Union Österreich AG parent as Gösser. Closely comparable as a sister brand with overlapping Austrian retail distribution, similar core lager positioning, and shared production footprint, but Zipfer targets a slightly different regional consumer.
• Stieglbrauerei zu Salzburg: Austrian family-owned brewery operating across multiple beer styles with broad Austrian retail distribution and a strong Salzburg-based heritage brand. Stiegl is Gösser's closest direct peer, competing head-to-head for Austrian on-premise and off-premise volume and employing a similar regional-heritage-led marketing strategy.
• Paulaner Brauerei Gruppe: Major Munich-based German brewery group with broad DACH retail and on-premise distribution across lagers, wheat beers, and radler-style beverages. Comparable to Gösser in heritage positioning, broad retail distribution, and product mix including non-alcoholic variants, though operating at significantly larger scale across multiple countries.
• Augustiner-Bräu München: Traditional Munich brewery renowned for heritage branding, premium lager positioning, and integrated taproom/hospitality operations. Comparable to Gösser in deep cultural anchoring, traditional brewing positioning, and on-premise presence, although Augustiner is regionally concentrated in Bavaria.

Broad incumbents

• Heineken N.V. Global brewing conglomerate and parent company of Brau Union, which in turn owns Gösser. Heineken is the broad incumbent providing capital, international distribution, and operational leverage to Gösser, with a portfolio of premium and mainstream beer brands across Europe and globally.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/goesserbier
• YouTubeyoutube.com/user/GutBesserGoesserBier
• Facebookfacebook.com/goesser
• Instagraminstagram.com/gutbessergoesser
• LinkedInlinkedin.com/company/g%C3%B6sser

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

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 Gösser