Premium craft beer from Munich, Bavaria. Bavarian Lager, Wheat Beer, IPA, Dark Beer, and seasonal small-batch releases. Order online, subscribe to our monthly beer box, or visit our Munich taproom.
Brauhaus & Co. is a concept premium craft beer brand headquartered in Munich, Bavaria, Germany — the most storied beer city on earth, home of the Reinheitsgebot purity law of 1516, the Oktoberfest tradition, and a brewing culture so embedded in Bavarian civic identity that beer is genuinely considered a food group. Munich’s brewing heritage provides the provenance story, the quality credibility, and the cultural weight that no other city in the world can offer a craft beer brand.
Founded by master brewer Jonas Müller — third-generation Bavarian brewer trained at the Weihenstephan Faculty of Brewing and Food Technology, the world’s oldest brewery school, operating since 1040 AD — and Clara Hoffmann, a brand strategist who had spent eight years working with premium spirits brands in Berlin and Hamburg.
The pair met at a craft beer festival in Munich’s Gärtnerplatz district in 2021, bonded over a shared frustration with the craft beer category’s visual identity problem — extraordinary liquid being let down by labels that looked like they were designed on a free template at midnight — and spent two years developing a range of beers that honoured Bavarian brewing tradition while exploring global flavour influences that the Reinheitsgebot’s modern interpretation permits.
The product range covers twelve beer varieties across five style categories — Bavarian Lager, Wheat Beer, IPA, Dark Beer, and a Seasonal Small-Batch Series — plus a limited-edition collaboration series with international brewers, a non-alcoholic craft variant, and a private label programme for premium restaurants and hotels. Brewed in a 3,200sqm craft brewery in Munich’s Neuhausen-Nymphenburg district, distributed across Germany, Austria, Switzerland, the UK, the Netherlands, Belgium, and the UAE, and sold direct-to-consumer through a flagship e-commerce platform, a beer subscription service, a taproom at the brewery, and retail listings in 600+ premium food and drink retailers.
The brief: build a craft beer brand that stands alongside the great German brewing institutions in heritage credibility while looking like it belongs in a contemporary design hotel’s minibar — then build the digital infrastructure to generate consistent D2C revenue, retail sell-through, wholesale accounts, and the kind of cultural presence that makes Brauhaus & Co. the beer that people photograph before they drink it.
Before — The Problem
Jonas had been quietly brewing exceptional beer for three years — winning a bronze at the European Beer Star and a gold at the Craft Beer Award Munich — with labels that looked like every other small craft brewery: a clipart hop illustration, a generic slab serif, and a colour palette chosen from the default options in a free design tool.
Three conversations with premium hotel groups ended the same way: the beer is outstanding, but the label needs to match the quality of the liquid.
Clara’s assessment was more direct: we are selling a €5 beer that tastes like a €12 beer and looks like a €2.50 beer. That mismatch is the entire problem.
The brewing was ready. The brand was not.
After — The Outcome
A complete premium craft beer brand ecosystem — visual identity, label design across all twelve SKUs, taproom design direction, brewery brand integration, e-commerce platform, subscription service, wholesale trade programme, social media strategy, Google Ads, Meta Ads, international SEO, and GEO optimisation.
Within ten months: listed at 600+ premium retailers across Germany and the UK, two five-star hotel groups in Munich and Dubai, eighteen Michelin-starred and premium restaurant groups. The subscription service reached 3,800 active global subscribers. Instagram reached 94,000 followers with a 5.9% engagement rate. The Mango Chilli IPA limited edition sold out in 48 hours across all channels. The taproom became the fourth highest-reviewed bar in Munich on Google Maps. Press features in Monocle, Condé Nast Traveller, and four German food and drink publications.
The beer hadn’t changed. Everything else had.
Brand Concept — Brewed in Bavaria. Built for the World.
The positioning honours the heritage of Bavarian brewing without being imprisoned by it. Jonas uses the Reinheitsgebot tradition — water, malt, hops, yeast — as a quality foundation, not a creative ceiling. Within those four ingredients, the range explores flavour territory that most traditional German breweries would never attempt: a yuzu and Hallertau Blanc IPA, a smoked Märzen with Beechwood influence, a dark rye bock with muscovado notes, a wheat beer dry-hopped with Citra and Mosaic for tropical brightness.
Brewed in Bavaria. Built for the World means: the roots are here, the reach is everywhere.
Palette: deep Bavarian forest green, aged amber gold, clean chalk white, and dark midnight navy. Typography: a precise modern interpretation of a classic German blackletter for the brand name — referencing tradition without being nostalgic — paired with a clean geometric sans-serif for product copy and digital. Each beer variety has its own label colour system while sharing the same structural brand architecture.
Beer Range Overview
Bavarian Lager Series — Year Round:
Bavarian Pilsner — The flagship. Hallertau Mittelfrüh hops. 4.9% ABV. 28 IBU. Pale straw gold, clean and crisp. The beer you drink when you want to understand what all the fuss about German lager actually means.
Märzen — The seasonal keeper. Munich malt forward. 5.8% ABV. 22 IBU. Amber and biscuity with a clean dry finish. The beer that Oktoberfest made famous and Jonas makes properly.
Smoked Märzen — The conversation starter. Beechwood smoked malt alongside Munich. 6.1% ABV. 24 IBU. For the drinker who wants to understand what campfire and malt can do together.
Wheat Beer Series — Year Round:
Hefeweizen — The classic. Weihenstephan yeast expressing banana and clove. 5.2% ABV. 14 IBU. Hazy, unfiltered, with a foam head that takes two minutes to settle. Worth waiting for.
Citra Wheat — The modern interpretation. Hefeweizen base, dry-hopped with Citra and Mosaic for tropical brightness alongside the traditional yeast character. 5.4% ABV. 18 IBU.
IPA Series — Year Round:
Yuzu Hallertau IPA — The signature. Hallertau Blanc and Mosaic hops, dry-hopped with yuzu peel. 6.2% ABV. 45 IBU. The beer that opened every hotel conversation and closed most of them.
Mango Chilli IPA — The limited edition that became a permanent fixture after it sold out three times in a row. Fresh Alphonso mango in secondary fermentation, Scotch bonnet heat at the finish. 6.4% ABV. 52 IBU.
Pacific Pale — The session IPA. Citra, Galaxy, and Nelson Sauvin. 4.8% ABV. 38 IBU. Tropical and bright with enough bitterness to remind you it’s a beer and not a juice.
Dark Beer Series — Year Round:
Dunkel — The Munich dark. Chocolate and crystal malt over a clean Pilsner base. 5.1% ABV. 20 IBU. Dark ruby brown with notes of dark bread and stone fruit.
Schwarzbier — The black lager. Roast character without heaviness. 4.9% ABV. 30 IBU. The beer that convinces people they don’t like dark beer that they do.
Rye Bock — The complex one. 30% rye malt alongside Munich and chocolate. 7.2% ABV. 32 IBU. Muscovado, dried fig, and a long warm finish.
Additional SKUs:
BRAUHAUS Zero — Non-alcoholic craft lager. All the process, none of the ABV. 0.3% ABV. For the driver, the training athlete, and the person who wants the ritual without the alcohol.
Collaboration Series — Quarterly limited editions brewed with international craft brewers. Previous collaborations: a session IPA with a London brewery, a sour with a Brussels lambic producer, a smoked porter with a Scottish craft brewery.
Digital Marketing Strategy
Google Search Ads:
Five campaign structures: brand defence, German craft beer product searches, competitor conquest targeting major German beer brands, subscription acquisition, and wholesale trade queries. Monthly budget €5,800 producing 290 orders and subscription sign-ups. ROAS 4.3x.
Meta Ads:
Three audience layers targeting beer enthusiasts, premium grocery buyers, and craft drink subscribers. Cold audiences served with the bottle lineup and brewery lifestyle photography. Warm retargeting with the subscription offer and limited edition waitlist. The limited edition sold-out announcement served as retargeting generated a 340% uplift in waitlist sign-ups over 48 hours.
TikTok:
The brewery behind-the-scenes content — the mash tun, the fermentation tanks, Jonas checking temperatures at 6am — performs dramatically better than polished product content on TikTok. Three brewery process videos broke 400,000 views organically. The brand’s TikTok tone is unpolished and genuine — which turns out to be exactly what a premium craft beer brand needs on a platform that values authenticity above production value.
Email Marketing:
Consumer welcome sequence over 21 days covering brand story, brewer profile, beer style guide, limited edition waitlist invitation, and subscription offer. Monthly newsletter featuring one limited edition story, one brewing process insight, one subscriber exclusive pre-sale, and one taproom event announcement. Trade sequence targeting hospitality procurement buyers across all markets.
Influencer Programme:
Three tiers — two macro beer and food media partners with 400K+ audiences on editorial content agreements, fifteen micro craft beer and food lifestyle influencers with 15K–60K engaged audiences on monthly product seeding, and an open seeding programme sending Brauhaus & Co. to 150+ beer bloggers, restaurant professionals, and food journalists quarterly with no posting obligation.
Results Summary
| Metric | Before | After (10 Months) |
|---|---|---|
| Google ranking “craft beer Munich” | Not ranked | Position 1 |
| Retail stockists | 0 | 600+ across DE, UK, AT |
| Subscription subscribers | 0 | 3,800 global |
| Instagram followers | 0 | 94,000 |
| TikTok total views | 0 | 1.8 million |
| Wholesale accounts | 0 | 2 five-star hotel groups + 18 restaurants |
| App downloads | 0 | 19,200 |
| Taproom Google rating | No profile | 4.9 stars — 4th highest bar in Munich |
| ROAS blended | N/A | 4.3x |
| Monthly subscription revenue | 0 | €129,200 |
| Countries generating D2C orders | 0 | 24 |
Jonas had a gold medal and a bronze medal sitting in a drawer. The beer that won them was the same beer he had been selling for three years on labels that communicated nothing about what was inside. Clara was right from the start — the mismatch between the liquid quality and the visual quality was the entire problem and the entire opportunity. Fixing the brand did not change a single batch. It changed what every batch meant to the person holding the bottle. That is the job.
Our Digital Marketing Services for Beer, Beverage, and Consumer Goods Brands Globally
Everything built for Brauhaus & Co. is available to any craft brewery, beverage brand, or premium consumer goods company operating in Europe, the USA, the UAE, or globally.
Brand and Identity:
Logo and complete brand system. Beer label and packaging design across all SKUs. Taproom and retail design direction. Photography creative direction. Trade marketing materials and wholesale documentation.
Website and E-Commerce:
Custom e-commerce website with beer subscription commerce. Mobile app for iOS and Android with subscription management and taproom booking. Multi-currency international commerce. Campaign-specific landing pages.
Performance Marketing:
Google Search, Shopping, and Display Ads. Meta Ads across Facebook and Instagram. TikTok Ads and Spark Ads. YouTube pre-roll for brewery process content. Influencer programme strategy and management.
Search Marketing:
International SEO across all target markets. GEO optimisation for AI search visibility. Google Shopping product feed management. Brand protection campaigns.
Social Media and Content:
Instagram and TikTok strategy and content direction. Photography and brewery documentary photography direction. Influencer seeding programme. Monthly content and performance reporting.
Email Marketing:
Consumer welcome and nurture sequences. Subscription lifecycle automation. Monthly newsletter management. Limited edition launch sequences. Trade B2B sequences. Churn recovery automation.
What Working With Us Looks Like
✅ Week 1–2: Brand strategy, competitor audit, market and retailer research, positioning definition
✅ Week 3–4: Logo, brand system, beer label design across all SKUs, photography direction
✅ Week 5–6: Website, e-commerce, subscription platform, SEO setup, schema implementation
✅ Week 7–8: App design, Google Ads, Meta Ads, Instagram content calendar, email sequences
✅ Month 3+: Monthly reporting, content production, ad optimisation, trade outreach support
Most craft beer and beverage brands we work with see measurable D2C revenue within 30 days of launch.
📞 Book Your Free Brand and Marketing Strategy Session
Schedule Your Free 30-Minute Discovery Call →
A direct, honest conversation about your brewery or beverage brand, your target markets, your current brand state, and what a complete brand and performance marketing strategy looks like for your specific route to market — whether that is a D2C subscription launch, a retail distribution push across Europe, or a wholesale programme serving Michelin-starred restaurants and five-star hotels globally.
We work with a limited number of craft beer and beverage clients per quarter.
