Hofbrauhaus Freising Brewery Enters a New Era Under Investor Consortium

A new chapter is beginning for the Gräfliches Hofbrauhaus Freising: the historic brewery, whose roots reach back to the 12th century, has been sold by long-time owner Ignaz Graf zu Toerring-Jettenbach to a Swiss investor consortium led by Argon Management AG. The contractual handover has been finalised, ending months of industry rumours about a potential change in ownership.

According to the new investors, the brewery’s future will continue to be firmly anchored in Freising. They intend to modernise the site, strengthen national and international visibility, and expand distribution while retaining the brewery’s traditional craftsmanship. Plans include updating production infrastructure, adopting modern sales channels, and intensifying digital communication to better reach consumers.

Hofbrauhaus Freising is known for a diverse range of traditional Bavarian beers, including Huber Weisses Original, the well-established wheat beer brand, as well as Moy Bier Helles, Graf Ignaz Premium Pilsener, Graf Toerring Export Hell, and the classic Urhell. Seasonal specialties and regional limited editions further complement the assortment. These brands, deeply rooted in local brewing heritage, are expected to play a key role in the new owners’ efforts to strengthen the brewery’s domestic and international presence.

Although local media have reported financial challenges in recent years, the brewery did not disclose any figures in its official announcement. Instead, it emphasised long-term entrepreneurial commitment and a strategy built on quality, origin and continuity. The existing workforce and gastronomy partners are expected to remain unaffected during the transition.

Argon’s founding partner Fredi Fischer highlighted the responsibility that comes with nearly nine centuries of brewing tradition, stressing that the aim is not to break with the past but to guide the brewery into a stronger future. The new owners intend to develop the brand further, strengthen its presence in the region, and boost visibility abroad.

For the former owner, the timing of the hand-over reflects confidence that the brewery can benefit from fresh momentum. With the deal now completed, the focus shifts to how the new strategic direction will unfold in the coming years — while preserving the brewery as an integral part of Freising’s identity.