Maisel's

The brewery was established in Bayreuth, Upper Franconia, by brothers Hans and Eberhardt Maisel. The signature product, Maisel's Weisse, was introduced in 1955 and has defined the brand's identity for seven decades. Jeff Maisel has led the business since 1998, representing the fourth generation of family ownership. In 1988, the brewery's museum was recognised in the Guinness Book of Records as the most comprehensive beer museum in the world.

The alcohol-free wheat beer is brewed using a specially developed process and is positioned by the brand as a fitness drink: it is isotonic, carries B vitamins, and contains 40% fewer calories than the full-strength version. These properties make it a natural choice for fitness-focused drinkers who want a post-exercise beer with genuine Bavarian brewing heritage behind it.

In 2012, Jeff Maisel launched Maisel & Friends as a craft beer sub-label, bringing hop-forward styles to the Bayreuth operation. The AF range from Maisel & Friends is dry-hopped with Amarillo and Citra hop varieties, giving it an aromatic, citrus-forward character that sits alongside the traditional wheat beer in the brand's overall AF offering.

Distribution is through specialist alcohol-free retailers, placing Maisel's in the premium import bracket. The AF portfolio spans traditional Bavarian wheat beer heritage and contemporary craft beer styles, both produced at the same Bayreuth brewhouse.