A New Generation Takes the Reins at Alpirsbacher Klosterbräu
Investments and New Product Lines
Alpirsbacher Klosterbräu Glauner GmbH will complete a generational transition that has been in the works for some time, effective April 1, 2027. Moritz Glauner will assume sole management of the family-owned brewery. His father, Carl Glauner, will step down from his position as managing partner on March 31, 2027, and join the supervisory board. Markus Schlör, a member of the management team since 2004, will assume responsibility for sales, marketing, and communications as an authorized signatory, a move he initiated himself.
As a result, overall operational responsibility for the company will pass to Moritz Glauner. Alpirsbacher Klosterbräu will remain an independent family-owned brewery even after this transition.
Moritz Glauner has been with the company since 2022. He initially worked in production planning and has been a member of the executive board since early 2025. The leadership transition is part of a handover process that has been in the works since 2022.
“It is a great blessing for our family and our company to be able to shape this generational transition early on, in an orderly manner, and with a clear vision,” says Carl Glauner. “I myself took on responsibility under completely different circumstances. That makes me all the more grateful that we are able to prepare for the transition together today and carry it out on a solid economic and strategic foundation. We owe this above all to our employees, as well as our long-standing customers and partners.”
Carl Glauner will remain closely connected to the company as a member of the Supervisory Board and will continue to contribute his entrepreneurial experience and industry knowledge to the company’s strategic development.
Clear Responsibilities and Closer Alignment with the Market
With Moritz Glauner assuming overall operational responsibility, management responsibilities will be clearly consolidated, decision-making processes streamlined, and additional scope created for the further development of Alpirsbacher Klosterbräu.
As an authorized signatory, Markus Schlör will focus even more strongly on sales, marketing, and communications. As a long-standing industry expert, he remains a key point of contact in these areas for beverage wholesalers, retailers, the foodservice industry, and other business partners.
For customers and business partners, nothing will change in our ongoing collaboration. Existing agreements and supply relationships will remain in place, as will the points of contact in the office and in the field.
“We want to preserve the strength our family brewery has built up over the years while also creating the conditions that allow us to act quickly, in close alignment with our customers, and with consistency,” says Moritz Glauner. “This includes products of the highest quality, strong brands, reliable partnerships, and the willingness to decisively seize opportunities in a changing market.”
Investments and New Product Lines
The generational transition is taking place at a time when the beer market and consumer expectations continue to evolve. In recent years, Alpirsbacher Klosterbräu has strengthened its market position through investments and the further development of its product range. Investments have been made, among other things, in bottling and energy supply. At the same time, the brewery expanded its range of non-alcoholic beers and soft drinks, including the Klostergarten fruit juice spritzers and Klosterlimo.
The new management structure creates the organizational framework needed to continue on this path. It combines experience and continuity with clear accountability for the next generation. At the same time, Alpirsbacher Klosterbräu is thereby strengthening its independence as a family-owned brewery from the Black Forest and laying the foundation for the company’s further development.
Note: This article has been translated using a computer system without human intervention. LUMITOS offers these automatic translations to present a wider range of current news. Since this article has been translated with automatic translation, it is possible that it contains errors in vocabulary, syntax or grammar. The original article in German can be found here.
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