Our Maisel & Friends brewery site in Bayreuth proves that breathtaking street art is not only at home in big cities. You can marvel at works of art by international artists in many places in and around our original building. Our beers are also the result of passionate brewing.
Just as art is a craft, the execution of a craft is also an art. Brewing beer and street art are united not least by the ability to create something special from just a few resources. For the brewer, these are hops, malt, yeast and water, for the artist, for example, brushes or spray cans. There have always been artists at the Maisel family brewery - until now, they could only be found at the brewing kettle, creating their very own (brewing) work of art. This changed with the opening of the Liebesbier Restaurant & Bar.
Like the story of Maisel & Friends, the story of Urban Art also began at the family brewery's original building. It has been home to the Liebesbier restaurant since 2016. As a result, art has also moved into the brewery premises and has adorned the walls ever since. With its opening in January 2022, the Liebesbier Urban Art Hotel offers visitors another street art highlight.
Globally unique art project
Almost 70 artists from over 30 countries were involved in the realization of the Liebesbier Urban Art Hotel, whose curator is urban artist Hera (real name Jasmin Siddiqui). Spectacular murals and impressive wall paintings can be seen on the exterior walls of the building, making the lobby, rooms and corridors something very special. The artists have immortalized themselves in the modern smart hotel in their own style and without any guidelines. Detailed information can be found on our Liebesbier website.
Sculptures on the brewery grounds in Bayreuth
In 2023, we installed the first sculpture on our brewery grounds: the "Beerdiver" by artist duo SUTOSUTO. We want to make art accessible to all visitors, including in public spaces. Since April 2024, there has been a second sculpture there, "Mother Earth" by David Mesguich, a true homage to the art of brewing. Further sculptures are already being planned and will gradually be found throughout the brewery site.
In 2018, the idea was born to not only give art space in the bottle, but also to create something extraordinary on the label. Since then, the Artbeer series, in collaboration with artists from all over the world, has been producing limited-edition beer specialties that are not only visually stunning, but also offer a special experience in terms of taste.
We also took up this unique concept when we relaunched our Signature range in fall 2023. Since then, breathtaking works of art have adorned the labels of our signature beers, with which the Maisel & Friends journey began in 2012. An incredible symbiosis of street art and brewing art that fits perfectly into the philosophy of Maisel & Friends, into a world of values that sees particular added value in cooperation and collaboration, as they multiply fun and creativity. On the grounds of the family brewery, where craftsmanship, friendship and art have had a home for decades, this triad is offered a unique platform - yesterday, today and tomorrow.
Jasmin Siddiqui, born in Frankfurt in 1981, has been active in the graffiti scene since 2001. Her work is based on the balance of opposites. Her artist name Hera - after the Olympic goddess known for her destructive rage - contrasts with her real name Jasmin - a lovely flower. Her countless works of art over the last 20 years show that something supposedly small and weak can possess immense strength. Among the largest formats that carry her message are facades in Sao Paolo, Moscow, Melbourne and Miami.
Thanks to Hera's international contacts with other urban art greats, we were able to plan and implement a unique design concept for the Liebesbier Urban Art Hotel and make art on our premises more accessible in public spaces.