Barely four months ago, 10 independent Austrian breweries presented the "Austrian private breweries, 100% independent" seal of origin to the public. Since then, the initiative for Austrian beer has become enormously popular: a further 20 private breweries will be part of the group from the beginning of 2022. The seal is found more and more often in stores, meeting with a positive response from buyers: those who choose this seal are buying beer from 100% independent Austrian breweries. Reaching for a beer on the shelf thus becomes a question of attitude.
This is good news for Austrian brewing culture: an increasing array of the country’s beers will bear the ‘Austrian private breweries, 100% independent’ seal from the start of 2022. It will be awarded to beers that come exclusively from Austrian independent breweries and can therefore maintain their regional and individual brewing traditions regardless of the strategies of global conglomerates. The 30 breweries that currently belong to this initiative come from all of Austria’s federal states, from Vorarlberg in the west to Burgenland in the east, from the northern Waldviertel in Lower Austria to southern Carinthia.
The independent Austrian brewing industry is thus sending out a strong signal: in addition to beers from major international corporations, there are also beers from private breweries on the domestic market that are deliberately independent and not part of any group. Many of these firms can look back on centuries of tradition. They are rooted in their region, mainly use regional raw materials and brew specific beer specialities, often using traditional recipes. These beers are unique, with their own flavour and style. The result is a diversity of character that has always characterised Austria's brewing tradition. It is also worth mentioning that these non-corporate, purely Austrian breweries generate their entire added value in Austria and pay their taxes there.
SETTING AN EXAMPLE FOR DISCERNING CONSUMERS
When the initiative was launched in September 2021, 10 private breweries were initially behind the idea: Stiegl, Ottakringer, Braucommune in Freistadt, Hirter, Mohren, Murauer, Schloss Eggenberg, Trumer, Schremser and Zwettler. Their declared aim is to create transparency for beer connoisseurs so that they can make a conscious and informed decision as to whether they want to choose a beer from an Austrian brewery or a beer from a major international corporation.
The idea immediately met with positive response. This is because more and more discerning consumers want to know where their products come from, which company is behind it and what values it represents. So it seems only logical that drinkers are happy to take advantage of this transparency, especially when it comes to such a typical product as Austrian beer.
THE "INDEPENDENT PRIVATE BREWERIES OF AUSTRIA" ASSOCIATION WILL CONTINUE TO GROW
The group of 10 founders invited other Austrian private breweries to join the initiative right from the start. The chairman of the group, Ewald Pöschko, Managing Director of Braucommune in Freistadt, sees the fact that so many are responding to this call as an extremely positive signal:
“The preservation of Austrian beer culture is obviously important to many people. If we make it visible to the people where a purely Austrian company is behind the beer, then we are taking a step in the right direction. I am delighted that our initiative is gaining in popularity and therefore also in impact and significance.”
ORIGIN BEFORE SIZE
Size does not play a role in participation in the "Austrian private breweries – 100% independent" initiative - independence and authenticity, on the other hand, do. The criteria for membership are designed in such a way that they can be fulfilled by small breweries, which struggle to compete against large international corporations. The most important criteria are that the private brewery and its owners must be based in Austria and must not be under the influence of a foreign company. It must have been commercially active as a private brewery in Austria for three years and the brewery must actually exist – not just the brand name.
The beers that currently bear this seal account for around 33% of the Austrian beer market (domestic output of 8.3 million hectolitres in 2020, source: Brauwelt). The initiative of these 30 independent breweries continues. The association wants to take on more members and one day unite as many of Austria's independent private breweries as possible under one roof.