What started as an initiative of 10 private breweries (Ottakringer, Stiegl, Schloss Eggenberg, Hirter, Murauer, Mohren, Freistädter, Trumer, Schremser and Zwettler) has rapidly developed into a broad movement: 38 domestic beer producers will soon bear the ‘Austrian private breweries, 100% independent’ seal of origin. The ‘Independent Breweries of Austria’ association will bring another eight highly individual private breweries from five federal Austrian states on board on 1 July 2022:
STIEGL-GUT WILDSHUT, SALZBURG
PINZGAU BRÄU, SALZBURG
BRAU BOUTIQUE, UPPER AUSTRIA
3 PRINZEN, ISCHLER BIER, UPPER AUSTRIA
SPECHT BIERBRAUEREI, LOWER AUSTRIA
WIENEUBRÄU, LOWER AUSTRIA
WIMITZBRÄU, CARINTHIA
BRAUEREI FRASTANZ, VORARLBERG
The new additions show that interest in preserving Austrian brewing culture remains high, says Ewald Pöschko, Managing Director of Braucommune in Freistadt and Chairman of the ‘Independent Breweries of Austria’ association: "The momentum is unbroken. We are delighted that we can once again welcome genuine individualists into our ranks, whose products are impressive testimony to the diversity of Austrian beer styles and the creativity of our brewers."
INCREASING VISIBILITY
As the size of the group grows, so does its visibility on the market. From Vorarlberg to Burgenland, more and more bottles bearing the ‘Independent Breweries of Austria – 100% independent" seal of origin are leaving the fermenting cellars every month. Thanks to this labelling, consumers can recognise with a quick glance whether they are holding a regionally brewed beer from an Austrian private brewery or a product from a global corporation.
"This open and transparent information is becoming increasingly important, which is why we are pleased to be able to use the seal in the future," says Josef Habich from the Wimitzbräu brewery in Carinthia, explaining his decision to join. For another new member, Kurt Michelini, owner of Frastanz brewery in Vorarlberg, it is the clear differentiation from the group beers that makes the association so valuable: "The private breweries that use the seal of origin are very different in terms of size and brewing styles, but they are all united by one idea. This is where our strength comes from."
CONSUMERS DELIGHTED
The seal of origin has been extremely well received by beer lovers, reports chairman Pöschko:
"We are receiving a huge amount of positive feedback from all federal states. Beer lovers tell us that they pay very close attention to the seal.”
The attention of consumers strengthens the hand of genuine independent Austrian breweries as they fight off the international beer giants. The consolidation of the beer market is increasing alarmingly, with six out of 10 beers now coming from international brewing groups. "In other countries, globalisation has already led to a levelling out of taste," warns Pöschko, "There are almost exclusively corporate beers. Austria is successfully resisting this."
The association’s members are as diverse as the local beer scene. The seal of origin makes no distinction as to whether the brewery is large or small. What matters is independence and authenticity. The criteria for membership are strict and are particularly favourable to those small breweries that are struggling on the market alongside the large international corporations. The most important requirement is 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 as a brand name.
THE GROWTH CONTINUES
With eight new members in the middle of the year, the growth of the association is by no means complete. The next round of enlargement is planned for 1 January 2023. The success story continues.