Moore Brewery
| Mohrenbrauerei Vertriebs KG
|
|
|---|---|
 |
|
| legal form | KG |
| founding | 1834 |
| Seat | Dornbirn , Austria |
| management | Heinz Huber managing director |
| Number of employees | 121 (2012) |
| sales | EUR 22.2 million (2012) |
| Branch | Beverage manufacturing |
| Website | www.mohrenbrauerei.at |
The Mohrenbrauerei Vertriebs KG in Dornbirn is the oldest Vorarlberg beer brewery . The brewery produces numerous types of beer as well as wines and lemonades in-house. With a total market share in the catering and retail sectors of 47.8 percent, the Mohrenbrauerei was the market leader among the four Vorarlberg breweries in 2014.
Name and logo
The combination of the word Mohr and the logo was associated with racist stereotyping in 2012 , as the logo depicts the caricature silhouette of a man with bulging lips, frizzy hair and a distinctive nose. According to official statements by the company, the logo is the family coat of arms taken over from the original brewery founder Josef Mohr in 1834 . This is based on ancient representations of Saint Mauritius .
In the course of the global Black Lives Matter protests, which flared up again in spring 2020 , the choice of the Mohren brewery's logo and company name was again discussed. After a graphic artist from Vorarlberg published a proposal for the redesign of the company logo, with the aim of replacing the stylized human head with the silhouette of a pear tree , the company was again heavily criticized for its logo and name, especially in social media . Finally, the Mohrenbrauerei temporarily closed all of its social media accounts on June 21, 2020 after massive hostility from both opponents and supporters of the company logo.
history
Today it is no longer possible to determine exactly in which year the brewing of the first Mohren beer began. It is, however, a very old brewery which, according to the tax register from 1808, is called real "Brewing Justice" and such trades have been in operation since at least 1742.
The origin of today's Mohren brewery lies in the “Zum Mohren” inn, named after the owner of the restaurant and brewery, Josef Mohr . This is first mentioned in 1784 as "Mohrenwirt". 50 years later, the restaurant and brewery property changes into the ownership of the Huber family.
1834 to 1849
Franz Anton Huber, dealer and locksmith in Dornbirn-Markt , acquired the inn, including the property and the brewery, from a farmer in Hohenems on May 1, 1834 . The brewery has been family-owned since that day.
In 1846, Franz Anton Huber sold the brewery to his son Johann Ulrich, but agreed further rights of use for himself and his youngest son Karl Ferdinand. After his death in 1849, his father also left the brewery share to him.
The 2nd generation
Karl Ferdinand Huber runs the brewery and the inn. In Platten on Gütlestrasse, a new rock cellar with its own guest room and beer bar is being built to store another quantity of summer beer. On April 24th, Karl Ferdinand Huber died unexpectedly of a heart attack at the age of 40. He leaves his wife Anna with three underage sons and the responsibility of what is now a very large company. She appoints master brewer Anton Christadler from the Allgäu and business continues to flourish. In 1869 Anna Huber had the inn built. The new Mohren becomes the largest restaurant in Dornbirn.
Due to the opening of the Lindau – Bludenz railway line , the state of Vorarlberg experienced a further economic upswing in 1872, from which the Mohren brewery also benefited. Anna takes her son, 20-year-old August Huber, into the management.
The 3rd generation
Under the leadership of Anna and August Huber and the up-and-coming industrialization, the Mohrenbrauerei can continue its upswing and growth. Many developments fall into this third generation of management at the Mohrenbrauerei. In 1883 August Huber married Bertha Haltmeyer from Lauterach .
The Arlbergbahn opens in 1884, and travel and beer consumption grow hand in hand. In the meantime there were 7,000 hectoliters of beer produced annually. By 1890 it should have increased to almost 20,000 hl.
Anna Huber died on April 9, 1888 at the age of 61. Under the sole management of August , the company continued to grow. In 1894 he bought the “Goldenen Hirschen” in Bregenz, and another branch was established in Egg in the “Gasthof Traube”. Feldkirch and Bludenz are now also supplied with Mohren beer. August Huber died unexpectedly on February 20, 1895 at the age of 43. He leaves behind his wife Berta with five underage children and one of the largest shops in the country. According to the will, the Mohrenbrauerei August Huber company was founded under which the Mohrenbrauerei still operates today. Berta continues to expand, invests in technical equipment and buys the Montafoner Hof in Tschagguns .
In 1898 the entire company was electrified under her leadership. In the same year, the bowling alley and garden hall are built and Berta marries Karl Wehinger, who also entered the business with collective power of attorney. The sales area was expanded and the Principality of Liechtenstein is now also supplied. At the turn of the century, beer production under the East Silesian master brewer Anton Decker reached an output of 30,000 hl. Further growth follows: inns are bought, a drum laundry is acquired and the first trucks are purchased.
The 4th generation
Headed by Oswald Huber , the era of the 4th Huber generation is shaped by the exceptional states of the two world wars. The First and Second World Wars also left their mark on the history of the Dornbirn Mohren Brewery. Production fell steadily during the war and eventually had to be stopped. The brewery is temporarily converted into a barracks and soldiers from Morocco are quartered. It wasn't until 1951 that the Mohren brewery began to look up again.
The 5th generation
The work of the 5th generation was characterized by opening up the management as well as reconstruction and consolidation. Karl and Guntram Huber hold the family shares, with the managing directors Ganahl and Menz , company agreements outside the Huber family were concluded for the first time. The last generation change to date is being prepared at the end of the 1980s.
The 6th generation
In 2008 the Mohrenbrauerei received an order from Sweden for 2 million bottles of “ Mohren Pfiff ” - which corresponded to about a quarter of the annual production at that time.
In 2012, the beverage output was 222,911 hl.
Products
| product | Original wort [°] | Alcohol content [vol .-%] | composition | Beer type | Sizes |
|---|---|---|---|---|---|
| Mohren special | 12.7 | 5.6 | Special beer | 0.5 l MW | |
| Moors export | 11.7 | 5.0 | Märzenbier | 0.5 l MW 0.33 l can 0.5 l can |
|
| Moors light | 8.2 | 3.3 | Light beer | 0.5 l MW | |
| Mohren whistle | 11.6 | 4.9 | Special beer or Pils beer | 0.33 l MW, 0.33 l PET | |
| Mohren Pilsener | 11.3 | 4.8 | Pils beer | 0.33 l MW | |
| Moors Gambrinus | 11.8 | 4.6 | Black beer , malt beer | 0.33 l MW | |
| Moors buck | 16.5 | 7.0 | Bock beer | 0.33 l MW swing top bottle (only Easter & Christmas) |
|
| Mohren Radler sweet | 6.6 | 2.8 | 50% carrot beer and 50% lemonade | Mixed beer drink | 0.33 l MW 0.5 l MW 0.33 l PET |
| Mohren Radler sour | 6.6 | 2.9 | 60% carrot beer and 40% mineral water | Mixed beer drink | 0.33 l MW 0.5 l MW 0.33 l PET |
| Carrot grapefruit shandy | 7.0 | 2.7 | 50% carrot beer and 50% lemonade with blood orange grapefruit juice | Mixed beer drink | 0.33 l MW 0.33 l PET |
| Mohren cellar beer | 13.6 | 5.7 | Cellar beer, specialty | 0.33 l MW swing top bottle |
(MW - reusable)
Mohren world of beer
The Mohren Beer Adventure World is a museum about the history of the Mohren brewery and the art of brewing in general and was opened on October 22, 2016. The museum is located at the headquarters of the Mohren Brewery in Dornbirn. There are around 10,000 exhibits on display, from small ones such as beer coasters to a replica of the facade of the former “Mohren” inn or a brewing facility from the 19th century.
Web links
- Website of the Mohrenbrauerei
Individual evidence
- ↑ a b c d Market leader Mohrenbrauerei: 400,000 liters increase in sales. (PDF; 22.4 kB) March 27, 2013, archived from the original on August 20, 2013 ; Retrieved December 19, 2017 .
- ↑ Irene Brickner : Baobab instead of Mohrenkopf . In: The Standard . November 20, 2012, p. 10 ( Online [accessed February 20, 2015]).
- ↑ a b Vorarlberger Mohrenbrauerei closes social media accounts after logo excitement. In: derStandard.at . June 22, 2020, accessed June 22, 2020 .
- ↑ Andreas Scalet: Mohrenbräu: Discussion yes, new logo no. In: Vorarlberger Nachrichten (VN.at). June 20, 2020, accessed June 22, 2020 .
- ^ Franz Anton Huber. Mohrenbrauerei, accessed February 20, 2015 .
- ^ Karl August Huber, September 28, 1929 - March 6, 2018.
- ↑ Mohren gains a foothold in Sweden . In: Vorarlberger Nachrichten . No. 243 , October 19, 2007, p. 1 ( Online [accessed February 20, 2015]).
- ↑ Beer experience in its own museum . In: Vorarlberger Nachrichten . October 20, 2016, p. 6 .
Coordinates: 47 ° 24 ′ 44.4 " N , 9 ° 44 ′ 38.8" E