The brand from the "green marches".
When I walk through my home region, I feel very much at one with myself. It is there that I sense an indivisible unity between the surrounding mountains, pastures, forests and streams and myself. This unity has existed throughout my life and it represents the essence of my wholeness, what fulfils me. In short, who I am.
Peter Rosegger, "Heimgärtners Tagebuch", 1912
Styria, Austria's green heart, is a province that possesses a landscape of great variety. It stretches from the snow-covered mountains in the west and north, to the wooded and spa-rich hilly area to the east, and the southern Styrian wine-growing region.
Untouched forests alternate with areas of cultural importance, historically valuable edifices with natural monuments.
This province, which nature has so richly endowed, is not only home to great Austrian writers, but also the brewery producing Austria's best beer.
Gösser represents the epitome of Styrian brewing skills and genuine beer pleasure, and is by far Austria's best-known and best-loved beer brand.
The roots of this almost mythical brand power can be found in the century-long history and brewing traditions of Stift Göss. The location of the brewery in the grounds of a former nunnery is an ancient cultural site. The oldest archaeological finds made there derive from the period around 2000 B.C.
The first written evidence concerning local history dates from 904 A.D. This is a deed of gift for agricultural land on both sides of the River Mur, granted by King Louis IV The Child. to Count Aribo. The deed also represents the oldest document in the Styrian provincial archive.
The Göss nunnery was founded in 1010 by Aribo II and his wife Adala and came to exert major cultural and economic influence throughout the surrounding region. The noble nuns were literate, had an extensive library and great manual skills. One of the most famous examples of their work is formed by the Romanesque "Gösser vestments" from the 13 th century, which are now one of the prime exhibits at the Museum für Angewandte Kunst (Museum of Applied Arts) in Vienna. The history of the Gösser Brewery is indelibly linked to that of the nunnery. There is evidence that hops have been grown in the local area since the 12th century. A certain "Pirprewer Lenhartt Newmaister" is named in a document from 1459 and the nuns were allowed generous rations of "liquid bread".
Beer production in 1882 totalled 30,880 hl. By 1889, this figure had risen to 43,650 hl and three years later, it stood at 70,000 hl. However, with the Farrach Brewery near Judenburg, the Göss Brewery had a competitor in its vicinity, which was to cause serious worries. Numerous take-over bids were made, including offers from the UK, France and Germany, but Max Kober was determined not to sell out to these potential buyers, or to Viennese brewers. Instead, in 1893, he turned the brewery into a limited company, which was mainly funded by Styrian money. With this capital he purchased the Sixt Brewery in Leoben and completed a merger with the Farrach Brewery. The combined breweries then had production of over 100,000 hl.
Demand continued to rise steadily, the railways and the first trucks transporting beer from Göss to far-flung parts of the Austro-Hungarian Empire. With the death of Max Kober in 1911, one of Austria's industrial founding fathers passed away, but he left behind him a flourishing and expanding brewery. Two years later, in 1913, the characteristic Gösser logotype with the typical "G" was employed for the first time. An unmistakable symbol, which despite a number of small refinements, has largely continued to represent Austria's finest beer up to the present day.
During the final year before World War I, output reached 290,000 hl. However, with the hostilities there came a massive slump, as only very limited amounts of grain were available for beer brewing.
Acquisitions.
Despite production cuts, during the years of World War I, Gösser adopted an aggressive expansion policy. In 1916, the Hatschek Brewery in Guggenthal was taken over, to be followed in 1917 by Neuper in Bad Aussee and Sulzer in Admont. Furthermore, in 1918, a holding was acquired in the Vereinigte Kärntner Brauereien (United Breweries of Carinthia) in Villach. Finally, during 1921 the Falkenstein Brewery in Lienz and Sorgendorf Brewery in Bleiburg were both purchased. The fact that Gösser was also active in other countries is indicated by shareholdings in the Adria and Senosetsch breweries in Trieste and Union in Ljubljana
source: www.goesser.at
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The brand from the "green marches". 