Salzburg: A tour of the Stiegl Brewery

In Salzburg, at the foot of the Festungsberg, beats the heart of a centuries-old brewing tradition: the Stiegl Brewery. The Stiegl Brewery, whose history dates back to the late Middle Ages, is today the largest private brewery in Austria and an integral part of the region's culture.

For visitors, the company has created the Stiegl Brewery Worlds, an experience center that combines the company's rich history with modern brewing craftsmanship. Spanning over 5.000 square meters, guests can immerse themselves in the world of beer, explore the brewery's historical roots, and experience the entire brewing process up close, from the raw materials to the finished product. This article explores the Stiegl Brewery's eventful history and describes in detail the experiences offered to visitors in the Brewery Worlds.

The Stiegl Brewery World: A Museum of the Senses

The heart of the visitor experience is the Stiegl Museum, which presents the history of the brewery and the culture of beer on more than 5.000 square meters. The exhibition is interactive and multimedia, allowing visitors to actively immerse themselves in the world of beer, rather than simply observe it. The tour often begins with the Stiegl Brewing Cinema, a 270° panoramic experience that impressively conveys the history of the brewery, the art of brewing, and the significance of the raw materials used in a film.

The exhibition then moves on to various themed areas. Here, visitors can view historical brewing equipment, old bottles, beer mugs, and promotional materials from bygone eras. A special feature is the so-called Beer Altar, an artistic installation that pays homage to beer as a cultural asset. Here, visitors learn all about the four basic ingredients of beer – water, malt, hops, and yeast – and their influence on taste and quality. The history of the brewery in the context of the city of Salzburg is also explored, with historical documents and photographs illustrating the brewery's development over the centuries. An audio-guided tour in several languages deepens knowledge and offers additional information on the individual exhibits.

Brewery tour and tasting: A look behind the scenes

In addition to the museum visit, the factory tours are a highlight of the Stiegl Brewery World. Here, visitors have the opportunity to take a look behind the scenes of ongoing production. A knowledgeable guide, often a beer sommelier, accompanies guests through the modern production facilities. The tour begins in the brewhouse, where you can marvel at the large copper kettles and computer-controlled equipment. You learn how the raw materials are transformed into the wort. The tour then continues to the fermentation and storage tanks, where the fermentation process takes place. The impressive scale of the facilities gives an idea of the dimensions of production at Austria's largest private brewery. Another exciting area is the bottling plant. Here, visitors can observe how thousands of bottles are filled, labeled, and prepared for shipping in a short period of time.

It's a fascinating spectacle that demonstrates the precision and efficiency of modern brewing technology. A central component of every tour is the subsequent beer tasting. Guests are led to a tasting cellar, where they can sample various Stiegl beers. The beer sommelier explains the different beers, their special features, and their flavor nuances. Traditionally, pretzels are served to neutralize the taste. The tasting is not only an opportunity to enjoy the products but also an educational experience that deepens one's understanding of the art of brewing. Guests also receive a small gift as a souvenir of the visit.

Conclusion: Exciting insight behind the scenes

A visit to Stiegl Brauwelt should definitely be combined with a factory tour. You'll learn a lot about the history of the brewery, its products, and especially about beer production. If you don't want to take a tour, a free audio guide is available for the museum in the form of an app. This can also be downloaded in advance.

If you're interested in a tour of the production facility, please note that it's only available on weekdays, Monday through Thursday. Tours are also offered Friday through Sunday, but with a few exceptions, the facilities can only be viewed while they're not in operation. Keep this in mind when making a reservation, which can be made via the Stiegl Brauwelt website. The cost for adults is €21,90. This also includes three beer tastings, or non-alcoholic alternatives available at two of the three tasting stations upon request.

All in all, a visit to Stiegl is an interesting day trip to Salzburg if you want to learn how beer is actually produced and then bottled, canned, or kegged. The successful combination of historical exhibits, state-of-the-art multimedia technology, and a glimpse into current production makes the visit a comprehensive experience for all the senses. Whether you're interested in the company's history, want to discover the secrets of brewing, or simply want to sample the various beers – Stiegl Brewery World offers a suitable program for every visitor, making it a worthwhile day trip to the City of Mozart.

The beginnings at the “Stiegl”: A history since 1492

The history of the Stiegl Brewery begins in 1492. That year, the "Prewhaws auff der Gestettenn" (pre-brewery on the Gestettenn) in Salzburg's Old Town, where the Haus der Natur (House of Nature) is located today, was first documented. The name "Stiegl" derives from a small staircase, a "Stiege," that led from the brewery to the nearby Almkanal (a canal), from which the brewing water was drawn. In the centuries that followed, the brewery's importance grew steadily.

By 1650, Stiegl had already become Salzburg's largest brewery. The company's successive owners shaped the company, which survived crises and wars. A decisive turning point occurred in 1765, when the wealthy Johann Ambros Elixhauser married into the family. Under his leadership, the brewery flourished, and Stiegl beer was even appreciated by celebrities such as Wolfgang Amadeus Mozart, who, according to tradition, enjoyed it. In 1863, as the location in the Old Town had become too small, the brewery moved to Maxglan, where it remains headquartered to this day. There, it was modernized and expanded, but a devastating fire in 1875 destroyed a large part of the facilities. The then owner, Josef Schreiner, was not discouraged and immediately rebuilt the brewery.

The era of the Kiener family and the rise to a private brewery

At the end of the 19th century, Franz Huemer took over the brewery and led it out of a period of mismanagement. However, the true rise to its current prominence began with the Kiener family's takeover. Stiegl has been owned by them for more than 120 years. Under the leadership of Dr. Heinrich Dieter Kiener III, Stiegl developed from a regional brewery into Austria's largest private brewery. The operation has been continuously modernized and expanded.

An important milestone was the opening of the new brewhouse in 2005, one of the most modern in Europe. It reflects the company's commitment to combining tradition with cutting-edge technology to ensure the highest quality. The focus on regional raw materials and the company's own agricultural operations at the Stiegl-Gut Wildshut also underscore the company's commitment to tradition. A historic milestone was reached in 2009, when, for the first time in its more than 500-year history, the million hectoliter mark was exceeded. Recently, the brewery also began offering a variety of lemonades for the first time in its history. This approach aims to establish a further pillar of its business beyond its core beer business.