Famous Austrian Brands: Local Legends And International Icons

Austria is home to several well-known brands that have gained recognition both locally and internationally. From energy drinks to confectionery, Austrian brands have made their mark in various industries. In this discussion, we will delve into the world of Austrian brands, exploring their unique offerings and the impact they have made in their respective markets. By examining specific examples, we can gain insight into the innovation, tradition, and cultural significance that these brands embody, contributing to their success and reputation. So, get ready as we uncover the stories behind some of Austria's most famous brands and the products that have captured the hearts of consumers near and far.

Red Bull, the energy drink giant

Red Bull is an Austrian energy drink brand founded in 1987 and headquartered in Fuschl am See, close to Salzburg, Austria. It is the most valuable Austrian brand, with a brand value of nearly 19 billion euros—over five times higher than the second most valuable brand in the country, Novomatic.

Red Bull is a global company, operating in over 175 countries. In 2023, the company saw a global revenue of 10.55 billion euros and sold over 12 billion cans worldwide. The brand has a range of products, including sugar-free options and special editions such as the Winter Edition, with the flavour of blueberry, vanilla, and eucalyptus.

The energy drink is marketed towards a variety of consumers, including top athletes, busy professionals, college students, and travellers. Red Bull claims that its drink gives consumers "wiiings" to tackle various tasks and achieve their goals. The brand also sponsors and hosts a variety of extreme sports events, including surfing, snowboarding, and motorsports competitions.

Red Bull has become a household name and a cultural icon, with its distinctive logo and branding. The company has effectively used marketing and advertising campaigns to create a strong brand identity, associating itself with action, adventure, and an active lifestyle.

Swarovski, the jewellery and crystal producer

Swarovski is a leading jewellery and accessories brand, renowned for its mastery of crystal cutting. The company was founded in 1895 by Daniel Swarovski, driven by his passion for innovation, design, and crystal cutting. Swarovski's jewellery collections showcase exquisite craftsmanship and visionary design, featuring bold and playful earrings, bracelets, necklaces, rings, brooches, watches, and jewellery sets.

Swarovski's crystals are renowned worldwide, with business operations spanning three areas: crystals, optical instruments (telescopes, binoculars, etc.), and the manufacturing of grinding, sawing, drilling, and dressing tools. The company's expertise in crystal cutting has led to its success in various industries, including jewellery and accessories.

Swarovski offers a wide range of jewellery, including wear-forever fashion pieces and statement-making designs. Their collections feature a variety of metals, including 14K and 18K white and yellow gold, as well as rose gold-tone finishes. Swarovski Created Diamonds combines precious metals with laboratory-grown diamonds, resulting in captivating collections like the Eternity and Galaxy Collections.

In addition to its jewellery, Swarovski has collaborated with celebrities such as Ariana Grande and Stuart Weitzman, creating exclusive collections that showcase their crystals in unique ways. The brand also extends beyond jewellery, offering crystal decorations, watches, and even crystal figurines.

Swarovski's history began in Wattens, Tyrol, Austria, where Daniel Swarovski settled to keep his crystal-cutting inventions secret. Over a century later, Swarovski has become one of the most well-known jewellery brands in the United States and worldwide, with a strong presence in the fashion industry and a reputation for subtle yet enthralling jewellery pieces.

Manner, the confectionery maker

Manner is a well-known Austrian confectionery brand, producing wafers, chocolate, biscuits, and seasonal products. The company was founded in 1890 by Josef Manner, who opened his first shop next to St Stephen's Cathedral in Vienna—a structure that would later become the company's trademark. Manner's best-known product, the "Neapolitan Wafer," was introduced in 1898 and is still produced today using the original recipe. The wafers are filled with hazelnut cream and measure 47 x 17 x 17 mm; they are sold in blocks of ten.

The company's rise to success was swift. By 1897, just seven years after its founding, Manner had 100 employees. In 1900, Johann Georg Riedl acquired half of the company's shares, marking the beginning of a long-standing collaboration between the Manner and Riedl families. By 1913, Manner had become the leading confectionery producer in Austria-Hungary, with a factory in Vienna-Hernals that is still in use. The company's success continued into the 1920s, and by 1924, the Manner wafers were being offered in a distinctive packaging of five rows of two, totalling 75g.

Manner has continued to innovate and expand its operations over the years, acquiring competitors and opening new production sites. The company has a strong presence in foreign markets, with sales subsidiaries in Slovenia, the Czech Republic, and Germany, as well as flagship stores in Vienna and Salzburg. Manner's total turnover in 2009 was 155.4 million euros, with an export quota of approximately 55%. The company remains family-owned, with shares constantly being bought up by majority owners to prevent outside ownership.

Manner has also faced challenges, including a lawsuit in 2022 over misleading packaging and the partial collapse of a building wing in 2014. Despite these setbacks, the company continues to be a beloved brand in Austria and beyond, with its products known and enjoyed worldwide.

Zotter, the experimental chocolatier

Austria is home to several famous brands, including Red Bull, Swarovski, and Manner. One of the most well-known Austrian brands is Zotter, the experimental chocolatier.

Zotter Schokolade is an Austrian chocolate manufacturer founded by Josef Zotter in 1999 and based in Riegersburg, Styria. The company specialises in organic and fairly traded bean-to-bar chocolate, and is considered a national high-equity brand. Zotter has gained recognition as one of Europe's leading chocolatiers, with its chocolate factory and Experience Worlds in Riegersburg and Shanghai featured in international media as exemplary interactive and sustainability-focused retail destinations.

Josef Zotter's journey began in 1992 when he started making chocolate in his confectionery shop in Graz. He developed a new method for producing handmade chocolate, and in 1994, he hired artistic designer Andreas H. Gratze to create distinctive packaging for his chocolates. In 1999, Zotter opened his chocolate factory in Riegersburg, turning his parents' former stables into a small factory. With a large, experimental product range, Zotter quickly gained a foothold in the Austrian and German markets.

Zotter's product range includes traditional varieties as well as unusual creations. The company offers hand-scooped chocolates with experimental ingredients, drinking chocolates, single-origin chocolate bars, circular chocolates, sugar-free options, chocolate bars infused with fruit couverture, classic chocolate bars, chocolate bars with whole nuts, chocolate lollipops, pralines, and more. They process approximately 250 tons of cocoa beans annually, producing around 500 different types of chocolate.

The Zotter Chocolate Factory in Riegersburg has been expanded to include bean-to-bar manufacturing, a cinema, elevated walkways for viewing the manufacturing process, and tasting stations. The site also features an "Edible Zoo," serving products made from crops grown and livestock raised on the premises. The Experience World in Riegersburg attracts approximately 220,000 tourists annually.

Zotter has expanded internationally, entering the Chinese market in 2014 and the American market in 2015. The company prioritises direct sourcing of fairly traded cocoa, making separate contracts with small farmers in South America, Africa, and Asia. With its innovative approach to chocolate-making and a focus on sustainability and interactivity, Zotter has established itself as a renowned and unique brand in the world of chocolate.

Lobmeyr, the glassware company

Austria is home to many famous brands, including Red Bull, Swarovski, Manner (confectionery), and Husqvarna Motorcycles. However, one brand with a long history in the country is Lobmeyr, the glassware company.

History

J. & L. Lobmeyr, the fine Austrian glassware maker, was founded in Vienna in 1823 by Joseph Lobmeyr. The company quickly became a Purveyor to the Imperial Court, and it is now in its sixth generation as a family business. Over the years, Lobmeyr has worked with renowned designers such as Josef Hoffmann, Adolf Loos, Ted Muehling, formafantasma, and Michael Anastassiades.

Craftsmanship

Lobmeyr is known for its meticulous craftsmanship, with each glass undergoing a careful process of mouthblowing, cutting, engraving, and polishing, all done entirely by hand. Every product passes through at least 18 hands during production, ensuring a high level of quality and attention to detail. This dedication to traditional techniques has earned Lobmeyr a reputation for creating brilliant chandeliers and flawless drinking sets, as well as crystal stemware, accessories, and lighting.

Innovation and Heritage

Lobmeyr's approach to design strikes a balance between innovation and heritage. While the company focuses on contemporary interpretations of glass and light, it remains deeply rooted in its rich history. This blend of old and new allows traditional know-how to facilitate innovation, resulting in modern creations that reflect Lobmeyr's longstanding expertise.

Global Recognition

Lobmeyr's exquisite glassware has gained recognition from connoisseurs worldwide. The company's products are sought-after for their elegant designs and exceptional craftsmanship, with Lobmeyr glassware gracing tables and lighting fixtures in homes and establishments globally.

Frequently asked questions