The History of STROH

When Sebastian STROH made his first schnapps in St. Paul in Carinthia's Lavanttal in 1832, he set the stage for an Austrian success story that has now lasted more than 180 years.

At that time - in the days when the spirits industry in Carinthia was only just beginning to develop - the young man with the good nose for hard liquor made pioneer work, not only on his own behalf. The family business STROH grew steadily and soon the products had an excellent reputation. At the World's Fair in Paris in 1900 STROH received the "Great Gold Medal" and at least since then the triumph of STROH was unstoppable even abroad.

Today STROH is still the leading spirits brand from Austria, which is sold in about 40 countries around the world. If Sebastian STROH could take a look at the internet today, he would be very surprised to see his products selling everywhere.

The history of “Inländer Rum” dates back to the time of the Austro-Hungarian Monarchy. At this time the crew of the K.u.K. fleet received a daily ration of rum due to moral and medical reasons. It was only 40 years ago that this seafaring tradition was abolished, needless to say, under protest. In Austria sugar cane was limited due to the lack of sugar cane producing colonies. Therefore the rum was produced from sugar beet and designated as “Inländer Rum”. Originally it was named “Inländer Rum” to enable differentiation from imported rum. Now it is statutorily determined by the European Union that “Inländer Rum” has to be produced to 100% in Austria from sugar cane molasses and is therefore a protected Austrian specialty. STROH “Inländer Rum” is characterized by a fine fragrance, a gentle note of rum as well as a harmonic and floral taste.

Today “Inländer Rum” is a geographically protected specialty in the European Union according to the regulation of the EU 110/2008 Annex III, which makes it unique in the international world of spirits. STROH Jagertee is subject to the requirements of this regulation as well.

The production of fine spirits and liqueurs was a flourishing industry in the nineteenth-century Austria. Sebastian Stroh, a trained glazier with Styrian roots, started a small business in 1832 in St. Paul in the Carinthian Lavanttal. His widow, Maria Stroh, built own production facilities in 1857 at Karfreitstrasse 18 in Klagenfurt. As a result, Alois Maurer took over the business with business acumen and by marriage policy. A balance sheet dating back to 1911 presented a diverse range of fruit liqueurs, fine brandies and numerous bitter specialties such as the then famous Karawankenperle, which could also be purchased in a travel bottle with a tin screw and aluminum cup. Hanno Maurer-Stroh took over the family business in the fifth generation in 1969 and positioned STROH as one of the most successful Austrian brands on the international spirits market in the 1970s.

Due to the great response and the steadily increasing demand abroad, the production capacity was continuously increased and the current factory building was built on the outskirts of Klagenfurt. Thanks to its successful export in the German-speaking region, STROH became the most well-known Austrian brand in Germany in the following years.

In August 2008, a management buy-out was carried out by the managing director Harold Burstein. Since then, STROH is again 100% Austrian-owned.

Verantwortungsvoller Genuss ist ein hohes Gut und uns sehr wichtig. Daher erfordert der Besuch der STROH Webseite das gesetzlich vorgeschriebene Mindestalter für den Konsum von Alkohol.