History
The origin of the current Mohrenbrauerei is the in "Zum Mohren", licensed to the owner of the inn and brewery Josef Mohr. The oldest found documentation on the new name "Mohrenwirt" dates back to 1784. In 1834, the catering and brewery business was transferred to the Huber family. [5]
Franz Anton Huber, trader and locksmith in Dornbirn-Markt, bought the inn including the estate and associated brewery in 1834 from a farmer from Hohenems. The brewery has been family-owned since that day. [6]
At the turn of the century, an amount 30,000 hl of beer per year has been produced under the East Silesian master brewer Anton Decker. [7]
The end of World War II and declining demand had to stop production eventually. The brewery was temporarily converted into barracks and hosted Moroccan soldiers. The Mohrenbrauerei only recovered from this around 1951. [8]
In 2012, the beverage production amounted to 222,911 hl per year, [9] which sank to 180,000 in 2019. [1]
Name and logo
The name and logo of the Mohrenbrauerei are controversial. The logo has repeatedly been criticized for reproducing racist stereotypes. [10] The logo depicts a heraldic Moor's head, showing an African with bulging lips and curly hair.
Mohr is an outdated term for people of African descent, widely in use during the 18th and 19th centuries. [11] Duden, Germany’s standard dictionary, calls it “archaic” and “discriminatory by contemporary standards.” [12] [13]
The company's communication has been described as constructing their own myth about their own “Mohren” and therefore not considering racial meanings. [14]
In 1834, today's co-owner, the Huber family, took over the Mohr from the family crest of the original brewery founder Josef Mohr, who had the literal depiction of his last name, namely an African, incorporated into the logo. The Mohrenbräu brewery argues that it has been using the logo for almost 200 years. [15] [16] The brewery further states that the crest is based on early depictions of Saint Maurice. [17]
Due to the rising awareness of racism in 2020, the discussion about the Mohrenbräu's logo has been reignited. [18] [19] More than 6,000 people signed a petition to keep the depiction of the African as part of the logo, Mohrenbräu's arguments for keeping the logo being tradition as well as the lack of racist intention. [20] [21]
This page is based on this
Wikipedia article Text is available under the
CC BY-SA 4.0 license; additional terms may apply.
Images, videos and audio are available under their respective licenses.
