Slow Brewing: A Local Commitment to Sustainability Inspired by a Global Movement?

Slow Brewing is a quality label for beer, distinguishing brewers in several European countries like Austria. This brewing method seems related to the Slow Food movement, launched in Rome in 1986 by Carlo Petrini. From a local protest action against the fast-food industry and the disappearance of local food traditions, it has become a global movement. From 2012, four Austrian brewers have been awarded the seal of Slow Brewing, which is meant to guarantee greater product quality and better taste. Slow Brewing, however, is not limited to the certification of beer quality, but also refers to the respect of environmental sustainability, participatory corporate climate, and professional and human development of employees. The present paper studies the origins of Slow Brewing and the potential common goals shared with Slow Food, and further examines the contribution of Slow Brewing to environmental sustainability. It is a socio-semiotic investigation of the narratives of Austrian Slow Brewers, the Slow Brewing Institute, and Slow Food Austria. The empirical study is based on a qualitative survey with semi-structured interviews and analyses of the company websites.