Austrian Brewery Rebrands 238-Year-Old Logo to Shed Racial Stereotypes
Austrian brewery Mohren, established in 1784, has weathered six generations of family ownership. Recently, in 2022, the brewery revised its controversial logo, aiming to remove racial stereotypes while preserving its historical link.
Founded by Josef Mohr in Dornbirn, Vorarlberg, Mohren Brewery is the region's oldest. Its logo, featuring a caricature of a Black figure, has sparked debate due to racial stereotypes. The figure, however, is meant to represent Saint Maurice, a Christian martyr.
In 2022, the brewery updated its logo, removing exaggerated racial features. The revision was overseen by advertising agency Jung von Matt. Despite the changes, the silhouette of the figure remains, honouring the brewery's history and name.
Mohren Brewery, in operation since 1784, has revised its logo to address racial sensitivities while preserving its historical connection. The brewery, owned by the same family for six generations, continues to produce beer under the watchful eye of Saint Maurice.
