From the Garage to Conquering the US Market: The Success Story of Styrian Fine Spirits

In 2007, the starting signal is given for Werner and Carmen Krauss, who, after a two-day distilling course and much passion, spontaneously convert their garage in Schwanberg into a distillery. Soon they are producing high-quality fine spirits that quickly gain recognition. The dedicated duo wins numerous awards, including gold medals at the Styrian State Tasting, the title “Newcomer of the Year 2010” at Destillata, and an impressive 2nd overall place at the World Spirits Award 2011, one of Europe’s most renowned competitions.

Today, the modern distillery in Sankt Martin im Sulmtal, now with a four-person team, produces a diverse range of spirits. These include seven different gins, whisky, rum, vodka, vermouth, fine spirits, and liqueurs, which are valued both nationally and internationally. In their production, they place particular emphasis on the quality of the products, which impress with intense flavor notes – entirely without the addition of sugar, flavorings, or colorings.

The international breakthrough comes in 2015 when Distillery Krauss wins the coveted double gold medal in San Francisco with its first gin. This success is a milestone for the company and draws attention to the US market, which, due to its size, offers enormous opportunities but also comes with challenges.

To successfully manage their entry into the US market, Werner and Carmen Krauss leave nothing to chance. They quickly find their way to ICS and participate in activities focused on our USA initiative. Among other things, they gain valuable input at the Export Academy USA Legal and Tax seminar and also take advantage of individual consultations during the USA consultation day. Additionally, they are advised by the Foreign Trade Center New York and financially supported by the Go International funding program.

After three years of intensive planning and preparation, the time has finally come: Distillery Krauss finds partners for logistics, import, and distribution in the USA. Following a successful trade fair appearance, retailers and restaurateurs show interest, and the first shipment – consisting of Classic Gin, Organic Orange Liqueur, award-winning Whiskey, Rum, and Apple Brandy – makes its way to Maryland. Ten pallets set to conquer the US market.

We warmly congratulate the motivated and dedicated team of Distillery Krauss on this remarkable success and look forward to continuing to support them in expanding their US business.

Werner and Carmen Krauss have even bigger plans: India is moving into their sights as a new potential market. Together with us, they are exploring the opportunities and potential in this fascinating country as part of our current India focus. We are excited to see when customers in India will also enjoy the first-class spirits “made in Styria.”