The idea for the brand

When you receive an email on a rainy February Sunday from a co-worker who had stumbled upon another forgotten idea while cleaning up his computer, you are initially very curious:

There is talk of more regionality in the procurement of raw materials, of transparency for the customer, of self-set targets for reducing CO2 emissions. These are all topics that have occupied me since I joined the management team a few months earlier.

How can we, as a medium-sized, traditional malt house with high standards for ourselves, hold our own against the big players?! What can we do better? What do we do differently? What makes us special?

There were now many answers to these questions in front of me and it was easy for us in the coming weeks to further develop the idea of Slow MALTING in such a way that we could identify with it in our daily work. The initial tentative hints from our customers to make the future path of the company more regional, transparent and sustainable met with such great approval and support that the path from an idea to a brand became steadily more concrete. It seemed as if we were voicing what so many of our growers as well as customers already held in their hearts. Translated with (free version)

What was still missing? The concept was in place, we knew about the support of the producers and the demand from the breweries. The child urgently needed a name. Slow MALTING seemed to describe the concept perfectly. And thanks to the enthusiasm of a graphic designer friend, designing the logo was also a breeze. Now that the Slow Malting flags are flying in the wind in front of our malt house, it makes us proud to have realized our beliefs and goals with such a likeable brand. Translated with (free version)

Working on this project from day one has been such a joy and has comforted us through many a gloomy day in the daily life of a malt house. Slow malting has sworn us together as a team and made us confident that we will continue to lead the company into future generations. Now we have to take the idea out: into the region, into the country. The response so far has always been characterized by a return to what happens locally, what grows locally, what sustains local jobs. When you drive through Lower Franconia in early summer, past countless beautifully standing barley fields, when you talk to farmers who know the soil of their fields inside out and who see their work as their life's work, then we know that we are on the right track. Translated with (free version)

We love our work.
We love our craftsmanship.
We love beer.