Stroh

Stroh is a legendary Austrian rum, produced since 1832 and one of the most famous distillates in Central Europe. Its distinctive aroma and intense taste make it suitable not only for drinking straight, but also as a popular ingredient in baking and mixed drinks. The Stroh brand offers several versions with different alcohol contents, the most iconic being Stroh 80, considered an Austrian classic.

The story of Stroh began in 1832, when Sebastian Stroh founded his first small distillery in the Lavanttal Valley in Carinthia, southern Austria. Initially, he focused on producing herbal liqueurs and spirits, but he soon became a pioneer in creating Austrian rum. At a time when imported rums from the Caribbean colonies were expensive and hard to obtain, Stroh began making what became known as “Inländer Rum” – domestic rum crafted from local ingredients, primarily sugar beet, which was widely cultivated in Austria.

His products quickly gained popularity throughout the Austro-Hungarian Empire, and by the late 19th century, Stroh had become one of the most renowned distilleries in the region. After Sebastian’s death in 1886, the family took over the company, modernized production, and expanded exports. Throughout the 20th century, Stroh became synonymous with strong rum and an essential part of Austrian home cooking.

This type of rum has a typically sweet, warming, and spicy aroma, blending notes of vanilla, caramel, cinnamon, nutmeg, cloves, and tropical fruit. This unique flavor distinguishes Stroh from all Caribbean rums, making it a truly exceptional product within Europe.

The Stroh brand is famous for its different high-strength versions, each suited for a particular use:

Stroh 40 % – a milder version suitable for cocktails and long drinks.
Stroh 54 % – ideal for hot drinks, punches, or flambéing.
Stroh 60 % – moderately strong and very aromatic, often used in baking.
Stroh 80 % – the legendary “overproof” rum with its iconic orange label; extremely strong, used in small amounts for desserts, punches, or flambéed dishes.
Each version of Stroh has its own character, yet all share the same signature – a rich, sweet aroma and unmistakable Austrian style.

In Austria, Stroh is more than just alcohol – it’s part of the national tradition. It is primarily used in confectionery and baking – for cakes, pastries, punches, and grogs. Especially during winter and Christmas time, Stroh is the base for traditional drinks such as Jagertee, Glühwein, or homemade Christmas punches.

Its strong and aromatic flavor gives a unique fragrance to dough and desserts – it’s often used in making Sachertorte, Austrian strudel, or rum truffles.

Fun Facts:
Stroh proudly carries the slogan “The Spirit of Austria.”
During the 20th century, it was one of the few rums legally available in Central Europe, which made it popular in Germany, the Czech Republic, and Slovakia.
Stroh 80 is an icon among “overproof” rums – its strength is legendary, yet its rich aroma makes it an irreplaceable ingredient for bartenders and pastry chefs alike.
The Stroh company remains a family-owned business to this day, based in Klagenfurt (Carinthia), producing according to the original recipe, protected as a trade secret.