Trumer boss Seppi Sigl

“I am glad that there were times of doubt”

In an interview with "Krone" editor Elisa Torner, Seppi Sigl talks about his detour back into the family business.

(Bild: Tschepp Markus)

Seppi Sigl, head of Salzburg's private brewery Trumer, spoke to "Krone" editor Elisa Torner in the "Torners Dinner" interview series about sustainability and what his parents' car trips have to do with it.

Krone: Mr. Sigl, I'm looking forward to our dinner today. Is the Trumerei also part of your company?
Seppi Sigl: The idea of the "Trumerei" came about by chance. It was a big step ten years ago when we opened the restaurant. Because it was far removed from what we actually did: Beer. But I think that beer and food complement each other very well and can create great flavor combinations.

You dance at many weddings and obviously like to try out new things. Can it all work together?
I grew up with my father's motto: everything is different from the others. I think that's where my courage to break new ground comes from. I do come up against obstacles: for example, many people were initially irritated when I had the idea of also wanting to make an oat drink.

During the interview, I had a vegetarian curry and crème brûlée with oat milk to try.

(Bild: Tschepp Markus)

"The idea for the Trumerei came about by chance. It was a big step ten years ago when we opened the restaurant," says Sigl over dinner.

(Bild: Tschepp Markus)

You are the eighth generation to take over the family business. A burden or a gift?
I grew up with close ties to the brewery. But I have to be honest, I had my phases where I had doubts as to whether this was really what I wanted. Looking back, I'm glad that I had these doubts. It was the only way I could reflect on where my strengths and talents really lie. In the end, it was a very conscious decision to join the family business.

I'm really glad that I saw something else for ten years. I learned a lot from the time I spent abroad.

Sigl über seine Zeit vor der Übernahme

Did your parents support you during the takeover phase or was it more of a competition? Sometimes ideas drift very far apart within the family.
My father promised me right from the start that he wanted to organize the handover differently, like my grandfather did with him back then. It was actually a very protracted story, with a few points of friction. My father kept his promise and withdrew completely a year after the handover. He hardly ever interfered in my future decisions. But if I had any questions, I could always turn to him. But I also have to say that without the management team around me, I probably wouldn't have been able to get started so quickly. I had previously been away from Salzburg for ten years.

Sigl lived abroad for a good ten years before he took over the family business in Obertrum.

(Bild: Tschepp Markus)

Wow, that's quite a long time!
Yes, to be honest, I'm really glad that I saw something else for ten years(laughs). I was in Vienna for a long time, then in Copenhagen, Berlin and Hamburg. I really learned a lot there. During the time I was in Berlin, the craft beer movement took off. New and modern varieties came onto the market. I felt that I wanted to create something too - and went back to Salzburg(laughs). Then I was really ready for the family business.

Basically, I'm a busy, restless spirit. Of course, I always see things that could be better. In myself too.

Sigl über seinen Perfektionismus

That was ten years ago - are you satisfied with what you have achieved in that time?
Basically, I am a busy, restless spirit. As an entrepreneur, I don't think it's much different(laughs). And I'm also a perfectionist and of course I always see things that could be better. In myself too. But all in all, I have to say that I'm very satisfied.

About the person

Seppi Sigl was born in Salzburg in 1982. He attended grammar school there and then the tourism school in Kleßheim. He completed his studies in International Business Administration in Vienna. After working for a brewing company in Hamburg and spending time in Berlin, he decides to take over the Trumer private brewery in the 8th generation. Seppi Sigl is engaged and has two children. The family lives in the city of Salzburg.

When you look ten years ahead, what do you wish for?
The next generation is important to me. Not just because we recently had our second child. The little one is now six months old.

Congratulations!
Thank you! Our first son is already four and a half. But even before he was born, this generational thinking was somehow already in me. For example, as a child I was always annoyed when my parents had to drive into town in two cars. I can't say why, but even back then I didn't think it was sustainable. I would probably have an easier life if things like that didn't upset me(laughs). But now, as an entrepreneur, it helps me to think sustainably. And I personally prefer to cycle(laughs). I also picked that up from my time in Copenhagen. It's great to get everywhere by bike.

As a child, I was annoyed when my parents had to drive two cars into town. Even back then, I didn't think it was sustainable.

Sigl über nachhaltiges Handeln

How would you like your children to take over the brewery in the ninth generation?
If they even want to, the main thing for me is to hand over the company in good health. And maybe by then our oat drink will have moved a little further up the market shelf, at the moment it's still quite low down(laughs). Seriously, I generally hope that plant-based nutrition will become even more popular in the future.