Eco-Museum of Hops and Brewing Slovenia – a comprehensive story of the “green gold”

The Eco-Museum of Hops and Brewing Slovenia is housed in the carefully restored premises of a former hop-drying facility in Žalec, at the very heart of the Lower Savinja Valley – a region shaped for more than a century by the cultivation of hops, the plant that became a symbol of local identity and economic strength. The museum guides visitors through the many layers of the hop story, from its botanical characteristics and technological development to the social life shaped by the seasonal rhythm of hop cultivation.

Historical development of hop-growing in the valley

Although hops were mentioned in Slovenian lands as early as the Middle Ages, the Lower Savinja Valley experienced its true hop-growing rise in the 19th century. Favourable climate, fertile alluvial soils, and a strategic position along important trade routes enabled the development of intensive cultivation of high‑quality varieties, especially the Savinja Golding. With the arrival of the railway, access to European breweries expanded, and they quickly recognised the exceptional aroma and stable quality of Savinja hops.

By the early 20th century, the valley had become one of the most important hop-growing regions in Europe. Hops became the backbone of the local economy, influenced the architecture (drying houses, hop trellises, cable systems), shaped seasonal labour migrations, and created a distinctive cultural landscape now known as the “land of green gold”.

Social and cultural dimensions of hop-growing

The hop-growing season was once a major social event. Pickers from various regions travelled to the valley, and their work was essential for a successful harvest. The museum presents:

  • the hop-growing identity and customs passed down through generations,

  • the social position of pickers and hop-farming families,

  • the diet, clothing, and living conditions of seasonal workers,

  • the everyday life that was often demanding yet filled with community, song, and the rhythm of the season.

This human dimension gives hop-growing its unique character – a field that shaped not only the landscape but also social relations and local identity.

Technological development – from manual labour to modern approaches

The museum’s exhibition traces the evolution of hop-growing technology:

  • manual picking and drying in traditional wooden kilns,

  • the introduction of cable systems, mechanical pickers, and modern drying facilities,

  • the transition to a highly specialised agricultural sector requiring precise agronomic knowledge.

In the immediate vicinity of the museum, the experimental fields of the Slovenian Institute of Hop Research and Brewing offer insight into the latest research, varieties, and technological innovations that shape the future of the industry.

The quality of Savinja hops

Savinja hops are internationally recognised for their exceptional aroma, characterised by:

  • delicate floral and herbal notes,

  • balanced bitterness,

  • high essential oil content,

  • a clean and stable aromatic profile.

The best-known variety, Savinjski Golding, is one of the world’s most prestigious aroma hops and remains indispensable in many European breweries. In recent decades, new varieties such as Styrian Aurora and Styrian Wolf have emerged, combining tradition with contemporary brewing trends.

The hop-growing landscape as an open-air museum

The Eco-Museum extends far beyond its walls. Hop fields, drying houses, cable systems, and other elements of the cultural landscape are scattered throughout the valley, forming a unique environment where heritage naturally intertwines with modernity. Visitors can explore historical and contemporary hop-growing practices at various locations across the region, creating a holistic experience of the landscape.

A meeting point of heritage and innovation

The Eco-Museum is not merely a guardian of the past but a living space where tradition meets innovation. This interplay reveals the distinctive features of hop-growing that today play a key role in the tourism identity of the Savinja Valley – from experiences among the hop fields to the contemporary brewing culture inspired by rich local heritage.