From the beginning of the 20th century, the brewery gates were flung open to journalists – trips and visits were organized, under the watchful eye of company executives, and as a result media reports began to appear.
One of the reporters from the illustrated “Świat” magazine in 1906 reported: “Judging by the polite eagerness with which one of the company directors, Mr. Feliks Schiele, guided me from chamber to chamber, and corner to corner of the washrooms of the massive factory, I could with ease report – They have a great deal to be proud of ”.
“The fine appliances that Messrs Haberbusch & Schiele have introduced into their brewery, on Krochmalna Street, indeed can bring around even the most hardened of beer abstinents. Here, cleanliness is everywhere. This is where the glaze of the tiles and floors gleam. This is where every piece of equipment smells of freshness”- does one need better advertising?
The management ensures to always be in the technological vanguard. The director himself admits: „We are frequently ahead even of foreign brewers as regards innovations. This is the place where new solutions are being put through their paces, invariably copied later by imitators. At each step, Schiele draws the visitor’s attention to the innovations used in his brewery:
“Every now and then I see a awesome gem […] for example two metal enamel vats of American invention, where fermentation instead of fourteen days, needs only five”.
Giant wooden vats gave way to steel, a new cleaning and bottling system was introduced, and subsequent production phases were mechanized. Electric lifts were installed as well as pneumatic devices to move and carry loads. The matter of hygiene was not only a focus at the premises – the heirs of Haberbusch & Schiele founded the first bacteriological laboratory in Warsaw at the Evangelical Hospital. The real sensation however came about in 1911, when a chimney was erected, standing 65 metres high above the brewery, one of the highest in the Kingdom of Poland, and probably a forerunner of the sky-scrapers above Warsaw.