AUSTIN — Everyone at Austin’s South by Southwest festival talks about the city’s great restaurants and the good eats seem to be affecting buyers here.

In the first official sale of the festival, Kino Lorber has acquired all U.S. rights to SXSW docu “El Bulli: Cooking in Progress,” which will launch the company’s new Alive Mind Cinema theatrical line July 27, 2011, at New York’s Film Forum and expand to other markets in the fall, the company announced here this morning.

The deal was negotiated by Kino Lorber vice-president Elizabeth Sheldon, Autolook Filmsales’ CEO Peter Jager and head of theatrical sales Astrid Guger.

German helmer Gereon Wetzel’s pic follows visionary star chef Ferran Adria whose legendary, award-winning restaurant, El Bulli, in Spain’s Catalan province closes six months of the year for Adria and his team to develop their next season’s experimental menu in their Barcelona laboratory.

Kino Lorber’s new distribution label, which focusses on titles related to personal transformation, progressive spirituality and cultural change, will serve up more than 20 titles per year via digital platforms and packaged home media, six to eight of which will alsoreceive a national theatrical release. The theatrical pics will join the Alive Mind library of 50 titles previously released on DVD and digital platforms

” ‘El Bulli’ delves into the most universal transformative process (cooking!), in the most fascinating and elemental way,” comments Kino Lorber CEO and co-president Richard Lorber. “We immediately embraced this remarkable film about a man and his visionary passion as an emblem of what our Alive Mind label stands for: the discovery of the extraordinary in the quotidian, the magical in the mundane.”

Last Thursday, HBO nabbed rights U.S. TV rights to SXSW docu competish pic “A Matter of Taste,” which follows acclaimed Gotham chef Paul Liebrandt, in advance of its world premiere here. Following the film’s enthusiastic reception, Submarine Entertainment’s Josh Braun has been fielding numerous inquiries from buyers about the remaining pieces of the rights pie.

The SXSW Film Festival continues to Mar. 19, 2011.