HAMBURG, Germany – A great premiere is coming up at INTERNORGA 2015. The CRAFT BEER Arena, specially created for this leading European HORECA show, is all about the new diversity of beer. It sets up a unique bar atmosphere on the upper floor of Exhibition Hall B4, with brewers large and small, restaurant operators, beer sommeliers, buyers and specialist traders giving a wide-ranging overview of the exciting craft beer market. It gives visitors not only a chance to taste special beers, but also to get information and exchange views, with an extensive supporting programme on craft beer.
Claudia Johannsen, Project Director, Hamburg Messe und Congress GmbH:
“The role of INTERNORGA as the leading exhibition in this sector is to give an overview of the markets and their developments. The Craft Beer movement has come back to Germany; it will soon be an essential ingredient in successful concepts for individual restaurants and chains. So it is only natural that we include this artisan beer movement at INTERNORGA, creating a new platform with the CRAFT BEER Arena. We are looking forward to the new format!”
Jeff Maisel, Managing Director Maisel & Friends:
“This new beer concept is bringing so much diversity and variety of taste into the beer market. We at Maisel & Friends have supported the craft beer market right from the start, and our experience is that restaurant operators increasingly appreciate and make use of the opportunities for an extensive, creative beer menu. The CRAFT BEER Arena will be a major attraction at INTERNORGA – a celebration for all beer fans, and a must for INTERNORGA visitors.”
Oliver Wesseloh, brewer Kehrwieder Kreativbrauerei and world champion beer sommelier:
“I am delighted that a big, prestigious trade fair like INTERNORGA is taking up the subject of Craft Beer. Restaurant operators will be amazed at the opportunities they can get from this diversity of beers. And the small, creative brewers in particular expect the new CRAFT BEER Arena to be an exciting platform at the fair.”
Martin Schupeta, Founder VON FREUDE:
“I talk to lots of restaurant operators. And if a restaurant aims to use the best ingredients for its creations, it has to apply the same standard to the beers on its menu. It cannot devise sophisticated aromas for its dishes and then serve an industrial beer to go with them – that simply doesn’t work! INTERNORGA is a good place to conduct the dialogue on beer culture, and to meet the makers of great beers.”
The matching beer for every dish – extensive supporting programme
The new CRAFT BEER Arena will not only present an impressive number of artisan beers, but also has its own supporting programme on all aspects of craft beer. Restaurant operators can expect a stimulating introduction to the subject, with daily beer tastings. There is also a panel discussion on craft beer on the agenda, and workshops covering a range of subjects – such as setting the stage for craft beers at your own restaurant; costing for successful craft beer marketing; adding value with higher prices; choosing the right beer menu; mixing creative beer cocktails; and food pairing. It includes subjects for everyone – newcomers and experts alike.
INTERNORGA shows the developments in the markets. The CRAFT BEER Arena is another innovative format, following the INTERNORGA LiquID Bar. It is a forum for exhibitors to present drink trends, and for trade visitors to get a good overview and plenty of ideas for their own hospitality concept.
About INTERNORGA
INTERNORGA has been the leading European trade fair for hotels, restaurants, institutional catering, bakery and confectionery ever since 1921. It is held in March every year, with more than 1,200 exhibitors from Germany and abroad displaying their innovations, trends and complete solutions for the whole of the out-ofhome market.
In addition to the exhibitors’ presentations, there is a big programme of supporting events, international conferences, award presentations, and innovative side-event concepts. INTERNORGA is traditionally held at the Hamburg Fair site, at the heart of Hamburg. Admission is subject to proof of trade visitor status.
The admission charge is EUR 31.00 (or EUR 39.50 for a 2-day ticket); concessionary rate for trainees in the trade EUR 16. For further information on INTERNORGA 2015, see www.internorga.com.
