Double the size, as versatile as ever and ten new faces among the exhibitors: Brew Berlin is on the right track to becoming the most important B2B event for the beer industry. 26 international key players, speciality suppliers and start-ups have already booked their stands including ten new exhibitors. Alongside numerous companies from the German beer market there are also enterprises from Italy, Japan, Portugal, the UK and the US. The latter are this year presented at a joint stand under the umbrella of the ‘North Carolina Department of Agriculture & Consumer Services’ for the first time. New arrivals this year also include the Bitburger Braugruppe group of breweries, the Hamburg Beer Company and Stone Brewing Berlin. Repeaters include Pilsner Urquell, Ratsherrn Brauerei and CREW Republic Brewery, to name but a few.
Brew Berlin is the separate beer segment of Bar Convent Berlin, one of the leading international bar and beverage trade shows. The trade show will be held at Station Berlin from 11 to 12 October.
The premium market is growing
Fresh ideas and new recipes: craft beer is on virtually everyone’s lips – both in the media and with consumers. This market niche is buzzing with energy and Brew Berlin makes this perfectly clear.
“The beer market is currently characterised by two developments that are closely linked: on the one hand, consumers’ avid interest in specialty beers, and on the other, the emergence of numerous, individual craft breweries. Their products give rise to an entirely new perception of beer – a fact that also positively impacts food service establishments in urban areas. At the end of the day, this benefits the sector as a whole – and – as a result – also the consumer,” says Mona Schommers, Brand Manager of Craftwerk Brewing, a project by the Bitburger Braugruppe. The company is a first-time exhibitor at Brew Berlin.
In the US craft beer already accounts for 8% of the beer market whereas in Germany it only achieves a market share of 1%. “Taking a step back and watching the German market from the outside, one thing becomes perfectly clear: here we are still in the early days of craft beer. The market is small, fragmented, the structures are only about to form. VON FREUDE has worked on developing this market from day one. Both distributors and manufacturers now have the opportunity to position themselves. The availability of raw materials is just as much an issue to be addressed here as filled container and empties logistics. Manufacturers have to ask themselves: do I want to stay regional or go national or international instead – and will I be able to deliver when this all works out?” says Martin Schupeta, General Manager and founder of VON FREUDE.
Premium and specialty beers are increasingly in demand and craft beer is celebrated as a “trendy drink” in many places. “The market could not be any better for special and craft beers in 2016,” adds Mario Hanel, founder and Managing Director of Brew Berlin exhibitor CREW Republic Brewery. “At CREW Republic when we started selling our craft beers in Munich in 2011 things were a lot harder since nobody had even heard of craft beer. But the 500-year anniversary of Germany’s purity law for brewers has also contributed to moving the beer theme centre stage again. Craft beer will continue to develop strongly and become established as an attractive niche market in Germany in five years’ time.”
Brewing diploma holder and Managing Partner at SCHOPPE BRÄU Berlin Thorsten Schoppe foresees a positive development above all for smaller breweries. “I think the current situation varies widely for different market players. Distinguishing between a traditional and a modern focus, the former will continue struggling with dwindling sales and price wars, while the breweries that take a more creative and open-minded approach to beer, struggle with too little capacity or are adding capacity. These new volumes emerging on the market, however, cannot trigger an upswing for what is a generally problematic market. Only small to medium-sized business at best will profit from this, and the latter from the trend towards “gypsy brewing”, in particular. We have to wait and see whether a similar development will set in – like in the US, for example, where the increase in micro-breweries is very positive. I do not assume that the German market will turn around completely but I see a big enough niche for me to carry on brewing happily.”
Schoppe also assesses the further development potential of the market as positive – for everyone involved: “I love the fact that there are more and more open-minded consumers who appreciate my creations and are prepared to pay the corresponding price of them. It is nice for me to see that beer is receiving so much positive coverage and that diversity is growing both inside and outside the purity-law segment. I do hope very much that we will shortly see a cross-national solution for brewing non purity-law conforming beers without questioning the purity law as such. I think this should be possible.”
Specialities and sales hits on the beer market: Brew Berlin 2016
Brew Berlin brings beer and accessories manufacturers into contact with distributors, importers, food and beverage managers as well as bar owners and bar tenders. Centre stage here are premium beers that meet consumers’ rising interest in creative and new products.
“We will be travelling to Berlin with several innovations,“ announces Mario Hanel of CREW Republic, and goes on to say: “Among other things we will present two new beers from our new brewery – a Westcoast IPA as well as our new Barley Wine. This summer also sees us open our own beer garden in Munich on the brewery premises and we will definitely also bring a Bavarian delicacy or two with us… so much we can tell.”
“VON FREUDE will be taking part at Bar Convent in Berlin for the third time now,” says Martin Schupeta. “To us this also means that guests come with certain expectations. Craft beer does not imply men “sweating into the beer” but creative minds putting disruptive ideas into practice. At the VON FREUDE stand we give our guests the opportunity to enter into dialogue with us. It is about availability, on-going innovation and reliable supplies for joint market development.”
Mona Schommers also provides first insights into the trade show appearance of Craftwerk Brewing: “For Brew Berlin we are planning a special brew and are currently working on its recipe. We do already have a number of exciting ideas in place and will decide in summer which one will be implemented. We will once again be on site with a passionate team and can hardly wait to introduce our products to the German capital and start a conversation with craft beer fans!”
SCHOPPE BRÄU presents itself with the “Hoppy Schoppy Bike”. Thorsten Schoppe: “We will bring a delivery bike specifically re-built for serving beer and this will basically be our complete stand. The cycle can transport and tap two barrels of beers and has a Hifi system for playing music. Additionally, we will also bring some bottled beer so we can present our complete beer portfolio. We will present a healthy mix of NOS beers and temporary specialities so that both new customers and craft-beer nerds are catered to.”
About Brew Berlin
Brew Berlin offers beer manufacturers and distributors direct exchange with restaurateurs/caterers, importers and specialist beverage wholesalers. As a platform for beer in bars, Brew Berlin is the beer segment of Bar Convent Berlin, Europe’s leading premium bar and beverage trade show. 2011 saw the integration of selected beer brand companies begin. This trade show segment was substantially enhanced with the Brew Berlin brands two years later and this is the fastest growing segment of Bar Convent today. The trade show will be held at Station Berlin from 11 to 12 October 2016 and is expected to attract over 10,000 trade visitors.
2014 BeerBartender - All Rights Reserved. Designed by Bliss Creative | Developed by BeerLab