Another premiere at INTERNORGA: In March 2015, a brand new CRAFT BEER Arena, specially created for this leading European HORECA show, will invite all to discover 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 booming craft beer market. There, visitors will not only be given the chance 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.
Showcasing Latest Trends
Claudia Johannsen, Project Director, Hamburg Messe und Congress GmbH: “As the leading industry exhibition, INTERNORGA’s role 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 the artisan beer movement at INTERNORGA, creating a new platform with the CRAFT BEER Arena. We are looking forward to the new format!”
The matching beer for every dish
The new CRAFT BEER Arena will not only present an impressive number of artisan beers, but also feature all aspects of craft beer in its complementing programme. Restaurant operators will be able to enjoy a stimulating introduction to the subject, with daily beer tastings. There will also be a panel discussion on craft beer on the agenda, and workshops covering a range of subjects – from setting the stage for craft beers at your own restaurant to successful craft beer marketing, added-value through higher prices, the right beer menu, creative beer cocktails, andfood pairing. After the INTERNORGA LiquID Bar, the CRAFT BEER Arena is another innovative format, reflecting INTERNORGA’s lead role in setting and displaying trends.