The rise of Ok­to­ber­fest

EME Outlook - - Food & Drink -

Al­though the gen­eral trend in Europe is show­ing a slow­down in beer con­sump­tion, events such as Ok­to­ber­fest are more pop­u­lar than ever.

Mu­nich, spir­i­tual home of the fes­ti­val, has been host­ing the event since 1810 and in 2016 saw more than six mil­lion vis­i­tors drink 6.6 mil­lion litres of beer be­tween them.

Ok­to­ber­fest has steadily been wel­comed into the cal­en­dars of many places all around the world, with pop-up mar­quees, leder­ho­sen and bratwurst tak­ing over cities for days, even whole weeks in some ar­eas.

Nor­wich, in the East of Eng­land, is one city to have em­braced the Ger­man tra­di­tion, us­ing the pro­ceeds to fund pro­grammes for dis­ad­van­taged young peo­ple in the area. This year’s event is hop­ing to top the £10,000 raised for lo­cal causes in 2017.

“Latin Amer­ica holds a lot of po­ten­tial for us, and we are look­ing at a Chilean im­port com­pany that is open­ing up a lot of space in that mar­ket. We hope to use this op­por­tu­nity as a learn­ing base for growth across the whole con­ti­nent.”

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