The rise of Oktoberfest
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.”