Communication workshop in preparation for the 5th Annual World Championship of Beersommeliers

A communication workshop with all eleven sponsors of the 5th annual World Championship of Beer Sommeliers was hosted in late January by the Bavarian Brewers Association. In addition to the two main sponsors (drinktec, Barth-Haas Group), they are the Bayerische Brauerbund, BrauKon, Deutsche Brauer-Bund, Die Freien Brauer, Sahm, Schäfer Container Systems, the Schweizer Brauerei-Verband, Verband der Brauereien Österreichs and Weyermann. This year’s sponsors have a lot in common: together they recognize the growing potential in the considerable variety of beer styles on offer in the marketplace, the importance of the enjoyment factor in beer consumption and the passion that beer can generate. We would like to thank all of the sponsors, who, with their commitment, make this year’s World Cup possible.

Some compelling innovations were presented at the workshop, the course of this and future World Championships was charted and related PR activities were discussed. There will certainly be more attention paid to digital-based projects from now on. This year’s final round, for example, will be streamed live on Facebook. All of the sponsors will be on hand at the event on September 10th, 2017 and will be looking to engage in meaningful discussions on that day.