Program
Brewers of Europe Forum & EBC Congress
| 11:00 AM |
General Welcome by Pavlos Photiades - President of The Brewers of Europe
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Plenary |
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| 11:10 AM |
Brewing Forward: It’s all about Europe
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Plenary |
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The beer sector in Europe is more alive than ever. With exciting innovations and new ways of connecting with consumers about styles, tastes and experiences. Great opportunities are ahead. At the same European societies demand that we operate our business sustainably and responsibly. As a result governments are taking action, consumers expect it. What can we offer? And what can we learn from a new generation of brewers?
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| 11:40 AM |
Sailing the seas: global strategies for craft brewers
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Plenary |
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The story of the globalisation of the brewing industry is not over. On the contrary, it is gaining further momentum. Because in the meantime, craft beer brewers are also positioning themselves internationally, drawing on the tried and tested strategies of the major companies but also developing their own tactics (such as collaborations and crowdfunding). What’s innovative about this wave of globalisation on the part of craft beer brewers is that it is being helped along by the discourse on craft beer that is now spreading out worldwide via digital communication (social media).
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| 12:00 PM |
Craft Beer in Belgium – what’s brewing
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Plenary |
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In Belgium a traditional beer producing country, with an established history of high - grade beers, there has been a continuous opening of breweries opening in recent years, clearly demonstrating that the craft trend has not bypassed Belgium.
This is a testament to the fact that while taste and quality are crucial aspects of (craft) beer, other less tangible factors relating to image also play an important role.
How does Brewery Het Anker look at these new brewers and what has been the effect on its portfolio and go to market?
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| 12:20 PM |
Beer is no longer black & white: why spectrum is key
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Plenary |
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Big vs. small. Tradition vs. innovation. Beer vs. other beverages. In a world where consumers strive for more choice and diversity, either/or is not the question anymore. There is space for a wide spectrum of offerings, each catering for a different taste or occasion. How does Asahi Breweries Europe Group, the Central European business of the Asahi Group, look at this spectrum, and what does it mean for their portfolio?
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| 12:40 PM |
Beer in 2020 and beyond
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Plenary |
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The beer sector is becoming ever more diverse, with very different beer types trending and endless innovations hitting the bar.
But is the current momentum attracting new consumers to beer, or simply enriching the experience of existing beer drinkers?
Tim Webb, author of The World Atlas of Beer will debate with Paolo Lanzarotti from Asahi Brewers Europe Group, Charles Leclef from Belgian brewery Het Anker and Ina Verstl, economics journalist and editor of Brauwelt on how brewers navigate the future beer markets.
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| 14:00 PM |
How to set a new brewery in an established market?
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Small to success (part 1) |
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How to develop local craft in a mature market? Find out from Nicolas Declercq from craft brewery Leopold7 on how he started his brewery in a well-established Belgian market.
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| 14:00 PM |
100% Brasileiros. Connecting local brewers with local malts
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Heritage Barley & grains |
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Brewers connect to their roots, buying malt made from locally grown barley. Local and sometimes ancient, heritage barley varieties regain popularity and provide their beers a unique flavour. The consumers love it. They increasingly recognise how malt is key to the taste and quality of a good beer and have an appetite for authentic, locally produced beers. Rodolfo Rebelo is bringing you a perspective from the Brazilan beer sector.
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| 14:00 PM |
Beer in Sweden : How to get distributed in the Swedish alcohol retail monopoly
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Export |
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A discussion of export opportunities in Sweden through the Systembolaget, the government-owned alcohol retail monopoly.
The beer trend continues in Sweden in 2017 with now over 300 beer breweries in Sweden.
Märta Kuylenstierna and Johan Ahlstedt will take a closer look at the latest observed trends in the Swedish market and inform you how to successfully enter the Swedish market by helping you understand the Systembolaget.
Develop insights on how you can prepare your brewery for working with Sweden’s retail monopoly Systembolaget.
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| 14:15 PM |
Heritage malts as differentiator in beer branding?
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Heritage Barley & grains |
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Brewers connect to their roots, buying malt made from locally grown barley. Local and sometimes ancient, heritage barley varieties regain popularity and provide their beers a unique flavour. The consumers love it. They increasingly recognise how malt is key to the taste and quality of a good beer and have an appetite for authentic, locally produced beers. Andrea Stanley is bringing you a perspective from the US beer sector.
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| 14:20 PM |
Craft Beer in China : Opportunities & Trends
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Export |
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With an annual consumption of 45.7 billion litres, China is now the world’s largest beer market.
The number of small brewpubs and breweries in the country stand at nearly at and estimated 1000 in 2019.
Michelle Wang brings insights on the current Chinese beer market & the Chinese consumers, for breweries interested in taking the opportunities in the Chinese beer market.
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| 14:20 PM |
Local beer takes local market
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Small to success (part 1) |
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Find out from Johan Van Dyck, founder of Antwerp’s local independent craft brewery, the ‘Antwerpse Brouw Compagnie’ on how he grew his brewery in a well-established Belgian market. How the rise of small breweries impacts the total beer market. Key succes strategies for small breweries, but also for big breweries and how they can react to take maximum advantage of this trend.
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| 14:30 PM |
Terroir and heirloom barley varieties: upcoming challenges in general and in a Belgian context
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Heritage Barley & grains |
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Gain insight on the challenges and opportunities with ancient varieties in the Belgian context? Find out more on the initiatives for redeveloping the local production and potential development of Belgian heirloom varieties.
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| 14:40 PM |
Innovation in the Polish market
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Small to success (part 1) |
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How is craft brewery, Browar Stu Mostow, innovating on the Polish, pilsener dominated market and how it plans to grow from a local success internationally.
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| 14:40 PM |
Challenges & trends in retail in 4 European markets
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Export |
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A discussion of export opportunities in a selection of European markets.
The craft beer trend continues in Europe in 2017 with now over 6000 craft beer breweries.
Krishan Maudgal will take a closer look with importers at the latest trends observed in their market and discuss how you can successfully enter new export markets
Develop insights on how you can prepare your brewery for working exporting better.
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| 14:45 PM |
How (heritage) barley can do the magic for your beer
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Heritage Barley & grains |
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Brewers connect to their roots, buying malt made from locally grown barley. But how heritage barley can do the marketing for your beer? How to use local barley? How to assure supply of local barley and malt? In this ‘ask the expert panel’ brewers will address these practical questions.
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| 15:00 PM |
The minimum efficiency scale for your brewery, and how to grow from there?
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Small to success (part 1) |
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Throw out the rule book. When it comes to the craft beer business, bigger is not always better; and profit maximisation is not always the ultimate goal. Here’s why craft breweries need to think differently . Join Brad Windecker in this panel discussion with Johan Van Dijck, Antwerp Brouw Compagnie, Grzegorz Ziemian, 100 bridges brewery and Nicolas Declercq, Leopold7.
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| 16:00 PM |
Brewing for a better today & tomorrow
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Plenary |
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Keynote by Cees ‘t Hart, CEO - Carlsberg Group - Denmark
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| 16:30 PM |
From traditional to modern craft brewing: how family-owned Trumer Brewery from Austria is reinventing itself for the 21st century
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Plenary |
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The taste of Trumer has already inspired many generations of beer lovers. To keep that tradition going, they are already thinking today about what tomorrow should look like. Find out from Josef Sigl how family-owned Trumer Brewery from Austria is reinventing itself for the 21st century.
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| 16:50 PM |
From founder to family brewer
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Plenary |
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Find out from Edouard Haag how family-owned Brasserie Meteor is transitioning from a heritage brewery into the modern world of craft and how Meteor continues to grow in a fast changing market
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| 17:10 PM |
Modernising Britain’s Oldest Brewer
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Plenary |
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Shepherd Neame is the oldest operational brewery in the UK and operates about 320 pubs and 500 letting rooms in the county of Kent and other parts of the south east of England. Innovation and continued investments allowed Shepherd Neame to respond to a changing pub culture and new consumer demands. Find out how Shepherd Neame continues to grow its business in a fast changing market.
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| 17:30 PM |
Redeveloping your (family) brewery
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Plenary |
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Mr. Tiago M Brandao, President of the EBC and New Business Development Director in Brewing and Beer at Super Bock Group, will debate with family-owned brewers Josef Sigl from Trumer, Austria, Edouard Haag from Brasserie Metéor, Franc, Jonathan Neame from Shepherd-Neame, UK on how their breweries are transitioning from a heritage brewery into the modern world of craft to be fit for purpose for the 21st century
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| 09:00 AM |
Growing craft beer through collaboration
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Small to success (part 2) |
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Join Will Keating, Principal Serestra & Hellfire Brew Club on how brewers can use collaboration brews to build relationships, open new markets, gain technical experience, reach new consumers and have fun! Find out through a couple of examples of successes from Europe/US and perhaps an example of when it didn’t work quite so well, finishing up with some practical advice on how to go about selecting and working with a potential collaboration partner.
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| 09:00 AM |
New barley solutions for all brewers
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Raw Materials |
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| 09:00 AM |
Investment in learning and development at the IBD
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Education |
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The Institute of Brewing and Distilling (IBD) aims to support the professional development of brewers and distillers at all stages of their careers with qualifications that are continually relevant to industry needs. The Institute is working hard to ensure the syllabus for each IBD qualification is well supported by training and learning materials. Significant investment is being directed to this purpose, in order to enhance the global reputation of its qualifications, and to ensure that the quality of its education and development in brewing and distilling is world-class.
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| 09:15 AM |
The Beer Sommelier Education Program - A necessity for the brewing industry
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Education |
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Low numbers in beer sales are mainly due to the fact that the customer is served or sold inappropriate beer styles or beer of poor quality. Very often the opportunity for customer loyalty at the point of sale is not sufficiently used
Everybody in beer sales (retailer and gastronomy) should have a basic knowledge of beer to avoid mistakes that can damage the beer quality and advise the consumer properly.
The Beer Sommelier Program startd in 2004 deliver the knowledge to main and central person working in the sales sector of beer. A Beer Sommelier is a guardian of highest beer quality, translator and navigator for the customer and a trainer for other colleagues.
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| 09:20 AM |
Guerrilla Marketing : How to get more than your fair share of mind share, on a limited budget
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Small to success (part 2) |
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Frustrated that nobody knows about you and your product?
Frustrated that nobody cares about your products?
Don’t have much money for advertising?
Did you think that when you built your company that people would immediately support you?
That your initial product was great so you would be immediately successful? But reality is different. The business environment is actually more and more competitive than you thought .
In this workshop, you will learn that even great beer isn’t enough to guarantee success. Pete will take you through a methodology for how to view the world of customers and give concrete examples of how to make some noise on a limited budget.
Yes! You can do things to improve your company’s awareness and success.
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| 09:30 AM |
Hop research - healthy raw materials for the brewing industry and securing the future for hop growing farms
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Raw Materials |
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Keynote by Dipl. Ing. Walter König, Managing Director Hüll Hop Reserach Center on the evolution of availabilty and new varieites in hop.
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| 09:30 AM |
Beer education is indispensable to build a strong beer culture
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Education |
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In less than ten years, a dream of five volunteers has grown into the standard for beer education in the Netherlands, providing a platform to strengthen beer culture. StiBON Beer Education started in 2009 with the conviction that many beer ambassadors are necessary to grow the beer market in quality and diversity.
We set up a three level educational track, offered all over the Netherlands. Our classrooms are bars, pubs and breweries to lower the barrier of entry. In the course of the years, StiBON has sparked development of a multitude of new breweries and other related beer projects. It provided a solid foundation to discuss beer, both for the professional brewer, on-trade and enthusiastic consumers. It has opened the eyes of bar managers and brewery account managers alike of what beer can be. More than two thousand people have followed our training. Two hundred of them completed the whole journey, and are proud to be Diplom Biersommelier.
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| 09:40 AM |
Starting up a city brewery
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Small to success (part 2) |
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Noordt Brouwerij is the largest brewer in Rotterdam and they have a policy to spend no money on sales or marketing.
Peter Rouwen’s keynote will guide you through his key drivers of success and challenges.
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| 09:45 AM |
Education & importance for growth
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Education |
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To the general public, it might seem like new brewers and beers are everywhere these days. This shouldn’t really come as a surprise: the number of brewers in Europe doubled the last decade, from fanatical leisure amateur to a full-fledged artisan, with all the knowledge of the profession in the fingers. The variety of styles, flavours and occasions evolved likewise. The importance of education and working together across the value chain (brewer, hospitality/beersommelier, consumer) are key to reigniting consumers’ love of beer. In this session the merits of education across the value chain are discussed.
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| 10:00 AM |
Discover the future of raw materials
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Raw Materials |
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Researchers and brewers are looking at new varieties of barley and hop to assure quality and high returns from the hop and barley fields. Innovation is needed as supply is under pressure by changing climate conditions. Additionally, demand for hop pops up with every new IPA, putting extra pressure on prices. What solutions and innovations are out there to assure consistent quality and a good price for the key ingredients of your beer? What’s coming out of the yeast lab that’s good for your brewery?
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| 10:00 AM |
Ask the expert: from small to success
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Small to success (part 2) |
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Steve Livens invites Will Keating, Peter Rouwen and Pete Slosberg to review in more detail the creative, alternative approaches that these brewers take to marketing and consumer engagement based on more disruptive or divisive tactics which are designed to create awareness in a more crowded and competitive space.
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| 11:00 AM |
An Update on the Brewers Association and The American Craft Beer Scene
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Plenary |
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The landscape for craft brewers is evolving in the United States. Brewers Association President and CEO Bob Pease will present an update on the American craft beer community alongside ongoing initiatives by the Brewers Association to promote and protect small & independent craft brewers.
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| 11:20 AM |
Riding the craft wave as Australia’s largest independent brewer
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Plenary |
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As the largest independent, Australian-owned brewery, Coopers has grown favourably as a family-owned enterprise as it navigates on the swell of craft brewers. Craft brewing in Australasia continues to develop in size and popularity. However, with prevailing influences of demographic changes, social pressures and healthier lifestyles, the future of beer in Australia is facing headwinds, compounded by increasing concentration in the retail environment.
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| 11:40 AM |
Craft beer revolution is here to stay
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Plenary |
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The popularity of craft beer, and the demand for unique, authentic, and premium beer varieties, presents a new reality. A DSM consumer insights report, which surveyed 3,300 consumers in seven countries in the Europe and US, shows that 4 in 5 craft beer drinkers don’t believe craft beer is a passing fad. Some 80% said they would continue trying new brands of beer. Looking at the future, half (50%) of the consumers surveyed said that they believe craft beer is more sustainable and thus more attractive.
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| 12:00 PM |
What’s craft brewing in the Czech Republic?
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Plenary |
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What has Czech craft added to the beer world and how have Czech craft brewers been doing that, what are the key success elements and trends. Are Czech craft beer makers now looking to export their products around the world?
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| 12:20 PM |
Beer around the world - Q&A
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Plenary |
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| 14:30 PM |
What makes adequate and sustainable packaging?
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About sustainability in packaging and wastewater treatment |
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Packaging in the beer industry is one of the most evident and obvious ways to give consumers an impression of a brand before they get to the good stuff inside. But it’s also what’s left when the good stuff is gone. That’s why what beer comes in is an important part of the final product. Join this discussion on what makes adequate and sustainable packaging for your beer.
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| 14:30 PM |
Tyris Brew - Quality and consistency
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Quality for growth |
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“Making great beer is hard. Making the same great beer every day is harder. Ensuring that your great beer is still great after packaging is harder still. And the hardest thing of all is ensuring that every customer gets the great beer you brewed, whether they drink it in your pub or another establishment, or from a glass, bottle or can…Our collective success is built on quality.”
– Ken Grossman, Sierra Nevada Brewing Co.
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| 14:30 PM |
The Shopping Experience Lab in Madrid
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Beer Business 4.0 |
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Mahou San Miguel,Spain, is reinventing the beer shopping experience creating the lab-flagship category store, “La Cervecista”, in order to test, learn and expand this new experience to all kind of customers: from mainstream to beer experts, B2B2C or main retailers. Find out more of the business outcomes and first pilot/test results from retailers requests to implement in their POS.
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| 14:50 PM |
Tradition and innovation: the key to successful quality management
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Quality for growth |
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“Making great beer is hard. Making the same great beer every day is harder. Ensuring that your great beer is still great after packaging is harder still. And the hardest thing of all is ensuring that every customer gets the great beer you brewed, whether they drink it in your pub or another establishment, or from a glass, bottle or can…Our collective success is built on quality.”
– Ken Grossman, Sierra Nevada Brewing Co.
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| 14:50 PM |
The 100+ accelerator, a sustainability focused startups incubator
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Beer Business 4.0 |
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Let’s show how brewers are committed to leveraging innovation to support the world’s future biggest challenge: sustainability.
Sustainability challenges consumer brands to find ways to deliver the goods in a way that is less harmful to the environment. Consumers are demanding change. That’s why we’ve mobilized the world’s brightest minds to solve some of the most pressing global sustainability issues through a sustainability-focused start-up incubator – our 100+ Accelerator.
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| 15:10 PM |
Improving quality of booming French craft scene through training and support
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Quality for growth |
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| 15:10 PM |
The smart bottle opener
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Beer Business 4.0 |
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Worldwide in the beer sector, 25,000 bottles are opened every second, that’s $25,000 consumed every second without trace or record. Imagine a solution that could identify every bottle, know when, where and which brand was opened, and directly connect with the users to suggest what bottle they should open next! Meet Karim Choueiri, founder of WeCheer.io. Learn more about the internet of things and the impact on the consumer goods industry.
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| 15:30 PM |
Wastewater reuse within a brewery
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About sustainability in packaging and wastewater treatment |
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Past years the value of water is becoming increasingly important for brewers.
When the water savings at the source are exhausted, waste water reuse offers the possibility to reduce your water consumption by 50-65%. Pantarein Water treats and reuses the wastewater of Brewery Huyghe and Westmalle.
Which technology is used, how is food safety guaranteed, what is the legal framework, what are the operational costs?
Both companies will explain the benefits and the re-use integration in the production process.
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| 15:30 PM |
Digital commerce and how it transformed the €3 trillion euro global food & beverage industry
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Beer Business 4.0 |
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Andy Chen put Norway on the world startup map in 2015 when his company Tidal, the world’s first and highest quality music streaming service focused on CD quality streaming and HD music videos, was acquired by JayZ and RocNation. In addition to being a venture partner for Vectr Ventures and an angel investor, he is co-founder and CEO of WeOrder Hospitality Technologies. WeOrder helps restaurants increase sales with mobile ordering and automation of operations. Join us for a quick fireside chat with Andy Chen on managing customer data and delivering modern hospitality with digital commerce solution for the Food & Beverage industry.
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| 15:30 PM |
Quality for Growth - Q&A
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Quality for growth |
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| 15:50 PM |
Match your Brand with the perfect (food) location
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Beer Business 4.0 |
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Marco van den Ouden is Managing Director and co-owner of Datlinq. To achieve growth, it is important to deploy marketing activities and sales representatives in the right places. Datlinq helps companies, specifically in the foodservice market with intelligent data drives sales. This allows producers to focus their selling power in a very targeted manner on the outlets that are really relevant to their brand. Marco explains how you set up such a strategy.
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| 16:30 PM |
Why humans like alcohol
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Role of Beer in Society |
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Alcohol isn’t just a mind-altering drink: It has been a prime mover of human culture from the beginning, fueling the development of arts, language, and religion. Join Andrew Curry Andrew freelance journalist which work has been included in “The Best American Science and Nature Writing” anthologies and awarded prizes by the German Foreign Ministry in mankind 9,000-Year Love Affair with alcohol.
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| 16:30 PM |
Horeca going digital
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New retail |
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HOSPITALITY.digital was established in 2015 and actively contributes to the digitisation of the hospitality industry. An international team of experts implements a variety of digital solutions and innovations for hotels, restaurants, caterers and retail businesses. The company relies on its own-developed solutions, as well as solutions of start-ups sourced from the METRO Accelerator programs, and solutions of the other partners.
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| 16:30 PM |
Non-alco beer - from negative choice for drivers to natural non-alcoholic refreshment
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What trends are brewing? |
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How to leverage natural brewing credentials to become relevant brand in single serve soft drinks.
A journey from Birell non-alco beer through Birell fruity into Birell Botanicals - evolving taste experience thanks to gradual dosing of ingredients and 19 days of care during brewing and maturing.
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| 16:50 PM |
More than a welcome required: how to increase diversity in beer
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Role of Beer in Society |
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| 17:00 PM |
How the middleman can fix your deals / Best practice France
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New retail |
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Established in 1991, International Beers & Beverages (IBB) is one of the French leading Independent importers/distributors of premium beverages. With sales teams covering all distribution channels on a nationwide scale, IBB has a strong background in the French beer industry having introduced/built some of the most famous beer brands. Since a couple of years now, producing and exporting their own speciality beers with Brasserie des Sources & Brasserie Historique de l’Abbaye du Cateau located in northern France. Thomas Bulcke, export manager, will guide you through the opportunities of the French craft beer market and IBB’s partnership role.
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| 17:00 PM |
The vanguards of the low-abv space
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What trends are brewing? |
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Consumers are changing their lifestyles and accordingly drinking habits. The demand is growing for low alcohol beer reflecting a potential big step change in society. Big Drop Brewing Co. seem to be well positioned to embrace the low alcohol movement. Find out what’s happening in this market from its CEO Robert Fink.
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| 17:10 PM |
Making value-driven decisions – Proving us wrong !
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Role of Beer in Society |
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Eurocare is an alliance of non-governmental and public health organisations across Europe advocating for the prevention and reduction of alcohol-related harm. Join Mariann Skar – Secretary General at Eurocare in her keynote.
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| 17:30 PM |
Why do people buy beer online? And what are the “digital” beer trends?
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New retail |
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In the past years the share of consumers that buy their groceries and beers online has grown steadily. As consumers behave differently online, the way products present themselves and are sold change too. Join Marc Scholten, CMO at Beerwulf.com on the opportunities of selling beer online.
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| 17:30 PM |
Panel - Role of Beer in Society
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Role of Beer in Society |
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For thousands of years, beer’s role has evolved as part of people’s life, culture and diet, often seen as a cultural complement to food and conviviality. Beer is a fundamental part of (European) culture and it is woven into our history, our traditions, social settings and even our mythology. However it should also be noted that society’s relation to risk and alcohol consumption is also changing with evolving habits and more health-conscious consumers who have also additional expectations towards the brewing sector.
Join Melissa Cole in this discussion with brewers on how the role of beer in the 21st century society is evolving to respond to what different stakeholders (consumers, public authorities, public health experts…) are expecting from the brewing sector.
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| 17:30 PM |
The growing segment of NABLAB – driven by consumer trends and opportunity to provide portfolio choice
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What trends are brewing? |
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