Daily overview Tuesday 12 November 2019

With the "Fridays for Future" movement, Gen Z has set the world's first generation-specific example.
Who is Generation Z?
What drives them, what are their concerns?
What distinguishes Gen Z from the previous generations Y and X?

Speakers: Dr. Uwe Lebok - K&A BrandResearch AG

Generation Z is the generation of short distances. Even more than their predecessors, they expect immediate answers, offers and experiences. A brand that fits into simple drawers ideally makes everyday life easier. At the same time, the strategic break with familiar drawers promises even greater success. Provided it follows the GenZ logic.

Speakers: Florian Klaus - K&A BrandResearch AG
Presenter: Dr. Uwe Lebok - K&A BrandResearch AG

• Fourth generation family brewery
• From wheat beer brewery to speciality brewery
• Courage to explore new avenues
• Maisel's Beer Experience World - Touchable and Innovative

Speakers: Jeff Maisel - Brauerei Gebr. Maisel KG
Presenter: Dr. Uwe Lebok - K&A BrandResearch AG

Craft Beer revived the beer category and let people in Germany talk about the product again.

With Gen Z, a generation is now growing up that values regionality differently and for whom beer or craft beer will not always be the first choice. Experience contexts are therefore much more important for this new generation of consumers in order to convince in the future as a brewing creation!

Speakers: Dr. Uwe Lebok - K&A BrandResearch AG

• Plastic to avoid - the number 1 measure from the consumer's point of view in terms of environmental protection. How water bubblers can make life more comfortable and help to stem the flood of plastic.
• Reaching target groups beyond the mass media - the role of PR and social media in times of fragmented markets.
• Individualization despite standardization - homemade beverages as a new trend.

Speakers: Martin Plothe - SodaStream GmbH
Presenter: Dr. Uwe Lebok - K&A BrandResearch AG

Neumarkter Lammsbräu is actively involving the target group GenYZ in the Internet campaign "Misch dein Ding" (Mix Your Thing), in which existing now customers and future fans of the brand can create their now special 2020 edition from various organic components.

Speakers: Dipl. Wirt. Ing. Steven Brechelmacher - Neumarkter Lammsbräu Gebr. Ehrnsperger KG
Presenter: Dr. Uwe Lebok - K&A BrandResearch AG

Creativity in beer has become a well-known requirement of young consumers.
But how much creativity can there be?
Successful creativity is also determined by authenticity and drinkability.

Speakers: Robert Glaab - Glaabsbräu GmbH & Co. KG
Presenter: Dr. Uwe Lebok - K&A BrandResearch AG

A short summary of the presentations of the Marketing Forum, how Gen Z ticks as a consumer generation, what inspires them about beverages and how individual beverage brands have succeeded in sustainably binding this new generation of consumers to brands.

Speakers: Dr. Uwe Lebok - K&A BrandResearch AG

Wine with brands-"Craft"
* The wine market today, its successful players, successful recipes and niches
* What can "craft beer" positioning learn from the wine market - and vice versa?

Speakers: Marian Kopp - Lauffener Weingärtner eG
Presenter: Wiebke Künnemann - VLB Berlin

The spirits market did not appear to the two owners, a business economist and a pharmacist, to be exploiting the full potential available from the outside. In particular, the premium segment offers the chance of a new establishment as a niche supplier with a broad and extraordinary product range. This is how the basic idea for DSM was born...

Speakers: Tim Müller - DSM Deutsche Spirituosen Manufaktur GmbH
Presenter: Wiebke Künnemann - VLB Berlin

The lightness of gravity, it works even without a pump!
In earlier times breweries were built in such a way that the hot wort was transported to the top of the refrigerated ship by a brewhouse pump. The rest was done by gravity.

Speakers: Markus Langer - Holzhauser Brauerei

Wouldn't it be wonderful if you could support a socially important project by enjoying a really good beer?

The JOSEFS brewery in Olsberg-Bigge in the Sauerland region has been offering this opportunity since 2000. It was the first handicapped accessible company for the production of beverages in Europe and currently employs 15 handicapped people.

Speakers: Andreas Kemper - JOSEFS-Brauerei // Alexander Schweinsberg - JOSEFS-Brauerei

The knowledge that beer brewed according to the Bavarian Purity Law consists exclusively of natural raw materials is a motor for the implementation of our energy concept.

Thus the Karmeliten Brewery is also committed to environmental protection outside the everyday brewing routine, in which part of the property is sown as a flower meadow, which the brewery's own bees find particularly attractive!

Speakers: Christioph Kämpf - Karmeliten Brauerei