Drinktec 2017 was bigger and better than anyone could have envisioned. With over 76,000 visitors from more than 170 countries, the event – which takes place every 4 years – smashed records and rose by 10,000 in attendance. A true global affair with visitors from outside Germany rising by 67%.
We certainly felt the fantastic impact on the Simpsons Malt stand this year. Our stand is becoming known within the industry as a place to gather with peers and pals! It helps that we offer great beer supplied by our UK customers (big thanks to Beavertown, Brewdog, St Austell, Timothy Taylor, Magic Rock, Adnams, Wild Beer, Fullers, Thornbridge and 40Ft). Cushioned seats on the stand also helped for all those visitors pounding the floors all day – or pavements at night between beer halls!
It was tremendous to welcome customers to the stand from all continents – wonderful Simpsons Malt advocates – as well as our Simpsons Malt distributor family. When a group of Slovakian Brewers descended on the stand, they were relieved to have Jan from NextHop ready to chat in their native tongue. The guys from Baltic Brewing were constantly tasting malt and chatting with visitors; and of course the fantastic teams at Ninkasi and Agronet were also meeting, greeting and making everyone feel welcome. We certainly enjoyed tasting Maurizio at Ninkasi’s Italian craft beer this year too, made of course with Simpsons Malt!
The Bintani guys were on top form – all the way from Australia and of course a big high five, as always, to the fabulous team at BSG who made their way across the pond. It was fantastic to spend quality time together.
Chewing the malt is something we encourage, and our malts were on full display throughout the week. Even with the beer on offer, the malts are always our show stopper, with particular enthusiasm from visitors tasting the T50, DRC and of course, our flagship Golden Promise.
There’s no denying that Drinktec is huge, and anyone who managed to get around the 12 halls deserves to be saluted! We know we’ll be there in the same spot in another 4 years and in the meantime, we’re all booked up for Brau18 – see you there!