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Fermentis - Main sponsor of Lille 2024

Beer Marketing

MALTOSE NEGATIVE HYBRIDS FOR LOW ALCOHOL BEER

In this workshop Andrew Paterson, technical sales manager at Lallemand brewing will give an introduction to a novel maltose negative strain created by Lallemand Brewing for the production of low and no alcohol beers. He will present an overview of the hybrid strain production process, some anonymised data from commercial trials, R&D data, and talk about some of the key considerations that must be taken into account when producing beers of this type. Following the workshop there will be an opportunity for questions.

Speaker: Andrew Paterson, Technical Sales Manager for UK and Scandinavia

More antioxidants, longer shelf life & Increase productivity brewhouse

A) THE MORE ANTIOXIDANTS, THE LONGER THE SHELF LIFE!

How SIMATEC brewhouses with patented low-oxidation technology can boost the quality of your beer. SIMATEC brewhouses allow anti-oxidants (polyphenols) to remain unaltered during the brewing process, helping brewers to obtain beer with a high degree of protection against oxidation.

B) HOW TO INCREASE THE PRODUCTIVITY OF YOUR BREWHOUSE WHILE PROTECTING YOUR INITIAL INVESTMENT

The SIMATEC patent, based on the modularity of the equipment, makes it possible to plan investments and spread them over time, increasing productivity according to the needs; without wasting time and material.

PACKAGING DESIGN AS A MARKETING TOOL (BOTTLES, CANS, LABELS)

Description:

Differentiation matters in the beer world. How can you be different from your competitors? How to catch the interest of the consumers when it picks up its beer on the shelve? Packaging is the first thing a consumer will see on the shelve: be it the shape of the bottle, the label or the label on the can. How can you make a difference? What is technically possible? How is the sustainability agenda driving the realm of feasibility?

Moderator:

  • Carol-Ann Cailly, Co-founder of Brewjob, offres d’emploi du secteur brassicole, Hoppy Hours and happy co-founder of Buveuses de Bières

Speakers:

  • Michiel van de Perre, Key Account Manager, Reynders Label Printing
  • Georgina Young, Brewing Director, St Austell Brewery
  • Peter Monrad, Creative director, Bright & Author of ‘Craft Beer Design – The Design, Illustration and Branding of Contemporary Breweries’

BLOCKCHAIN – A MARKETING TOOL FOR BREWERS?

Description:

Blockchain is one of these new information technology that allows us to freely, securely and easily share information from one point to another. It’s used across several industries and also starts being used in the beer industry. How can the sector use this technology to its benefit? What is the concrete implication? Is it useful for marketing towards consumers (on the origin and transparency of the ingredients)? For sourcing purposes?

Moderator:

  • Filip Nerad

Speakers:

  • Jack Buffington, Director of Supply Chain and Sustainability, First Key Consulting
  • Alex Kouris, Founder & Director, Nissos Beer
  • Elodie Colin-Petit, Director of Business Development Malteries Soufflet (Invivo Group)

HOW TO MANAGE BRANDS – THE DO’S AND DON’TS

Description:

Brand reputation is crucial and the history of marketing is full of brilliant successes and spectacular failures. Visual features, stories, and brand names all play a role. Some companies are able to launch successfully a new product with little marketing just because the consumer spots a visual element which it connects back to other beer from the same brewery. Some narrative features (like a story, or a slogan…) are so intertwined with the brand that it belongs to the identity and a change can be dangerous. Some companies use the name of a brand and create a different version of that same brand to boost growth via the brand name. Does this really work? What must be done to develop a brand? What should be avoided to not destroy or endanger an established brand?

Moderator:

  • Amélie Tassin, the Founder and Director of Tipple Marketing

Speakers:

  • Roman Trzaskalik, Marketing Director, Pilsner Urquell
  • Grzegorz Ziemian, Sto Mostów
  • Afel Amberber, Global Brand Manager, Swinkels Family Brewers N.V.

BEER COMPETITIONS – DO THEY MAKE SENSE? IF YES, HOW AND WHY?

Description:

Beer competitions can prove very useful, at least to certain segments of consumers, as they are seen as a sign of recognition and can enhance sales. However, do they really make sense? On what are they based? Should brewers always invest in them? And if so, how? In case they win an award, how can they maximise it to drive reputation and sales? Our expert and panellists will share their views on this interesting topic and guide breweries towards an informed choice.

Moderator:

  • Sam Holloway, President and Co-founder, Crafting A Strategy

Speakers and panelists:

  • Sam Holloway, President and Co-founder, Crafting A Strategy
  • Alessandra Agrestini, Beer consultant and communicator, international judge
  • Luc de Raedemaeker, Director Brussels Beer Challenge & Chief Editor Bière/Bier Grand Cru
  • Bart Wellens, Commercial Director, Westmalle
  • Olivier Duthoit, Co-Funder and Co-Manager, Brasserie du Pays Flamand

“CRAFT” AND ITS MEANING

Description:

What is “craft”? Can it be defined? And when it is applied to brewing, what does it mean? What is the understanding or rather, what are the understandings? This panel discussion, introduced by Pete Brown, the author of “Craft: An Argument: Why the term ‘Craft Beer’ is completely undefinable, hopelessly misunderstood and absolutely essential” will discuss the concept with players from the brewing sector who have their hands in the brewery, be it in the brewing or in the management (or both).

Moderator:

Michal Voldřich, President Czech – Moravian Union of Microbreweries & Production Director of Lobkowicz Group and Protivin brewery

Speaker & Panelists:

  • Pete Brown, Writer and consultant
  • Edwin Dedoncker, General Manager, Brasserie St-Feuillien
  • Ramsay Wells, co-brewmaster and production manager, Pato Brewing

THE IMPORTANCE OF THE PROPER GLASSWARE

Qualification:

Technical

Description:

Brewing the right beer is only half the job, as it also needs to be poured correctly and, most importantly, in the correct glass (in terms of material, and shape…). This education session will question whether the glass really matters, first (taking into consideration the glass itself, the impact on aromas and on the consumers) and then help brewers identify the right glass shape based on the beer style he/she is brewing.

Moderator:

  • Carol-Ann Cailly, Co-founder of Brewjob, offres d’emploi du secteur brassicole, Hoppy Hours and happy co-founder of Buveuses de Bières

Speakers:

  • Marie-Emmanuelle Berdah, zytholog and brewing trainer, Beer Sommelier and Educator. Founder of Craftology
  • Simon Lecomte, Brasserie L’Ammonite