The annual HORECA expo is Belgium's biggest exhibition for hotels, restaurants, cafes and pubs and gives local breweries the chance to meet the outlets that sell their beers.
This is an incredibly important way for brewers to pass on their passion to the people who ultimately interact with the consumer. After all, as Krishan Maudgal from Maudgal Int. BVBA says, the shelves that hold a selection of beers can’t talk…
“[The shelves] don’t tell you what makes the beer so special. HORECA is a channel where you are able to create additional dimensions. You are able to convince consumers that there is an emotion around the beer.”
Watch the video below to find out what else Krishan and many other Master Brewers had to say about the 2012 HORECA Expo and what the modern beer consumer is looking for.
Take a look at our own Master Brewer, Jef Versele’s thoughts on HORECA 2012 over on our YouTube channel.