The German Brewers Association presented its DRINK RESPONSIBLY campaign at the Bar Convent Berlin (BCB) in October. The Bar Convent is one of the most important meeting places for the international bar industry. Over three days, around 8,000 visitors from a total of 58 countries came to the Berlin exhibition grounds, including many guests from Italy, France, Ukraine, England, the Netherlands, Poland, Denmark, the Czech Republic and Belgium. The lecture program focused on significant societal and social issues. Sustainability with a focus on the environment and health was one of the central themes. More and more guests are specifically choosing "low & no", i.e. non-alcoholic or low-alcoholic beverages, in the catering trade. Food pairing," the combination of beverages with food, is also a trend that underscores the growing interest in conscious enjoyment.
"Conscious enjoyment - with this motto, Bar Convent Berlin is sending an important signal," says Holger Eichele, general manager of the German Brewers Association. As the umbrella organization of the brewing industry, the DBB has been committed to the conscious and moderate consumption of alcoholic beverages in a variety of ways for years. To underscore the importance of this cause, the Brewers' Association presented its DRINK RESPONSIBLY campaign at the Bar Convention. With it, the brewers are promoting a responsible approach to alcohol among young adults. "We support the positive trend among teenagers and young adults, who are enjoying alcoholic beverages more and more consciously because they are aware of the risks that disproportionate alcohol consumption and alcohol abuse entail," Eichele said. At the same time, he said, we must not rest on our laurels in prevention work, but must consistently implement youth protection every day. Service staff in the hospitality industry and sales staff in the retail trade hold a key position when it comes to protecting minors in particular from risks.