Mona Okroy-Hellweg
Senior Manager Marketing and Communications
IVAM Microtechnology Network
Aug. 5, 2019
Mona Okroy-Hellweg
Senior Manager Marketing and Communications
IVAM Microtechnology Network

„Feierabendbier“ – How a beer after work can help to accelerate your business!

International Beer Day – a day for fans of hops and malt

Beer lovers and breweries started in 2007 to celebrate the International Beer Day (IBD). It is celebrated every first Friday in August. According to Wikipedia it started as a small event in the western United States and grew to be a worldwide holiday for friends of hops and malt. 

German beer culture - customs in many varieties

In Germany, a 500-year-old purity law applies, which is prescribed for the production of beer and there are more than 1,500 breweries, which together produce around 6,000 different beers. You can find many interesting facts like this at . 

Since the IVAM office in Germany is located in the heart of the beer region Westphalia, there is no getting away from taking a quick look at the role of beer in everyday life in Germany. 

The impression often spread throughout the world that German men and women regularly grab beer in dirndls and lederhosen is not really correct, but rather a snapshot of the Bavarian Oktoberfest and its sister events in autumn. 

However, it is definitely the case that the beer culture has become an integral part of everyday German life and speech. 

One example is the German "Biergarten". Of course there are open-air restaurants, especially those belonging to breweries, in which beer plays the main role, but in common usage beer garden simply means "outdoor gastronomy". There is no obligation to drink a beer in the beer garden. Coffee and Coke are allowed too!

Another example is the firm implementation of the term "Feierabendbier”. In hardly any other country apart from Germany does after-work beer play such an important socio-cultural role. For the workers in the Ruhr area mines of the 60s and 70s, it was still primarily used for rehydration after hard working days “underground”. 

The common after-work ritual in small corner pubs or at the regionally typical "Trinkhalle" (a traditional kiosk in the Ruhr area) has marked the transition between working-day creativity and evening rest for generations. 

In the age of globalization and digitalization, the tradition of the common ending of the day with a cool beer seems to be slowly disappearing.

Exhibitor Beer: After the fair there is something to drink

IVAM has developed a variant to transfer the beautiful tradition of the common drink into international high-tech business: As an international business network, the networking idea is the focus of all our joint booth platforms. This is why IVAM has been organizing the “Exhibitor Beer” regularly for more than 10 years after the daily end of the fair.

The aim is to provide the exhibitors and their (new) customers with a pleasant conclusion and the framework for further discussions - while the traffic chaos rages in front of the exhibition halls. 

Here are some impressions of the IVAM exhibitor beer occasions:

Bavarian Helles, wheat beer, Westphalian Pils, Düsseldorf Alt or even Kölsch? The only point of contention remains, which of the 6000 beer varieties will be offered in the IVAM Lounge at COMPAMED! In any case, there will also be non-alcoholic beer varieties, which the exhibitors like more from year to year!

If you are interested in visiting an IVAM exhibitor beer or in exhibiting with IVAM, please do not hesitate to contact us.