Every year in mid-November Ghent plays host to over 600 exhibitors with over 3,000 brands as they display their finest hospitality products and services at the annual HORECA expo. HORECA is about everything to do with the ‘on-trade’ - be it restaurants, hotels or bars. At the expo you’ll find passionate local and international companies covering every possible aspect of the hospitality industry.
This year, as a part of the Van Steenberge Brewery, St. Stefanus was presented to the crowd for the very first time and we asked our Master Brewer, Jef Versele, to give you his thoughts on this year’s event. To find out more simply watch the video below.
Jef also noted that this year’s HORECA revealed some clear trends - Belgian brewers are spending more and more time on the presentation of their products. Unique glassware has always been a feature of the Belgian beer experience, so much so that some are becoming pieces of art. But now many brewers, like Omer, are also applying these same design considerations to the bottle itself. Jef noted that customers are often first attracted to the look of the bottle and then fall in love with the taste, making the importance of the packaging clear to see.
To hear more about this year's HORECA expo, keep an eye out for our next video that also features interviews with a variety of breweries.