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Serbian Breweries Association Assembly in SOUFFLET Malthouse

24 July | 2019

In June 2019, the Serbian Breweries Association (SBA) organised in Bačka Palanka, Serbia, an assembly meeting in the SOUFFLET Serbia Malthouse.

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In June 2019, the Serbian Breweries Association (SBA) organised in Bačka Palanka, Serbia, an assembly meeting in the SOUFFLET Serbia Malthouse. On this occasion a PR event was organised to present the malthouse, the SBA, its members and the key points of beer industry in Serbia. The media visit of the malthouse was the first event of its kind since 2000, and it turned out to be highly successful: 30 people, including SBA members, stakeholders and journalists, attended the event.

 

A discovery of SOUFFLET, malt production and beer industry in Serbia

In order to give the most thorough presentation of SOUFFLET, the SBA and the Serbian beer industry and market, the media event was organised in two parts: in situ at the SOUFFLET Serbia Malthouse first, and then at a nearby restaurant.

The SOUFFLET Group and the malt production process were presented at the SOUFFLET Malthouse. This was a first for Serbian media representatives (journalists from regional and national media), who were given the opportunity to learn more about the French group and its renowned expertise in the barley-malt industry. They were accompanied by various stakeholders (the Small Breweries Association, Krugher & Brent brewery, Petrovec hop producer, Ernst&Young and Beer Symposium) and SBA member companies: Apatin Brewery (Molson Coors), Carlsberg Serbia, Heineken Serbia and SOUFFLET Serbia. The latter and topics related to Serbian beer industry were presented at length during the follow-up meeting at a nearby restaurant. Among the strong points that were discussed: the economic impact of beer industry, the weight of domestic supply (malt from Serbia is present in 12% of overall imported beer in the EU, according to 2018 data) and the importance of locally produced barley and malt for top-quality beer.

The event ended on a cheerful note, with a quiz about beer facts. The day proved to be a success, with journalists having a great time, thanking SOUFFLET for organising such an event. The following media coverage reported positive stories about the malthouse, beer industry in Serbia and SOUFFLET.

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