On February 6th and 7th, 2025, we attended the GLUG fair in Aarau, Switzerland. According to the organizers’ reports, 780 visitors engaged with the 110 exhibitors at the Reithalle in Aarau, marking an impressive 13% increase in attendance for the third edition of the fair. In addition, the GLUG Brewers Challenge and the Swiss Cider Award took place as part of the event.

Impressions and Experiences at the GLUG Fair

GLUG 25 provided an excellent platform to discuss industry-specific trends and developments. From the moment we stepped onto the fairgrounds, the positive atmosphere was palpable, as experts from all over Switzerland and neighboring countries gathered. Intense discussions covering both technical innovations and market strategies were on the agenda throughout the day.

Networking and Valuable Contacts

Beyond the technical discussions, networking was another key aspect of our visit. We seized every opportunity to engage in conversations with representatives from the Swiss beer and brewing industry. In doing so, we not only established new contacts but also maintained long-standing relationships. It became clear that direct interaction—beyond presentations and workshops—can make all the difference, and that personal contact remains indispensable. The diverse range of exhibitors and visitors contributed to a comprehensive overview of the market.

Visit to the Swiss Brewers’ Roundtable

A special highlight of our fair visit was the subsequent visit to the Swiss Brewers’ Roundtable. After an intense and informative fair program, we had the chance to gather once more in a convivial setting with the “makers of the industry.” This roundtable also provided room for various relaxed conversations. In an open and jovial atmosphere, topics were discussed that are often overlooked in a more formal fair setting. The encounters and discussions that evening perfectly complemented the fair visit and demonstrated the importance of networking events outside of fairs.

Conclusion

For KASPAR SCHULZ, GLUG 25 offered an excellent opportunity to gain insights into international market trends while simultaneously expanding our network. We were able to establish new contacts and reconnect with important long-standing partners and customers, making the fair a resounding success for us.