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Aldaris Beer Museum opens with the first Latvian Beer Congress

On April 30, one of the most modern beer museums in the Baltics, Aldaris Beer Museum, held an opening ceremony for its customers, business and social partners, and the media in connection with the first Latvian Beer Congress. At the Aldaris Beer Museum, guests can find out more about the variety and charm of beers brewed in Latvia and elsewhere and get familiar with old and modern techniques of making beer, while trying their hand at beer brewing and tasting. “The change of Aldaris’ business strategy has paid off; the public attitude towards Aldaris beer is turning positive, although its financial effect can be only measured in the longer term,” says Margus Kastein, CEO of Saku&Aldaris. Aldaris is still coping with the general market situation in Latvia, which has been unfavourable recently. Latvia’s beer market has dropped by nearly 6 percent over the last three years, while also being faced with regulatory policies. Growth in the craft beer category In the last five years, the average growth of the craft beer segment was pegged at 15 percent and Aldaris has improved its sales performance in this category by 30 percent in 2014 (over 2013). This is expected to continue, albeit at a slower rate. Aldaris is one of three major market players, who are creating a large share of innovations in the craft beer segment. It is also very actively involved in developing a beer culture in Latvia through various activities like beer tasting, master classes for beer fans and business partners and participation in the ‘Night of Museums’, when the doors of the brewery are open to the general public. "The opening of the museum is a significant step forward in developing a beer culture in Latvia and will further the development of tourism in Riga. It will also help to strengthen our local beer power brands and improve our image and reputation. Several breweries have received visitors to introduce them to secrets of brewing, but we offer our visitors much more with a museum with a permanent exposition. Visitors will be able to see various historic elements, get familiar with the basics of brewing and a variety of beers, and can try their hand at brewing," shares Margus. The 1st Latvian Beer Congress The beer museum also has a special representation premises to host different kinds of events. The launch of the museum coincided with the opening of the 1st Latvian Beer Congress, which brought together nearly 100 representatives of Latvia’s beer industry, economists and politicians, as well as foreign guests who discussed trends in the development of beer industry and beer culture in Latvia and worldwide. Garrett Oliver, brew master of Brooklyn Brewery and pioneer of the craft beer culture in the US and a highly influential beer expert, was one of the most sought after guests at the event. He delivered a session about the global craft beer revolution. Bianca Cawthorne from Butterfly London, who worked with many of the world’s influential beverage producers, was also present at the Congress.