Hi Mark! It has come to our attention that the traditionally European celebration Oktoberfest has been gaining a lot of traction in the UK this year. Can you tell us a little about the holiday?
“Well it has taken over 200 years to reach our dry and dusty shores. It started in Munich in about 1810. In reality it started as a good reason to throw loads of beer down your neck and remains that way! The proper Oktoberfest in Munich, I think actually starts in September and lasts a couple of weeks. However, it has mutated throughout much of Europe and many other parts of the world. It has become the go to name for a big summer beer party!”
That sounds like a lot of fun! What do you think has led to it capturing the attention of the UK public recently?
“For the very reason that it is a great time to have big outdoor parties where beer can be supped in large quantities. I think there are many reasons for its sudden growth. Many people will have gone as tourists to the real thing and think this is something we can replicate back home. With the rapid development of craft breweries it is an opportunity to get exposure on a local level. Naturally many of the big breweries love the concept as do event companies, independent bars, local authorities, hospitality organisations, and everybody who likes beer!”
And who can blame them! So what sort of party product is out there for this event?
“There are many variations of dress-up, generally copying the traditional Bavarian style; Lederhosen for men, Dirndl blouses and dresses for women and of course Tyrolean hats. Today there also many forms of decorations such as bunting, flags, garlands, streamers and hanging decorations.”
So there really is something for everyone. Does it fill the gap between summer and Halloween quite nicely?
“Yes it is a very timely opportunity in that flattish period just before Halloween. For Boland as a pan-European distributor it is very significant. In the UK it started to ‘kick’ off in 2016/2017, but we can expect a great deal of growth here in the next few years.”
Has Boland Party introduced any new Oktoberfest ranges for 2018 that retailers should know about?
“In 2018 we introduced approximately ten completely new items. I would suggest that retailers look at the complete range of decorations, especially bunting. Our half litre beer mug is selling very quickly as well, I can’t understand why!”
It sounds like we’d better get into the swing of things then. ‘Prost!’
“Steady on Jacqui, I know it’s hot and sunny but it is only 8:00 in the morning!”
