With respect to German beer culture, there is one project that really makes a difference: the Biersommelier School offered by the Doemens Academy in Munich and the Austrian consumer organization Bier IG is probably the most sought-after advanced training for brewers, culinary professionals and retailers alike. This sold-out seminar has been offered twice a year since 2004. Attendees learn all about beer, the brewing process, the ingredients, the styles, tastes and pairings with food. After many challenging tests, they leave the school with a diploma.
“Our desire is to make people ambassadors of beer to promote the culture and diversity,” says sensory expert, chief executive and headmaster of Doemens Akademie Dr. Wolfgang Stempfl. The class has raised the awareness among brewers that they need to embrace diversity, rather than conform to mass taste. Stempfl sees good chances that this will have its effect on the product range as well: “We need beers that are more elaborate, complex and costly, that create a higher value to the consumer, so that they are willing to pay more.”