Florie Hut (centre)
The big Beer Fest is back: October 30th to November 2nd brings to the Wharf 1846 Bund Promenade the 4th edition of the Shanghai International Beer Festival (SIBF), presented by Stella Artois. We caught up with Florie Hut, marketing impresario of the organisers Bevex, and the mastermind of the SIBF Week, to find out what’s in store for the city’s beer guzzlers.
Tell us a few words about yourself and how you came to Shanghai?
I am French and I arrived in Shanghai 4 years ago. I have studied hospitality management in England and since a very young age, I have always been attracted to the Chinese culture. For someone young, China was a country full of opportunities so I first came to Shanghai to study Chinese and I started working after in an event company.
How does it feel like working at Bevex?
It is crazy, in a good way 😉 Bevex has all the characteristics of a start-up. It is a company that requires a lot of energy and engagement. You wake up thinking about Bevex and you go to bed thinking about Bevex. And if you are not breathing Bevex, my boss The Minh will make sure that you do. When compared to bigger companies, we know that our only competitive advantage is our reactivity so we try to do as much as possible in a day. Of course, there are lots of perks when you work in the event industry.
We have heard about the SIBF Week. Tell us about that.
The SIBF Week is a 10 day celebration of beer. Across the city, different bars and restaurants will offer beer and food matching, beer tasting and there will be many beer related special offers. SIBF Week is followed by the Shanghai International Beer Festival presented by Stella Artois. It will be held from October 20th to October 29th. Each of these F&B venues will also offer free tickets to attend the beer festival when customers order the special SIBF Week deal. This Shanghai International Beer Week is also there to support our exhibitors; it is a way to help them promote their venues. It is obvious that offering special offers right before the festival will help attract new customers. At the same time, we expect those same restaurant customers to visit these exhibitors during the Shanghai International Beer Festival.
What will the program look like?
Sure we have over a dozen of venues doing different promotions. You’ll find all of these offers on our website.
The beer festival is going to coincide with Halloween this time. What special tricks do you have up your sleeves?
Yes this year we are hosting the beer festival at the same time as the Halloween week-end. For the 4th edition of the beer festival, we felt that an Halloween theme would be very appropriate (4 in Chinese has the same pronunciation as death). The whole festival will be decorated with halloween decorations, our performers will be dressed up on Friday and Saturday. This will be the first open air Halloween party for Shanghai, and I am sure everybody will have a blast.
Where: Wharf 1846 Bund Promenade, 601 Waima Lu, near Maojiayuan Lu
When: Oct 30 – Nov 2, 2014
Price: RMB50 at the door (includes one beer)