Beer Boulevard is a new UMAMI Arena concept for all breweries and suppliers of beer from around the world.
BAREN is a specialized hall at UMAMI Arena dedicated to alcoholic beverages such as cider, beer, wine, and spirits. Here you’ll find Wine Street — the wine alley — which brings suppliers together and increases visibility for wine. Now we are also launching a dedicated street for beer.
Beer Boulevard – the beer street at UMAMI Arena 2027
The idea is to create an area that feels like “a journey through the world of beer.” Here, both small craft breweries and larger suppliers meet, allowing visitors to taste, learn, and experience the diversity of beer culture. Beer Boulevard will give beer increased visibility within the landscape of alcoholic beverages in BAREN.
“Beer Boulevard is our response to the strong growth and interest in beer culture. We want to give beer a clear presence at UMAMI Arena, with an area that brings together breweries and suppliers from across the globe. Visitors can taste, learn, and experience the diversity of the beer market – from national craft beers to international classics,” says Torill Engelberg, Director of UMAMI Arena.
BAREN in Hall B
As an exhibitor in BAREN, you meet relevant professionals working in restaurants, hotels, bars, nightlife, and other licensed venues. Exhibitors in BAREN are suppliers, producers, wholesalers, agents, and distributors of alcoholic beverages and tobacco, and access is therefore restricted to visitors over 20 years old who hold a serving license. Only exhibitors with stands in this section may invite visitors to BAREN.
During UMAMI Arena 2025, BAREN welcomed 5,595 visitors — a result we are very pleased with, especially because exhibitors reported that the right target groups were well represented. This confirms that we are reaching both broadly and precisely.
Do you want to exhibit in Beer Boulevard or in BAREN?
– Contact Sissel Orset for more information and available spaces (see below).
This applies whether you want to exhibit in the BAREN area, in Wine Street especially, in the new Beer Boulevard, or in the other halls at UMAMI Arena.
Here you can see all stand prices and find the registration form
