UMAMI Arena is strengthening its international focus and has entered into a collaboration with the Norwegian-German Chamber of Commerce for a German pavilion in 2027.
“UMAMI Arena is the industry’s largest meeting place in the Nordic region, and that is precisely why this is an important investment for us. Here, German producers meet the right decision-makers at one and the same arena,” says Susanne Hawkins, Head of Exhibition at the Norwegian-German Chamber of Commerce.
Wine and beer are the focal point when German producers are invited to meet Nordic buyers, horeca and industry players.
“The cooperation with the Norwegian-German Chamber of Commerce is a new, important step in our international development,” says UMAMI Arena’s Director Torill Engelberg.
“The Norwegian-German Chamber of Commerce knows which producers want to invest internationally and how best to facilitate an efficient entry into the Nordic market. Through their established network, they will recruit solid exhibitors, ensure quality participation and contribute with practical and commercial support that makes the venture safe for both producers, purchasers and decision-makers,” Engelberg says.
Business and professional replenishment
The German pavilion will be an area with a distinct identity. The ambition of the Norwegian-German Chamber of Commerce is to create an attractive and inclusive meeting place.
The German pavilion will give Norwegian and Nordic buyers and decision-makers easier access to new producers, direct dialogue with suppliers, and the opportunity to discover products that are otherwise not available on the Norwegian market today.
“When several players stand together, you can achieve a completely different impact and presence,” says Vangen Jordet.
“This will be an arena for both business and professional replenishment. We want to facilitate good meetings and new relationships, and at the same time offer lectures and gatherings,” says Hawkins.
This gives the German pavilion a clear anchorage in UMAMI Arena’s beverage segment.
“The German pavilion will be placed centrally in UMAMI Arena’s beverage concept, with visibility both in Wine Street and Beer Boulevard – two thematic main arteries for wine and beer players in Hall B – BAREN,” Engelberg explains.
Quality and breadth from Germany
Germany has long-established traditions in wine and beer, and is known for high quality, strong professional environments and clear regional characteristics. The aim is now to display this breadth.
“Germany is not just Riesling,” says Hawkins and smiles.
“We want to show off the diversity and bring out the quality of what is produced. When one sees the German flag, it should indicate quality. That is the experience we want to build up during this initiative.”
The Norwegian-German Chamber of Commerce stands behind planning and implementation of the German pavilion.
“We provide a turnkey solution for the German exhibitors. They should be able to come to a ready-assembled stand, and spend the time meeting customers and presenting their products,” says Vangen Jordet.
Opening doors to the Norwegian market
With in-depth knowledge of both the German and Norwegian markets, the chamber of commerce will also contribute with insight, networks and practical facilitation for the exhibitors.
“We know both markets well and can help make the way into the Norwegian and Nordic markets easier for German producers,” Hawkins explains.
“A German pavilion at UMAMI Arena provides new impulses, new flavours, new players and increased value, both for exhibitors and visitors,” Engelberg concludes.
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