Paulaner beer is being brewed in China for a long time now. Beer connoisseurs say, however, that it tastes different than the Paulaner beer you get in Germany. Since I am not a beer drinker, I can only rely on them, and concur that the imported beer tastes better.

Timely enough, this coming Friday, August 10th the first Jarltech Beerfest will take place in China. In Shenzhen-Shekou we found a lovely beer hall, supported by Paulaner, and run by a German.

We have invited 120 guests to this Bavarian-designed event - and we received 120 acceptances. Something worth mentioning: the customers are not all from the local area, but rather, from all 10 of our Chinese offices, where the most important customers were invited. Taking part are 60 top customers, with whom we will spend the weekend after on Hainan Island. So, for these customers, the Beerfest means more stress than for a normal trip.

When we plan events in foreign countries we always try to make it as local an event as possible, as if we were a local company in that particular country. We started our business in China with this approach but had almost squandered an important essential strength. Because here the German (and European) roots make a good impression.

The Beerfest is also the release party for our first Chinese catalogue. Just before printing we removed our Asian cover girl and replaced her with our blond European model. The unanimous opinion of our Chinese marketing employees was: great! Now we just have to teach our Chinese customers to drink beer! :)

Ok, so maybe I should look for my Lederhosen for Friday...