Barcelona, November 2025
On November 18, 19, and 20, the 38th edition of IBTM World took place at Fira de Barcelona, the leading international trade show for the meetings, incentives, conferences, and events (MICE) sector.
The Barcelona Convention Bureau wanted to draw on Beer Events’ experience in energizing professional spaces, commissioning the management of two local beer bars and the presence of specialized staff during the Networking Hour of the day of meetings and professional networking.
Two distinct bars were installed, each with two beer taps. On one side, the local brewery Espiga offered two traditional styles, while on the other, the brewery Garage provided more avant-garde options. This selection helped reinforce the message of the stand itself, presenting visitors with both the historical and traditional dimension of the city and its more innovative side, adapted to the new needs of the MICE sector.
The closing event became a relaxed meeting point where attendees could enjoy local beer and explanations from our specialized team, completing an experience that combined culture, professionalism, and local identity.
