€180 – €240

IBD Innovation Masterclass - Pilsen 2018

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Plzensky Prazdroj Brewery



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Event description


A seminar on innovation in brewing and distilling

“Innovation is to see what everybody sees and thinking what nobody has thought”

Very simply put, innovation is about staying relevant. Innovation is the lifeblood of business growth by getting the right product or service to the right people at the right time.

In the vast sea of innovation, companies that take the largest risk, close the biggest gaps and solve the most wicked problems are rewarded with the title of true innovators and leaders by their consumers and peers. Innovation has become a key strategy to attract and retain your customers in a fickle market.

Yet, often Innovation efforts can be uncoordinated, out of sequence, either cutting corners or over-engineered. Innovation initiatives often start with generating broad ideas out of context. Heavyweight processes bring the deadweight of bureaucracy. Agility is stifled by too much control. In short, innovation management is often too complicated.

The IBD Innovation Masterclass will provide a fresh perspective on how to successfully approach innovation with international speakers from craft brewing and the Scotch Whisky industry as well as academia and suppliers. The technical seminar will be framed by a fantastic social program and technical visits with superb networking opportunities with attendees from brewers, distillers and suppliers large and small.

For good ideas and true innovation you need human interaction, conflict, argument and debate. Come and join us to do exactly that at the IBD Innovation Masterclass in Plzen 16-18th of May 2018.


Wednesday 16th May - Welcome to Pilsen

17.30 - Welcome Garden party

Live grill stations and buffet by the Czech National Culinary team.

Thursday 17th May - Technical Innovation Seminar

8.15 - Registration & Coffee

8.45 - Welcome to the 3rd IBD Masterclass

Jerry Avis (IBD Chief Executive) and Michaela Appelbee-Miedl (IBD International Section Chair)

9.15 - Introduction to the Czech Brewing landscape and history. Can tradition and innovation successfully co-exist?

Grant McKenzie ( Marketing and Innovation Director Asahi Europe Group)

9.45 - Keynote - Idea to Value. What are the hallmarks of successful innovation?

10.45 - Tutored tasting of innovations in the non-alcoholic category

Lenka Strakova (Brewmaster Specialist, Plzensky Prazdroj)

11.15 - Innovation in craft brewing

11.45 - Innovation in Scotch Whisky

12.15 - Lunch at Na Spilce - Traditional Czech specialities

13.30 - Innovation Technical Talk 3

14.00 - Innovation and By-Product Valorisation in Brewing

14.30 - Panel Discussion & Q&A with the audience

15.30 - Brewery Tour & beer tasting

19.00 - Gala Dinner prepared by the Czech National Culinary team.

A delicious international menu reflecting the diversity of the attendees perfectly matching each course with beer.

Friday 18th May - Technical Visits

9.00 - Choice of two technical visits

Bohemia Sekt (sparkling wine producer) or Stock Distillery (spirits and bitter producer)

Registration Fee

IBD Members 180 EUR inc VAT
Non-IBD Members 240 EUR inc VAT

The Registration Fee includes..

  • Bus transfer from Prague airport to Plzen
  • Welcome garden party with BBQ by the National Czech Culinary Team.
  • Technical Seminar with 6 presentations on Innovation including a tutored beer tasting, coffe breaks and a lunch of Czech specialties.
  • A brewery and cellar tour with the Plzensky Prazdroj brewmasters including a tutored tasting.
  • Gala dinner with food and beers inspired by the diversity of cultures in Europe by the Czech National Culinary Team.
  • A choice of two technical visits. (Bohemia Sekt or Stock Distillery)
  • Bus transfer from Plzen to Prague airport


Courtyard by Marriott Pilsen

Sady 5. kvetna 57

Plzen, 301 00 Czech Republic

Phone: +420 373 370 100

Rates per room and night including breakfast:

Single room: 85 EUR

Double room: 95 EUR

Please make your reservation with the hotel directly by e-mailing: pilsen.reservations@courtyard.com and quoting " IBD Masterclass".

The preferential group rates apply if booking is made before the 15th of April.

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Plzensky Prazdroj Brewery



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Refunds up to 30 days before event

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