In the early days of FORST special beer brewery, engineer Luis Fuchs and Margarethe Fuchs, a formidable couple, recognized the immense potential of a wide-reaching public event. They astutely leveraged this opportunity to promote their brand. Back in 1952, the brewery secured a permanent presence at the Rome Street exhibition grounds of Fiera Bolzano, establishing its very own FORST beer tavern.
Their mission was clear: Margarethe aimed to showcase FORST's identity, values, and ethical principles to trade fair visitors while also extending the brand's influence beyond the borders of South Tyrol and into the global arena. Central to this strategy was the exceptional beer service and the delightful tasting experiences offered to refresh visitors. Through these efforts, the brewery cemented its association with South Tyrol and positioned itself as the quintessential beer of the homeland.
Reflecting on her grandmother's legacy, Cellina von Mannstein, who continues the family tradition, spoke of how her grandmother was ahead of her time in branding and visual communication. This included creatively designed large-scale advertising posters at the exhibition grounds' entrance and prominently displayed FORST beer barrels on ornate carriages during festive processions at the trade fair openings. A FORST beer became synonymous with a visit to Bolzano, best enjoyed with a typical 'Marende' platter or other South Tyrolean delicacies, whether in the beer garden of the former trade fair restaurant on Rome Street, the 'Messestüberl' with its iconic tower, or the new FORST Season
and Brasserie 1857.
During the initial years after relocating to the current exhibition grounds, a specially brewed trade fair beer flowed freely, freshly tapped from barrels adorned with intricate wood carvings and served on custom-made wooden beer coasters.
Furthermore, FORST
consistently introduces product innovations and their traditional Christmas
beer at the Bolzano Trade Fairs. Beyond promoting their own products, the
Algund specialty beer brewery has utilized these trade fair platforms since the
1950s to engage in social initiatives and expand their network.
Within the FORST venues, they cultivate relationships with publishers, resellers, and potential customers in a convivial atmosphere, forging new partnerships, particularly within their extensive sponsorship activities.
Each year, the exhibition grounds welcome not only prominent figures from the business and society but also renowned athletes. It's a win-win situation for both the trade fair and the brewery, a partnership that has thrived for over 70 years.
