FREYHEIT Summit München 2026

FREYHEIT SUMMIT MUNICH 2026 – THE INDUSTRY EVENT FOR NON-ALCOHOLIC BEVERAGES

🗓️ Monday, July 27, 2026
📍 Pineapple Park Munich, Arnulfstraße 195

The market for non-alcoholic beverages is growing. The question is no longer “if,” but “how fast,” and “who will be part of it.”

The FREYHEIT Summit is Germany’s first true trade conference dedicated to non-alcoholic beverages: curated and featuring top-tier participants—over 50 brands. 300–400 industry professionals from retail, specialty stores, the foodservice sector, the hospitality industry, and catering. Sales representatives and decision-makers.

A day that provides direction.

The program:

🥂 Tasting:over 50 brands available all day long
🎤 Keynotes:Market trends, category development, the future of the non-alcoholic beverage menu
💬 Panels:Retail and foodservice professionals in direct dialogue with producers
🍹 Masterclasses: guided tastings with industry professionals
🤝 Matchmaking: 1-on-1 meetings in 15-minute slots between brands and buyers

Tickets:

📋 Professional Ticket (39 €):a full day of keynotes, panels, masterclasses, tastings of all brands, and networking
🎓 Student Ticket (€19):For apprentices and students in the restaurant, hospitality, and food retail industries. Proof of enrollment required.
🍽️ Summit Dinner Ticket (€55): The evening before the Summit—a cozy and relaxed atmosphere with great food and delicious non-alcoholic drinks, all-inclusive. An exclusive gathering of brands, media, press, and industry professionals—limited to 100 seats.

🎟️ Secure your ticket now and help shape the market of tomorrow.

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Masterclasses:

11:00 a.m.–12:00 p.m.: “What Everyone Should Know About Non-Alcoholic Wine” – Frédéric Chouquet Stringer
Frédéric Chouquet is a sommelier and one of the most prominent experts on non-alcoholic wines in the German-speaking world. In his masterclass, he’ll answer the questions everyone is asking: guests, service staff, and buyers.

12:00–1:00 p.m.: “More Than Just Proxies: Fermented Beverages as the Next Category for the Non-Alcoholic Menu” – Rico Birndt
Rico Birndt was the head chef at Mural, one of Munich’s most creative restaurants, and is now the driving force behind June Restaurant. He ferments his own beverages—shrubs, kombucha, wild blueberries with rosemary, and blackcurrant wood—and demonstrates how fermented beverages belong on every good menu as non-alcoholic accompaniments, whether homemade or store-bought.

1:00 PM – 2:00 PM: “The New Menu Accompaniment—Proxies at the Table” – Gerhard Retter & Werner Retter
Gerhard Retter is one of Europe’s most renowned sommeliers, a multiple award winner, and has been a leading voice in the Austrian and international wine world for decades. Together with Werner Retter, he demonstrates how “proxies”—high-quality non-alcoholic wine pairings—work on the menu and what to consider when pairing food and drinks.

2:00 PM – 3:00 PM: “If You Understand Spirits, You Understand Non-Alcoholic Beverages” – Hercules Tsibis
Hercules Tsibis is a restaurateur with decades of experience in the premium segment, both in Munich and internationally. With Ouzero, he has developed one of the most exciting non-alcoholic products of recent years—a non-alcoholic ouzo that combines cultural identity and craftsmanship. He speaks from the perspective of an experienced restaurateur who knows both worlds.

3:00 PM – 4:00 PM: “Proxy Pioneers · The Story Behind the Bottle” – Bram Kerkhof (Arensbak) & Erika Eklundh (Gnista) – ENGLISH
Bram Kerkhof is the creative force behind Arensbak, one of Scandinavia’s most exciting proxy brands. Erika Eklundh is the founder of Gnista, also from the Nordic region. Together, they’ll share the story of how the proxy category came to be: the craftsmanship, the philosophy, and why Scandinavia is leading the way here.

4:00 PM – 5:00 PM: “Is Non-Alcoholic the Savior of the Hospitality Industry?” - Panel discussion with Michaela Schmitz-Guggenbichler (DEHOGA Bavaria), Tim Rühle (fit&fröhlich), and a sommelier (TBA)
The hospitality industry is under pressure—rising costs, changing guest preferences, and declining alcohol consumption. At the same time, the range of high-quality non-alcoholic alternatives is growing faster than ever before. But does non-alcoholic really solve a problem, or does it create new ones? DEHOGA Bavaria, representatives from the hospitality industry, and a sommelier will discuss what non-alcoholic options mean for the future of the hospitality industry and what opportunities they present.