In the "Braukunstwelt", IREKS brings malts for brewing to life
In the “Braukunstwelt” at Maisel & Friends in Bayreuth, we show how diverse and fascinating malt can be – an interactive experience in which our brewing malt expertise is presented in an impressive way. Whether professional brewer or interested lay(wo)man: Everybody can experience malt with all their senses.Over 160 years of experience combined with state-of-the-art technology make IREKS a specialist in malt production. In the “Braukunstwelt”, we vividly convey the decisive role malt plays in brewing beer – and how varied the influences on the taste, colour and character of beer are.
In the “Braukunstwelt” at Maisel & Friends in Bayreuth, we show how diverse and fascinating malt can be – an interactive experience in which our brewing malt expertise is presented in an impressive way. Whether professional brewer or interested lay(wo)man: Everybody can experience malt with all their senses.Over 160 years of experience combined with state-of-the-art technology make IREKS a specialist in malt production. In the “Braukunstwelt”, we vividly convey the decisive role malt plays in brewing beer – and how varied the influences on the taste, colour and character of beer are.
Interactive malt experience
In the malt room, we show what malt is all about: Visitors not only learn what lies behind the many varities of malt, but also have the chance to touch, smell and, of course, taste them. 3D models enable visitors to compare the different degrees of roasting.
Large interactive screens provide deeper insights into our Company Group: From the careful selection of raw materials and modern production processes to our sustainable commitment - here, it becomes clear what we mean by quality & sustainability. A specially created video shows how malt is produced at IREKS. Additionally, visitors can test their knowledge in an entertaining quiz and look up technical terms in the "Malt Wiki".
From malt to finished beer
While malt is at the centre of the presentation of IREKS, other partners provide exciting insights into their specialist fields, too. The company BarthHaas from Nuremberg, one of the largest hop dealers and specialists in the world, presents around 100 hop varieties, the Research Center Weihenstephan of the Technical University of Munich shares their knowledge on the subject of yeast and the Doemens Academy on the topic of water. The final art of brewing room focuses on the master brewers at Maisel & Friends: Their passion and enthusiasm turn four ingredients into a thousand possibilities. Visitors have the opportunity to earn a beer diploma and design their own beer label.
Over the past few years, the Maisel brewery has put a great deal of effort and creativity into creating the brewery workshop, the “Liebesbier” restaurant and the Urban Art Hotel
in Bayreuth – an ensemble that is known far beyond the borders of Upper Franconia – where beer lovers from near and far feel at home. We are delighted to be able to co-design
our own room on the subject of malt in the new “Braukunstwelt”. The project is an expression of the business relationship between our two family-run companies, which has been
characterised by mutual trust and respect for many decades.
Robert Sprinzl, Commercial Director Malt