Glitter in the glass, clear heads at the ready
Every year, INTERNORGA (13–17 March 2026) feels a little like the hospitality world’s big class reunion. This time, things were a little different: fewer clear-cut B2B lines and a more mixed crowd – somewhere between trade visitors, after-work drinks and curious explorers. And us? Right in the middle of it!
Our setup:
34 m², but make it wild
New stand, same footprint, serious attitude: 34 square metres of FREIKOPF under the motto “Alcohol-free has never been this wild.”
Joining the party:
- our classics – the ones you know and love
- plus two newcomers that certainly didn’t have to ask for attention:
- glitteró aperitivo – yes, the one with the glitter
- pink + wildberry (RTD) – ready to drink, easy to love
Spoiler: They stole the show and cast their spell over the visitors.
Full-circle moment:
From 2023 to 2026
There couldn’t have been a better place for it. Because this is exactly where it all began: FREIKOPF made its debut at INTERNORGA in 2023.
Three years later, we were back to launch new products. Same place, new chapter – and a little like coming home. Just louder, busier and with a whole lot more glitter in the glass.
Launch-Moment:
Wenn Drinks für Gespräch sorgen
Our two new products? Launched right there at the show. glitteró aperitivo, in particular, showed exactly where things are heading: flavour meets experience.
Because when a drink doesn’t just taste great but looks spectacular too, exactly what should happen happens: people stop, take a sip and start talking.
Or, as one visitor summed it up perfectly:
“And it actually tastes good too.”
You can watch our trade show highlight video here.
Trends that are here to stay
What we took away from the show was pretty clear:
Alcohol-free has arrived.
It’s no longer a niche or a compromise. For many people – especially younger guests – it’s a conscious choice and a genuine movement.
Aperitif culture is booming.
Light, fresh and social – exactly where glitteró aperitivo hits the sweet spot.
Experience beats pure consumption.
People want more than just a drink. They want moments. And yes, a little glitter helps.
At the heart of it: Unfiltered feedback
What made this INTERNORGA so special? We were close to the action. Really close. Less traditional trade show structure, more direct conversations with consumers and hospitality professionals.
Exactly how we like it – because, at the end of the day, we make all of this for the people drinking our drinks. There were plenty of questions and plenty of curiosity, so we collected it all. You’ll find our answers in our latest News.
Between work and wonderful chaos
Honestly, a week at INTERNORGA rarely feels like work for us.
It feels more like:
- long days
- great conversations
- even better evenings
And yet we’re back at the stand every morning. Why? Because we don’t get hangovers.
Take the stage:
Alcohol-free is here to stay
To round things off, it was time to take the stage once more. On 17 March, Sandra joined a panel discussion on the Open Stage about the alcohol-free market and its future.
The panel’s conclusion: Alcohol-free is not a trend.
It is an established category. One that is growing. One that continues to evolve. And one that has moved firmly into the spotlight – no longer waiting in the wings.
Final verdict: A sparkling success without the buzz
INTERNORGA 2026 may not have been its most conventional edition – but that was exactly what made it so exciting.
For us, it delivered:
- a very special full-circle moment
- two successful product launches
- honest feedback straight from our target audience
- and clear confirmation that the future is sober – and a hell of a lot of fun
Or, in other words: Hangover is over.
