Review: 1st Weihenstephan Entrepreneurs' Day 2025 – Innovation meets tradition

On October 15, 2025, the first Weihenstephan Entrepreneurship Day took place at the Weihenstephan Campus in Freising (TUM). The venue was the BayWa Co-Working Space, an ideal setting for brewing and beverage innovations, exchanges between start-ups, companies, and academia, and new impetus for Bavarian SMEs.

Experts, entrepreneurs, and interested parties from the brewing and beverage industry, finance, and consulting took advantage of the opportunity to learn about new technologies, sustainable innovations, and practical insights.

Host and organization

The Entrepreneur Day was organized by VBW Asset Trade, represented by Norbert Zierer, together with TUM Venture Lab Weihenstephan, represented by Dr.-Ing. Roman Werner. Together, they created a platform that connects science, start-ups, and established companies and strengthens the innovative power of the brewing and beverage industry in Bavaria.

Exciting ideas from research, business, and the start-up scene

The event began with a welcome address by Prof. Dr.-Ing. Thomas Becker, Chair of Brewing and Beverage Technology at TUM. He emphasized the importance of innovation, cooperation, and interdisciplinary collaboration in order to successfully master the challenges of the future. The program offered an exciting mix of practical reports, forward-looking technologies, and creative ideas.

Christian Fiederling (BayBG) offered a particularly interesting perspective from outside the industry, providing a neutral assessment of the challenges and opportunities facing Bavarian SME breweries, a perspective that was particularly valuable for the entrepreneurs in the audience. This contribution was complemented by Dr. Friedrich Droste (Simon Capital Management GmbH), who used examples from food, biotech, and beverage innovations to illustrate how innovative start-ups can be successfully financed.

Steffen Marx (Giesinger Biermanufaktur) took a completely different approach, giving an authentic account of how he set up and developed his brewery with the help of crowdfunding, thus bridging the gap between entrepreneurial courage, innovation, and practical implementation.

The topic of artificial intelligence in workflows was a common thread running through several presentations: Dr. Malaika Fischer (SCE gGmbH) presented visionary approaches for virtual employees and the working world of tomorrow, while Héloïse Le Bars from the start-up myEasyFarm demonstrated how data analysis and AI applications are already creating concrete added value for process optimization today.

Another innovative approach came from Fabian Schlang (air up GmbH), who demonstrated how aroma capsules attached to bottles or straws can be used to rethink the taste experience—water is transformed into “iced tea” in a surprising way, and familiar processes are viewed from a different perspective.

Dr. Stefan Lustig (Lustig Beverage Consulting) also offered new perspectives on tried-and-tested methods in his presentation “Beer & Beyond – Opportunity or Risk for Innovative Brewers?”, in which he highlighted the opportunities available to breweries in developing new concepts.

At the same time, an experienced industry representative and a young start-up faced off: Mr. Rittenauer (Maliply) and Ms. Denise Ilogu (Circular Grain) showed how spent grain, a by-product of the brewing process, can be transformed in various ways into sustainable products such as meat or milk substitutes.

The presentations were rounded off with practical insights ranging from new technologies and creative approaches to beverage development to financing options. These insights showed how ideas can be translated from theory into entrepreneurial reality—a successful bridge from innovation to practical implementation.

Full house and lively discussions

Many participants filled the hall—a clear sign of the great interest in sustainable innovation and future-oriented solutions in the brewing and beverage industry. The presentations and discussions showed how bold thinking, cooperation, and new technologies can further advance the industry.

Gratitude and outlook

We would like to express our sincere thanks to all speakers, partners, and helpers who contributed to the success of the first Weihenstephan Entrepreneurs' Day. Without their commitment and expertise, the event would not have been possible.

After a successful start, we are eagerly looking forward to the Weihenstephan Entrepreneurs' Day 2026. With fresh ideas, new partnerships, and a growing community, we will continue to promote dialogue on innovation, sustainability, and the future of the brewing and beverage industry.