You know consumer trends are drastically changing when the home of one of the world’s biggest celebrations of beer adds an alcohol-free space.
Yep, Munich - home of the legendary Oktoberfest - has created an area near its central railway station where sad ass revellers can drink zero-alcohol beers.
Called Die Null (The Zero), the venue will serve exclusively alcohol-free drinks to visitors before the festival, which is due to be held for the 189th time from September 21 to October 6.
The decision to open Die Null was also partly taken in an attempt to curb anti-social behaviour before and during Oktoberfest, when thousands of beer fans descend on the city of Munich to raise a stein or two… or three.
Local government officials decided to position the alcohol-free beer garden in the middle of the city so that it would be “anchored in the centre of society.”
Die Null was opened by Munich city mayor Dieter Reiter last week and will remain open until the provisional date of September 15 to encourage a peaceful build-up to Oktoberfest.
Guests at the open-air, alcohol-free establishment will be allowed to bring their own food, and there will be free live entertainment provided by bands, choirs and DJs. Soft drinks, mocktails, juices, water and non-alcoholic beers will be on offer to thirsty visitors.
It just doesn't sound all that festive to me.
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