And it raises the current question of whether alcohol consumption in Germany is actually normal or, above all, socially normalized. The general seminar “Craft and Culture: Germany and Its Beer History(ies),” which took place from September 15 to 18, 2026, in Thalhausen near Freising, explored these historical and contemporary contexts. Under the direction of Dr. Anselm Feldmann , head of the KAAD’s Asia Division, 18 current and former scholars from 16 countries explored the cultural significance of beer and the ambivalence surrounding alcohol consumption. A unique feature of the seminar was the self-catering format, through which the participants planned and prepared their meals together. To better understand the cultural significance of beer and its social role in Germany, the participants first explored the craft of brewing and its historical context. During a guided tour of the Weihenstephan State Brewery, they gained insights into the brewing process as well as the history of brewing and the brewery itself, which is considered the oldest in the world. Afterward, at the Munich Beer and Oktoberfest Museum, they traced the development of beer culture and the Oktoberfest. Using the example of brewing, they also learned how industrialization transformed a traditional craft and gave rise to new economic connections. In doing so, they considered not only the breweries themselves but also their connections to agriculture, trade, and the restaurant industry. Another focus of the seminar was the role of alcohol in various social and cultural contexts, as well as the health and social risks associated with its consumption. KAAD scholars Adriana Tamara Lamboglia , Manilee Lorraine Panares-Pagapula-an, and KAAD scholar William Wijaya prepared a presentation and group exercises on this topic. Adriana’s research on addiction was also incorporated into the joint preparation.” while taking into account different cultural habits and meanings. As a central component of the session, the three facilitators led an interactive exercise based on everyday situations involving alcohol consumption. The examples served to discuss reasons for drinking and the influence of the social and cultural environment. The group also explored when alcohol consumption becomes problematic and what options exist for addressing it. According to tradition, a bear killed Korbinian’s pack animal during a journey and was thereafter forced to carry his luggage. Accepting the situation and transforming it into something positive over the long term can be liberating. Alcohol addiction is often the opposite: the short-term escape from stress and difficult experiences can lead deeper and deeper into crisis. Engaging with other everyday cultures also involves asking which habits one adopts and which ones one questions. Viewing what is supposedly “typically German” from different cultural perspectives, in particular, encourages reflection on one’s own assumptions and is an integral part of intercultural learning at KAAD.
