Come and grow – the spoga+gafa blog » 3 questions to ... » “We have got a lot of things that will make the hearts of our fans beat faster” – an interview with Michael Reuter (Weber)

“We have got a lot of things that will make the hearts of our fans beat faster” – an interview with Michael Reuter (Weber)

Michael Reuter, Executive Director Germany at Weber-Stephen – Photo: Weber

The BBQ expert Weber-Stephen is represented at spoga+gafa, the biggest garden trade fair in the world, in Cologne again this year. Traditionally, the American company presents its extensive world of products throughout the whole of Hall 1. We spoke to Michael Reuter, Executive Director Germany at Weber-Stephen about the imminent trade fair event.

Mr Reuter, the stand of Weber at spoga+gafa is always particularly impressive. What awaits the trade visitors at the trade fair in Hall 1 this year?

Reuter: At Weber everything lies under the motto “It’s your taste” this year. It´s Weber“. We are inviting our visitors to experience unique barbecue moments with us. On a stand spanning 1,000 square meters, we will be presenting four worlds of experience: Whether charcoal or gas grills or our product lines Pulse and Q – there’s the right solution for all tastes. Our Weber grill masters will be available on-site to answer any questions and will demonstrate the right tricks for grilling, smoking and co. in the live cooking presentations.

What new products can the barbecue fans look forward to?

Reuter: We have lots of things that will make the hearts of our fans beat faster: In terms of the traditionalists among the grillers, among others, totally revamped charcoal grills from the Master-Touch® and Kettle ranges. The Master-Touch® Premium E-5770 and SE E-5775 models offer perfect temperature control thanks to the char ring, diffuser plate and the new P-shaped ventilation holes. This enables the temperature to be kept constant for several hours – essential for the popular preparation types, low and slow grilling and smoking.

Two of the product ranges of the Weber all-rounders, the gas grills, have been extended: in the case of the Genesis-II series in addition to a new look with stainless steel aroma bars and warming racks, above all the GBS grill guarantees even more BBQ enjoyment. The new models that are equipped with three or four burners, a powerful Sear Station, the innovative GS4 system and practical side burners for even more preparation options, leave no wishes unanswered. For beginners on the gas grill scene, we have extended the Spirit II product range to include the three models E-320, S-320 and E-220: Here too, the GS4 high-performance grill system, Flavouriser Bars and the GBS grill provide a BBQ experience in a class of its own and the best Weber taste.

Weber has decisively contributed towards the fact that barbecuing has become an all-year theme. Which campaigns have you planned this year to further push the topic of winter BBQs?

Reuter: This year we are primarily relying on attention-grabbing, emotional campaigns during the Christmas season to further place the emphasis on grilling in winter. Because those, who present a grill as a gift at this time of togetherness, not only demonstrate their appreciation, but also invite the recipients to many further joint moments. Whether directly during the Christmas break, in the months that follow with winter barbecues or the classic summer option.

Weber´s Wintergrillen – Photo: Weber

In line with the Christmas period, we are presenting the new gas grill, Spirit S-210, together with a premium cutlery set and the red limited editions of the Master-Touch. On purchasing the electric grill, Pulse 2000 with an integrated cart, the customers receive a hood free of charge which protects the grill ideally against bad weather effects. And to be well-equipped for grilling in winter, on purchasing a grill the customer receives a free Weber scarf. We recommend our standard book “Weber’s winter grilling” that includes delicious recipes for the cold winter months, for all those, who want to defy the snow and cold. Of course, we are once again supporting our dealers and partners during the winter months and over Christmas with extensive marketing campaigns.


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