FAMOUS LAST WORDS: Messe Friedrichshafen has got the message at last: A good trade show is not only about the major brands that exhibit their latest products and innovations. In the late afternoon of a fair, it is the good choice of drinks that really matters to many visitors. The editor of these lines went to America to attend to the Outdoor Retailer Winter Market in Salt Lake City earlier this year. The guycame to the show overloaded with European stereotypes that Americans do not know how to run a party properly and excessively. In fact, Europe should know: Americans do know how to party – even in the state of Utah where access to alcohol is sort of difficult. While happy hours at the OutDoor show usually start at 5 p.m., at OR the bottles are already opened at 3 or 4 pm. This is partially due to the lightness of Mormon-styled beer, of which an average catholic Belgian or Czech needs at least 10 liters to feel the slightest impact. While Messe Friedrichshafen has never claimed to host the largest outdoor show in the world, it clearly sensed an opportunity in this field: Hall A1, the biggest exhibition hall on the venue, is no longer called Hall A1. Thanks to a sponsoring deal, it is now Rothaus Hall – named after a local brewery.