During the past decade the 'Beer City' or 'Ir Ha'bira' Festival has become one of the most popular cultural events in the country. The festival is a collaboration between the municipality of Tel Aviv and TEMPO (the experts of beer production in Israel). The two day festival in Tel Aviv is an attraction for the younger generation and offers many food stands, street performances, art stands, a flee market and a variety of performances and concerts. Over the years, the festival became one of the most popular events offered in Israel, and an outstanding success both from both artistic and business perspectives. Each area in the location of the festival is focused on a different type of beer produced by Tempo. In addition to displaying the beer, the area is designed according to the style suitable for the specific beer, with music and other decorations.

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