Oktoberfest gathers beer connoisseurs from around the world for a weeks-long festival in southern Germany. A staple of German culture for generations, the event emphasizes the ideals of cheerfulness and peace of mind. The Germans call this ideal gemütlichkeit (geh-moo-leek-kite). It is the Oktoberfest brand, referring to an experience that induces warmness while promoting a sense of belonging, social acceptance, and coziness. Oktoberfest celebrators across the world strive to..