Starkbierfest. Aventinusfest. Madnessfest! Madness? Almost suicidally so, I'd say, a fest where the main beverage is a glass of beer with almost 7! units of alcohol.
The interesting part about Schneider is that they hold their fans in special regard. They even have fanclubs all over the world which they support and every year there's a fanclubtreffen. This year the treffen was in Eindhoven.