No.1 travel guide for Belgium; dedicated to Belgian beer and food culture.

Proud of our beer: Belgian Brewers launch first ever national campaign


Email  •  Print

Author: Erik Verdonck / Published: 2014-02-13 10:01:49 +0100 / Last Updated: 12 months ago

Proud of Belgian beer Fier op ons Bier - Fiers de nos Bières
© Belgian brewers


BRUSSELS - An American chef, a Parisian and a Chinese café owner... What could these three people possibly have in common? Well, watch the three commercials produced on behalf Sven Gatz Sven Gatz - Director Belgian Brewers
© BeerTourism.com
of the Belgian Brewers and you will soon find out.

It is in fact that they all love Belgian beer and with this advertising campaign the Belgian Brewers want to make Belgians proud of their beer and beer culture.

But why you may ask? Aren’t they already proud of their beer then? Of course they – we – are. When we arrive on an airport in a foreign country, we are proud to see our beers in the shops or cafés. But in Belgium we have always been spoiled. We are so used to this tremendous variety of beer styles, over 1000 beers and over 150 breweries – for such a small country – that we take it for granted.

It is no false modesty. It is simply not in our nature to shout it from the roof tops that we have some of the best beers in the world. And the brewers, well they need their full attention to be in the brewery because the consumer expects top quality, so there is little time for self promotion.



Tea time

Now back to the US, Paris and China. The first commercial features an American chef in the stunning scenery of his homeland Maine. He shows how he works with Belgian beer in the kitchen and raises his glass to our health.

The second commercial is about a Parisian lady who runs a beer cellar in the heart of… wine country. She advocates that she discovered the rich world of flavours of Belgian beers and appears to be an enthusiastic ambassador of our beer culture. She was also present in Brussels for the presentation.

Last but not least, a Chinese lady filmed in her hometown Nanjing, explains that the Belgian beer culture can be compared with the rich Chinese tea culture. Both share an interesting balance between tradition and innovation.

Nice to know then that these three people are no actors; they are convinced of the quality of Belgian beer, passionate about it, and actively promote it within their network.



Social network

The campaign targeted to the Belgian consumer will regularly be shown on national television. The objective is to make us proud – or in our case even more so – of our local liquid heritage. Cécile Delorme, Brewberry Cécile Delorme, Brewberry Paris
© BeerTourism.com
A local advertising agency DDB has developed an online app to collect compliments posted about Belgian beer on Instagram and Twitter worldwide, so that we Belgians can see how popular our beer is across the globe.

In the meantime all Belgians are asked to actively show how proud they are of their beer and like the Facebook page. The best Belgian beer ambassadors can win an exclusive Belgian flag, a set of tasting glasses or a brewery visit to be guided by the owner.

You will soon see this campaign ‘Fier op ons bier’ or ‘Fiers de nos Bières’ come alive in Belgian cafés and shops. “Our beer brings the people together. Belgian beer is a social network,” says one of the brewers. Facebook, here we come!

This Belgium orientated campaign is not dissimilar to that of our own here at Beer Tourism, complementing our efforts to spread the word about Belgian beer and beer culture both nationally and internationally via our website and own social media channels.

We thoroughly support it and wish the campaign every success.



Connect with Beer Tourism too :-)


Recent Blog Posts

Durobor, a touch of glass
SOIGNIES - Belgians drink their beer from the correct glass. An abbey beer tastes so much better from a traditional chalice, a pils beer from a pils glass... Only in Belgium, will you come across such ... [ read more ]
Westmalle, a shining beacon of Trappist beer...
WESTMALLE - Time appears to stand still in a Trappist abbey like Westmalle. However, appearances can be deceptive - even here the latest technologies are quietly creeping in. The abbey has an up-to-da ... [ read more ]
Val-Dieu, celebrating 800 years of Belgian beer culture
VAL-DIEU - Those monks certainly picked some beautiful spots for their abbeys. The rumble of the busy motorway lies far behind me as I swap the flat northern Belgian landscape for the gently rolling ... [ read more ]
Belgian beer culture recognised by UNESCO as Intangible Cultural Heritage
BRUSSELS - “We have won the World Cup!” exclaims Sven Gatz, Minister of Culture for Flanders. In his former role as Managing Director of the Federation of Belgian Brewers he immediately lent his ... [ read more ]
Chimay Grande Réserve Vieillie en Barriques 2016, a touch of wood
CHIMAY/COGNAC - Chimay Bleue stands out as a classic amongst Trappist beers. Nevertheless, its brewer continues to break new ground. The first ‘limited edition’ Chimay Grande Réserve Vieillie en Barri ... [ read more ]

Comments



SHARE:
 



BLOG

POSTS
Belgian beer culture recognised by UNESCO as Intangible Cultural Heritage

BRUSSELS - “We have won the World Cup!” exclaims Sven Gatz, Minister of Culture for Flanders. In his former role as Managing Director of the Federation of Belgian Brewers he immediately lent his ... [ more ]

The Belgian Beer Book: Tapping into Belgian beer culture

BELGIUM - How do you write an unbiased review of a book that you yourself have written, pouring your entire soul into it? I’ll immediately give up on that impossible task and instead I’ll offer you a peek behind the ... [ more ]

Jean-Louis Van de Perre, President of the Belgian Brewers

BRUSSELS - In June, Jean-Louis Van de Pere succeeded Theo Vervloet as President of the Belgian brewers’ federation known as the Belgian Brewers. This was also shortly before http://belgium.beertourism.com/blog/s... [ more ]

Cuvee_du_chateau225

More Beer

De Cuvée du Chateau is the crown jewel within the Kasteel range and has been brewed since 2010. It found its inspiration in the subterranean cellars of Ingelmunster Castle. Aft... [ more ]

Beer Tourism Newsletter Signup

Enter your name and email address on the right and click "SignUp" to join.

Name:
Email:
TWITTER
    FACEBOOK