Proud of our beer: Belgian Brewers launch first ever national campaign
Author: Erik Verdonck / Published: 2014-02-13 10:01:49 +0100 / Last Updated: over 3 years ago
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 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.
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.
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. 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
ANTWERP - Brewers from 59 different countries flocked to attend the Brewers of Europe Forum 2019 in the prestigious Queen Elizabeth Hall, right next to the renowned Antwerp Central Station building. ... [ read more ]
ERTVELDE - To track down a brewer within his own domain is a high-ranking form of sports, or that’s the impression I get. After a bit of practice I spot Jef Versele, CEO of the Van Steenberge brewery, ... [ read more ]
MECHELEN - The historic city of Mechelen, halfway between Brussels and Antwerp, is truly a hidden gem. The presence of the Dukes of Burgundy, who ruled here in the late middle ages, still permeates th ... [ read more ]
BRUSSELS/ZAVENTEM - This year Brussels Airport is 60 years young! The airport is planning to mark this milestone by showcasing the very best of Belgian produce, which would not be complete without ... [ read more ]
At the BeerLovers’ Café just behind Liège’s City Hall we get together to taste the limited edition Chimay Grande Réserve Fermentée en Barriques 2018, a Trappist beer aged in whisky barrels. ... [ read more ]
You must be logged in to leave a comment
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 ]
What is Belgian beer without a café in which to enjoy it? For as long as anyone can recall the two have been inseparable. Throughout Belgium you will find cafés in every size, shape and colour an... [ more ]
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 ]
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 ]
BRUSSELS - 2018 will see the opening of Belgian Beer World; a visitor experience that is built on a grand scale to highlight all aspects of Belgian Beer Culture. The former Brussels stock exchange will ... [ more ]
India Pale Ale, or IPA, is an out-and-out success story on an international scale. That we know this beer style at all, is thanks to the Brits. When they created this beer, they ad... [ more ]
Beer Tourism Newsletter Signup
Enter your name and email address on the right and click "SignUp" to join.