Brewers of Europe Forum 2019: Craftsmanship on the old continent
Author: Erik Verdonck / Published: 2019-06-09 15:53:52 +0200 / Last Updated: almost 5 years ago
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. , technicians, brewing engineers and experts in the field of hops, malts and fermentation are gathering at the EBC Symposium staged in conjunction with the Forum. Straight away, President Pavlos Photiades evokes the dynamic nature of the European brewing world. “Every week, around 20 microbreweries see the light. Microbreweries now account for one third of the total number of 9,500 breweries in Europe”.
Jean-François van Boxmeer, CEO of Heineken, signals their impact on consumer trends: “we are drinking less, but better.” Johan Van Dyck of the Antwerp Brewing Company (Antwerpse Brouw Compagnie) is in agreement: “Craft brewers have prevented beer from turning into a commodity, appealed to new target groups and contributed to raise the status of beer to ‘premium’.”
Having said all that, we should not overestimate the influence of the craft brewers. According to Ina Verstl, an editor at the German BRAUWELT International, craft brewers only account for one percent of beer sales world-wide. They are predominantly local players with limited exports (around two percent on average). “Craft beer is a local phenomenon and above all, microbreweries must take advantage of market opportunities in their own area,” she concludes.
A one-hit wonder?
“I have seen very little that is new under the sun,” comments Charles Leclef, CEO of the Mechelen-based Het Anker brewery. If anyone can lay claim to the title of ‘craft brewer’, it would be Charles. only took him 20 years, give or take, to modernise a 17th century brewery, to add a brasserie and a hotel and to put it on the map as a tourist attraction. “A strong personality and top-quality beers really are the Olympic threshold for Belgian brewers,” Charles says.
He has travelled far and wide throughout Belgium and visited one hundred Belgian breweries on behalf of the brewing federation. He has noticed that some breweries focus entirely on their local market, whereas others are also involved in brewing for third parties, including beer firms, which is often a decisive factor when it comes to exports. “They have to add value to an already crowded market,” he continues. “Why would you copy beers that already exist?”
Charles Leclef doesn’t believe in the future of extreme beers with one single, dominant ingredient either. It might be fun to have a try, but one glass is usually enough. How can you establish a business on that basis? Charles leaves us with these words of advice. Be original, produce unique beers and invest in stories and experiences. This brewer has a vision that exceeds the boundaries of his own trade. A prime example is the distillery set up by Het Anker several years ago. Their whisky is a successful spin-off from the Gouden Carolus beers, and the brewer is pushing the boundaries between beer and spirits with its wood-matured Gouden Carolus Indulgence.
So, what’s new?
Brasserie Léopold 7, located on the outskirts of Liège, aims to be the most sustainable brewery in all of Belgium. This explains why their beers targeting South Africa, California and Montenegro are brewed by partners located in those countries. brewer has introduced plenty of innovations, including a re-fermented beer in a can. For many years, this brasserie was solely focused on the production of Léopold 7 and has only recently started to expand its range, evidence of its pragmatic approach.
The Antwerpse Brouw Compagnie played a major role in the launch of the historic Seefbier, formerly brewed at the Roman brewery. Also, there is now a microbrewery that operates in an ancient building at the port of Antwerp, with a host of catering options. CEO Johan Van Dyck issues a warning to newcomers, who might be a little naive: “Don’t forget that some business aspects work out more expensive for smaller breweries, compared to the large market players.
You should take a hyper-professional attitude, check out every single aspect of the chain – logistics in particular, that really bites into your cash flow – and above all, offer a product of the very best quality. The biggest threat is bad beer. If you come across a bad batch, don’t call it ‘funky wild sour’, just don’t market it! Also, you must be unique and have a recognisable brand. After all, as a small market player, you can be more flexible and pro-active. Spot opportunities in your local marketplace and be quick to take advantage of them. Be clever. And have fun!”
The beer that most people are ordering these days is called ‘What’s new?’ Establishing a brand, and building a loyal customer base, presents a huge challenge to brewers, whatever their size. But the little ones have to do this without the backing of mega budgets.
Recent Blog Posts
BRUSSELS/MONS - We’ve made our way down to the historic city of Mons (Bergen) for the eighth edition of the international Brussels Beer Challenge. A 90-strong jury is busy tasting; there are four morn ... [ read more ]
BRUGES - This city draws you back in time to the heydays of the Burgundian era. After years of renovation works the Gruuthusemuseum has re-opened its doors. This former city ... [ 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 ]
Comments
You must be logged in to leave a comment
You Might Like
Kasteel Brouwerij Vanhonsebrouck, well known for it's "Kasteel" beer range, now offers their Bierkasteel beer experience; brewery visit, event location, restaurant, bar and shop.
Brasserie Dubussion prides itself on tradition and taste and has opened a brand new visitors centre, the Beerstorium. Learn about the rich history, beers and brewing at the oldest brewery in Wallonia. You can visit this authentic Belgian brewery, see brewing in action, as well as taste some of their delicious brews for yourself, including their legendary Bush (Scaldis) beer range.
This freemium App for IOS and Android lets you explore and find the best that Belgium's UNESCO recognised beer culture has to offer. Find breweries, bars, restaurants, festivals, events, experiences and beer shops; create you own beer trips and be your own tour guide!
Everything you ever wanted to know about (Belgian) beer under one roof. You get to feel, smell and taste ingredients and discover the typical Belgian beer styles. Come celebrate Belgian beer culture in heart of historic Bruges! Shop and bar are accessible without visiting the museum.
BLOG
POSTS
BRUSSELS/MONS - We’ve made our way down to the historic city of Mons (Bergen) for the eighth edition of the international Brussels Beer Challenge. A 90-strong jury is busy tasting; there are four morning sessions in a ro... [ more ]
BRUGES - This city draws you back in time to the heydays of the Burgundian era. After years of renovation works the Gruuthusemuseum has re-opened its doors. This former city palace is the showca... [ 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, well hidden amongst... [ 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 the ancient city centr... [ 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 ... [ more ]
More Beer
To mark the 75 year anniversary of the Bush beer brand, Dubuisson introduced the Bush Blonde Triple (Scaldis Triple) in 2008. This re-fermented Bush Blonde is available in large bo... [ more ]
Beer Tourism Newsletter Signup
Enter your name and email address on the right and click "SignUp" to join.