Walk into any traditional Brauhaus in Cologne and you will notice something unusual. The waiter — known here as a Köbes — does not ask what you want. He simply places a small, elegant 200ml glass of Kölsch on your table and marks a tick on your coaster. Welcome to one of Europe’s last truly living beer rituals.

Kölsch is more than a beer style. It is a protected appellation, legally brewed only within the city limits, and governed by the Kölsch Konvention — a rare brewing agreement that ties the drink directly to local identity, architecture and neighbourhood tradition. No other European city protects its beer culture quite like this.

A Brewing Map Written in Cobblestones

Cologne’s beer landscape reads like a walk through the city’s history. At Früh am Dom, the cathedral’s twin towers loom just metres away while regulars fill long wooden tables. A few streets south, Brauerei zur Malzmühle has been pouring its signature Mühlen Kölsch in the shadow of the Old Town’s medieval gables since the 19th century. Over in the Altstadt, Brauhaus Sion and Schreckenskammer — one of Cologne’s oldest taverns — anchor a gastronomic quarter where beer and Rhineland cuisine are inseparable.

But the real surprise lies beyond the tourist centre. In the Ehrenfeld district, a wave of craft brewing has quietly reshaped the city’s beer identity. Braustelle brews boundary-pushing styles like the Ehrenfelder Alt and the boldly named Pink Panther, while Hellers Brauhaus balances tradition and experimentation with its own Kölsch, Wiess and seasonal Maibock. Meanwhile, BRAUWELT Köln (Sünner) — housed in a stunning industrial complex — bridges brewing heritage with cultural programming, making it a destination in its own right.

For those who want to explore further, dedicated tasting bars like Craftbeer Corner Coeln and Cölln Craft Beer Bar curate rotating tap lists that showcase Germany’s evolving craft beer experience alongside local classics. And the city’s own Biermuseum offers a deeper dive into the brewing heritage that shaped the Rhineland.

Why Cologne Matters for European Beer Tourism

Cologne embodies what a genuine craft beer travel experience should look like: a city where brewing is woven into architecture, gastronomy and daily life — not packaged for consumption. This is exactly the kind of destination that Beer Trips are designed to reveal, encouraging slow tourism and authentic local discovery in European cities that go far beyond the mass-tourism trail.

As a European beer city, Cologne rewards the curious traveller — the one willing to leave the cathedral square, wander into Ehrenfeld, sit at the bar of a century-old Brauhaus, and let the Köbes decide the pace. It is sustainable tourism at its most natural: rooted in place, driven by flavour, shaped by people.

Discover the full Cologne Beer Trip on beBeer in pocket here: https://www.bebeer.app/bebeer/information/cologne

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From Belgium and Germany to the Czech Republic, Italy or France, more and more Europeans are organising weekends around brewing culture, local gastronomy and authentic experiences. The rise of experiential tourism, slow travel and food-focused escapes has created the perfect environment for a fast-growing trend: European beer tourism.

Far from traditional mass tourism routes, these Beer Trips encourage travellers to discover Europe differently — through brewing cities, medium-sized towns and rural communes shaped by local brewing traditions and regional identity. Across Europe, brewing heritage remains deeply connected to cultural heritage, architecture, gastronomy and local history, linking visitors to centuries of craftsmanship, conviviality and hospitality.

This is precisely the ambition behind the Beer Trip Planner developed by beBeer in your pocket.

The platform allows users to discover beer-focused escapes across Europe by highlighting brewing cities, local beer experiences, brewpubs, traditional venues and thematic itineraries designed for travellers seeking authenticity and local immersion. The objective is not simply to promote beer, but to encourage a new way of exploring European destinations through brewing culture and local tourism experiences.

Users can already explore around fifteen Beer Trips across Europe, with new destinations progressively joining the platform. Importantly, beBeer positions itself as a European beer tourism initiative — not as a beer network — by focusing on travel experiences, brewing heritage and sustainable tourism dynamics connected to local identity.

The project also anticipates the European Union’s evolving strategy on sustainable tourism by encouraging travellers to discover lesser-known destinations, secondary cities, medium-sized towns and rural communities outside classic tourism circuits. The ambition is clear: promoting slower, more balanced and more authentic tourism experiences across Europe while helping diversify tourism flows beyond overcrowded destinations.

This evolution reflects broader changes in European travel habits. Increasingly, travellers are looking for meaningful local experiences rooted in gastronomy, regional culture and human interaction rather than traditional sightseeing alone. Train-accessible escapes, walkable destinations and encounters with local communities are becoming central elements of modern European tourism.

Beer tourism naturally fits these expectations. Across Europe, brewing culture has become a gateway to discovering local heritage, regional traditions and overlooked destinations often absent from classic tourism guides. From historic brewing cities to rural beer-producing communes, European beer culture is increasingly emerging as a powerful tourism experience in its own right.

One of beBeer’s more innovative features also allows users to suggest new brewing cities and communes that deserve recognition for their beer culture and tourism potential, helping expand visibility for emerging beer tourism destinations across Europe.

At a time when European tourism increasingly values authenticity, sustainability and cultural discovery, Beer Trips may well become one of the season’s most promising travel trends for beer lovers and urban explorers alike.

For travellers looking to combine exploration, European heritage, gastronomy and brewing culture, the next getaway may now begin with a beer.

Discover the Beer Trip Planner here:
beBeer Trip Planner

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A Belgian start-up with a European network mindset

beBeer’s mission is simple but ambitious: It aims to bring together brewers and promoters, local and regional beer lovers, and elected councillors. This makes it possible for visitors to discover activities, breweries to raise their profile, and municipalities to strengthen local economic development. Additionally, it attracts tourism.  “The project has been maturing and in preparation for several years,” says founder Pascal Goergen. “I had to combine my various professional experiences to be able to bring together digital, local, and the brewing world. The aim was to propose something innovative and positive for the local sector and for the brewing tradition in Europe.” The platform is currently available in French, English, Dutch and German, reflecting beBeer’s cross-border ambition from day one. 

More than breweries: mapping the real beer experience

What beBeer catalogues goes well beyond taprooms. Alongside breweries and microbreweries, the platform brings visibility to the wider ecosystem of “promoters.” This includes pubs, brewing tours, brotherhoods, museums, tasting competitions, festivals, and even restaurants featuring beer-based dishes. The result is a practical guide for locals and visitors alike, featuring an interactive map and calendar. These tools include more than 5,000 breweries and promoters for easy navigation. For breweries and organisers, beBeer also offers the ability to create a “brewing ID” page/card. They can share events or products, giving the sector a dedicated, independent place to be found and followed. 

“Brewing communes”: a label built on evidence, not marketing

One of beBeer’s most distinctive projects is its forthcoming “brewing commune” label, awarded with one, two or three hops to spotlight places where brewing heritage is vibrant. Importantly, beBeer positions this as not another generic standard or certification. “Here, there is no ISO or other type of label,” Goergen explains. “It’s about compiling everything related to the brewing world in your commune/city. The beBeer jury can then assess the intensity/presence of brewing in a particular commune.” The assessment is based on 10 objective criteria that guide the jury in awarding hop levels. The model also creates a concrete role for local leadership. Elected officials can become beBeer Ambassadors for their commune. They help connect the platform with local brewers, venues, and initiatives while promoting heritage and tourism. 

What’s next: financing innovation, investors, and a new “phygital” beer tourism layer

Winning the LuxLife award is a milestone but beBeer is treating it as a springboard. Over the coming months, the team’s priorities are clear:

• Creating the right financial environment to accelerate innovation: This strengthens the foundation that allows beBeer to scale responsibly while staying true to its values of independence, passion, diversity, and mutual respect. 
• Opening discussions with investors who share a long-term vision for an independent European brewing network. These discussions support growth, product development, and international rollout.
• Building new digital opportunities for the brewing world, including Web3 experimentation. Efforts focus where real value is created, such as trust, traceability, and community participation. Additionally, a stronger phygital approach links digital discovery to real-world experiences.
• Launching tourism-driven “phygital” events across Europe’s regions and communes. These efforts help visitors discover breweries and local traditions through curated routes, calendars, and on-the-ground activations.
• Announcing the first “brewing communes” by the end of March, marking the first wave of municipalities recognized for their brewing intensity and heritage in multiple European countries. This is a key step in turning the “beBeer in your pocket” idea into a visible, local movement. 

As beBeer expands, its message remains consistent: the goal is not to replace local ecosystems. Instead, it aims to connect them, making Europe’s brewing culture easier to explore and sustain.

Practical info: www.bebeer.app and www.bebeer.org

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Represented in Brussels by the Regional Government Office of Cantabria and SODERCAN, the region’s development agency, Cantabria does more than just advocate for its economic and political interests: it also showcases its culture and gastronomy through a variety of events. The next one? Taste Cantabria, a gourmet celebration that promises to awaken all the senses.

Cantabria, a land of fine gastronomy

Cantabria’s culinary vitality shines through its Michelin-starred establishments, true ambassadors of the region’s rich local specialties. From the prestigious Cenador de Amós in Villaverde de Pontones (three stars) to distinctive venues such as La Casona del Judío and El Serbal in Santander, La Solana in Ampuero, and La Bicicleta in Hoznayo, these restaurants highlight the finest fish and seafood from the coast as well as the meats and vegetables from the valleys. Blending tradition with innovation, Cantabria is firmly establishing itself as an unmissable destination for lovers of haute cuisine.

Picture: Chef Jesús Sánchez and his wife Marián Martínez, owners of the Cenador de Amós restaurant

Taste Cantabria: a culinary experience in Brussels

On Monday 29 September 2025, the Excellis building (105A rue Colonel Bourg, 1140 Evere) will host an exclusive gastronomic event organised by Excellis/Horeca Magazine, in partnership with Sodercan and the Chamber of Commerce of Cantabria, to present for the first time in Brussels the agri-food products of the region. From 11 a.m. to 4 p.m., Spanish chef Adrián Mancheño will orchestrate a live cooking show, transforming the region’s flagship products into tapas and refined dishes. At the same time, visitors will be able to chat with a dozen producers who have come especially to showcase their expertise.

A culinary journey through Cantabria in Brussels

The journey begins at the seaside, in Santoña and Castro Urdiales, where the tradition of conserve-industry remains alive and well. Hand-prepared anchovies, tuna belly and mussels are testament to centuries-old expertise, passed down from generation to generation. These seafood products, veritable salty treasures, have made the region internationally renowned.

Then head for the green valleys, where livestock farming and dairy production give rise to unique cheeses. The creamy and delicate Queso de Nata de Cantabria sits alongside the firmer and more fragrant Quesucos de Liébana, and the Picón Bejes-Tresviso, a powerful blue cheese matured in natural caves. These specialities embody the perfect marriage of unspoilt nature and artisanal expertise.

The journey continues with sweets and baked goods: artisan breads, cakes and fine pastries, not to mention delicacies that combine tradition and innovation. These creations offer a moment of comfort that perfectly complements a Cantabrian table.

Finally, it is impossible to leave the region without raising a glass. From the craft beers of Dougall’s, pioneers in Spain, to the premium spirits of the Siderit distillery – gin, vodka, vermouth and whisky – Cantabrian drinks reveal a bold creativity and international outlook. They are the perfect elegant accompaniment to the anchovies, cheeses and preserves tasted earlier.

Organisations working hard to promote Cantabria

If Cantabrian cuisine is now renowned far beyond its borders, it is thanks to regional institutions that ensure the quality and promotion of its products. The ODECA (Cantabrian Agri-Food Quality Office), attached to the regional government, plays a key role in supervising quality labels (PDO, PGI), supporting organic farming and promoting exceptional products under the ‘Sabe a Norte’ brand. The organisation also supports producers at major international events, raising the profile of Cantabrian specialities on the world stage.

For its part, SODERCAN plays a key role in supporting the international expansion of Cantabrian companies. A central part of its work is the organization of trade missions and promotional actions abroad, designed to help businesses explore new markets, establish partnerships, and increase their exports. In collaboration with the Cantabria Chamber of Commerce, ICEX Spain Trade and Investment, and the Spanish Chamber of Commerce, it is promoting the Cantabria Internationalization Plan 2025–2028, which aims to consolidate the presence of Cantabrian companies in foreign markets. By combining economic support and cultural promotion, these structures make Cantabria a region that knows how to promote both its flavours and its expertise.

An invitation to savour Cantabria

With its coastal and mountainous landscapes, rich culinary heritage and desire to share its identity, Cantabria confirms its place among Spain’s most gourmet regions. Taste Cantabria will be a unique opportunity to discover all its flavours in the heart of Brussels.

See you on 29 September at Excellis for a Cantabrian culinary spectacle!

List of exhibitors: an overview of Cantabrian expertise

• Aceites Alía: premium extra virgin olive oil.
• Anchoas de Santoña: anchovies and seafood products made using traditional methods.
• Cantabria Quesera: an association of iconic PDO cheese makers.
• Dougall’s – Cervezas Artesanales: pioneers of Spanish craft beer.
• Conservas El Capricho: high-end seafood preserves with an authentic taste.
• Conservera Castreña: preserves and salted fish from sustainable fishing.
• Delicatessen La Ermita: prestigious gourmet products.
• Destilería Siderit: gin, vodka, vermouth and whisky with a local touch.
• Horno San José: artisan breads and pastries.
• Olio Viridi: organic and premium olive oils.
• Quesería Javier Campo: PDO blue cheeses matured in natural caves.
• Santander Fine Food: consortium of premium food producers.

SODERCAN:

• 📧 Email : internacional@sodercan.es
• 🌐 Website : www.sodercan.es
• 📱 Social media: 

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Today, beBeer is taking a new step forward by entering into a strategic partnership with our media Brussels Express.

A driving force for beer tourism

At a time when beer tourism is experiencing sustained growth throughout Europe, beBeer in the pocket aims to establish itself as its spearhead. The app does more than just map breweries: it helps travellers discover festivals, brewing communes, craft bars and local initiatives that enrich the region. It is also the same lever for brewers and other players in the sector, who gain visibility among a curious and beer lover audience.

Brussels Express opens its pages to the Europe of beer. For its part, Brussels Express is creating a section dedicated to beBeer. This new editorial space will offer its readers profiles of brewers, reports on local scenes and insights into brewing dynamics across the continent, such as the brand new European network of Brewing Cities and Communes and the associated label. 

Each brewing commune and its local promotors will be given special attention, showcasing the diversity and vitality of European brewing territories.

By partnering with beBeer, the Brussels media outlet is confirming its desire to promote Europe, its traditions and its expertise, particularly in terms of what constitutes a living cultural heritage: beer.

A partnership in the name of common heritage

With this partnership, beBeer gains an essential media showcase to develop its network and establish its European status. Brussels Express, for its part, enriches its content and opens up more to the cultural and economic dimension of beer in Europe.

A partnership that celebrates not only a drink, but above all a shared history, expertise and way of life.

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Available now at www.bebeer.app, this app aims to become the essential companion for craft beer lovers and those curious to discover local brews.

An interactive map to explore more than 5,000 breweries

Designed for mobile use without downloading, the web app makes it easy to locate thousands of breweries and access their news, events and, of course, their beers. Available in four languages (French, Dutch, English and German), it also proposes a brewing calendar and an interactive map to plan your hoppy getaways across Europe.

A European network of brewing communes

At the same time, beBeer is launching a European network of Brewing Cities and Communes, accompanied by a new label for municipalities that promote their brewing heritage. This label, awarded on the basis of 10 objective criteria, distinguishes communes on a scale of one to three hops – similar to the flower-filled communes – according to the richness and diversity of their brewing ecosystem.

An initiative serving local areas

The project is based on a strong territorial approach: it aims to connect brewers, promoters, local elected councillors and beer lovers around a common tool. For local authorities, it is a lever for visibility, tourist appeal and economic development. For brewers and other players in the sector (specialised bars, guilds, hop producers, festivals, museums…), it is a dynamic and participatory showcase. ‘This is not an ISO label, but concrete recognition of a region’s brewing intensity. Sometimes we are unaware of the brewing treasures hidden in our own city,’ explains Pascal Goergen, founder of beBeer.

A call to communes and local councillors

Several European communes have already been contacted for this first phase. The first labels are expected by October. Elected councillors are invited to become beBeer ambassadors, acting as a link between their commune and the local brewing world.

An open and committed community

beBeer is not just an app. It is a complete ecosystem built around three platforms:

• www.bebeer.app: the mobile-first web app
• www.bebeer.org: the project’s showcase website
• www.bebeer.eu: the community of beer lovers

Free, intuitive and collaborative, ‘beBeer in your pocket’ is for everyone: beer lovers, professionals, visitors and elected councillors. The aim? To promote European brewing culture, one pint at a time.

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The exhibition promises a sensory voyage through the landscapes of Japan, from vibrant cityscapes and legendary racetracks to tranquil natural scenes. Visitors will be greeted by more than 55 vehicles, each embodying the rich heritage and technological prowess of the Japanese automobile and motorcycle industries.

Among the featured highlights are historic classics such as the Mazda Cosmo, Toyota 2000 GT and Spider, and the timeless Toyota Supra. Fans of high-performance engineering will be thrilled to see rare supercars like the Honda NSX and Toyota GT One, while motorsport enthusiasts can admire racing legends such as the Le Mans-winning Mazda 787B and Carlos Sainz’s Toyota Corolla WRC.

Two-wheel aficionados are not forgotten. The exhibition also traces the evolution of the Japanese superbike—from the game-changing Honda CB750 to the modern Suzuki Hayabusa and Yamaha R1—marking half a century of engineering brilliance and speed.

The entire Autoworld space will be transformed for the occasion, infused with Japanese aesthetics inspired by everything from the neon lights of Tokyo to the serene landscapes surrounding Mount Fuji. The experience will include a special creative zone for children with manga drawing, origami workshops, and retro arcade games, as well as Japanese-themed dishes at the on-site Brasserie Bagnole.

As part of the celebration, a Cars & Coffee – Big in Japan event will take place on Saturday, July 12. Classic and custom Japanese vehicles will gather on the museum’s esplanade, offering fans a chance to mingle in a festive, JDM-rich atmosphere.

Don’t Miss the Exclusive Preview Night – July 2, 2025

Before the official opening, Autoworld will host an exclusive Preview Night on Wednesday, July 2nd, from 6:00 to 10:00 pm. This special evening event offers an early look at the exhibition in an atmosphere steeped in Japanese flair. Attendees will be the first to walk through atmospheric reconstructions of Japanese scenes, admire the full vehicle lineup, and enjoy live animations and cultural décor.

Places for the Preview Night are limited — so be sure to reserve your tickets now and be among the first to experience Big in Japan at Autoworld Brussels.

For more information and ticketing, visit www.autoworld.be.

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During this 5-day training course, the heart of Europe became a hands-on classroom for aspiring lobbyists and policy professionals. Under the theme « Mastering EU Influence: Practical Lobbying and Networking in Brussels, » this unique program was organised for the fourth time by EPHEC lecturers Pascal Goergen and Katrien Bostyn, with support from the EU’s Erasmus+ programme.

International weeks like this one, typically five days long and hosted by European universities, are designed to bring together students from partner institutions around a central theme. This year’s focus – Lobbying and Networking in the EU – was both timely and ambitious.

The week began with a “field visit” inside the EU Quarter. Students set off on a scavenger hunt of sorts, identifying major EU institutions and associations, and even spotting key players by the badges they wore. The tour included insider visits to the European Parliament, the European Commission, and the Committee of the Regions, each offering interactive presentations by experts working inside the institutions.

But perhaps the highlight came with a special visit to the iconic Press Club Brussels Europe. There, students attended exclusive talks from seasoned lobbyists including Paul Cartuyvels, Executive Director at Bouygues Europe, and Inma Valencia, Director of the Cantabria Regional Office. A networking lunch followed, giving participants a rare opportunity to connect with professionals in an informal setting.

For many, the experience was more than just educational—it was transformational. “I’ve always dreamed of working in EU institutions,” said one participant. “This week brought me closer to that goal.” Even for local students from Brussels, the experience proved revelatory. “I walk past these buildings every day,” another shared, “but I never realized what really happens inside.”

The academic challenge of the week revolved around a creative case study: crafting a lobbying strategy to promote a regional cheese in Brussels’ complex institutional landscape. Students were grouped across cultures and disciplines, encouraging rich collaboration. A dedicated workshop on intercultural communication gave them the tools to navigate team dynamics and work effectively together.

Despite the tight timeline, the students’ final presentations on the last day revealed sharp insights, strategic thinking, and above all—a newfound confidence in navigating EU influence.

For EPHEC and its European academic partners, the event marked another successful edition of a growing tradition. For the students, it may have been the first step into the corridors of European power.

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From June 13 to 15, visitors can enjoy complimentary access to two newly inaugurated galleries at the Art & History Museum in Brussels, celebrating Belgium’s rich heritage in 19th-century decorative arts, Art Nouveau, and Art Deco. In view of the opening to the wider public, Their Majesties the King and Queen visited the new spaces on 10 June.

A Long-Awaited Revival of Hidden Treasures

The new spaces mark a major milestone in the museum’s evolution, presenting long-unseen masterpieces in a fresh, immersive setting designed to highlight their artistic and historical significance.

The Art Nouveau and Art Deco gallery (715 m²) is a visual feast, immersing visitors in the dynamic world of Belgian modern decorative arts. Born in Brussels in 1893, Art Nouveau is showcased through emblematic works by Victor Horta, Henry van de Velde, Paul Hankar, and others. A true highlight is the fully restored winter garden from the Maison Cousin by Horta — an architectural gem unveiled to the public for the first time.

This vibrant narrative continues with an exploration of Belgian Art Deco, revealing its stylistic diversity and modernist elegance.

In parallel, the 19th-Century Decorative Arts gallery (500 m²) offers a rich journey through major 19th-century styles such as Empire, Neo-Gothic, and Japonism. This new space paints a detailed portrait of bourgeois life in the 1800s, featuring exquisite furniture, everyday objects, and rare masterpieces. Several highlights have been generously loaned by the King Baudouin Foundation.

A Cultural Celebration

This three-day opening celebration is more than just a visit — it’s an invitation to rediscover Belgian artistic heritage in one of the country’s most iconic museums. Whether you’re a design enthusiast, a history lover, or simply curious, these new galleries promise a compelling cultural experience.

The museum is located in Parc du Cinquantenaire and easily accessible by public transport.

Don’t miss this unique opportunity to step into the past and celebrate the beauty of Belgian design — admission is free from June 13 to 15.

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A Strong Market Presence in Japan

Belgian food and drink products enjoy a solid reputation in Japan, where the “Belgian” label is associated with quality, craftsmanship, and trust. Belgian beer, fries, and frozen vegetables are widely recognized, while chocolates and biscuits are especially popular during Japan’s traditional gift-giving seasons—ochugen in summer and oseibo at year-end.

“This is a strategic opportunity,” says Bart Buysse, CEO of Fevia. “Belgian products are well-established in Japan, and we must build on that momentum to strengthen our position in this mature market. Following the success of the 2022 Belgian economic mission to Japan, this week offers another chance to deepen our trade ties.”

Revitalizing a Key Export Market

Exports drive the Belgian food industry, accounting for half of its revenue. Although Japan was once Belgium’s second-largest non-European export market, it now ranks fift, behind the U.S., Saudi Arabia, China, and Australia. Despite this, the Japanese market remains rich in potential. A delegation of Belgian food companies will attend the Expo to foster closer trade relationships.

A Taste of Innovation and Tradition

During the six-month Expo, Belgium will spotlight its strengths under the overarching theme “Human Regeneration.” A key highlight is the Belgian Food & Drinks Week, where visitors will experience Belgium’s innovation in plant-based cuisine, alcohol-free beverages, and chocolate traceability.

Events such as the “We’re Smart World Future Awards” will further showcase Belgium’s dedication to responsible food production and consumption. Meanwhile, tastings and seminars will celebrate beloved Belgian staples like chocolate and biscuits—products that resonate strongly with Japanese consumers and gift-giving culture.

The Belgian pavilion’s boutique, already a visitor favorite, offers a curated selection of premium confectionery and bakery items. Its success reflects Japan’s appetite for high-quality imported goods and reinforces Belgium’s image as a premium, trustworthy food brand.

Featured Partners

Participating Fevia members and pavilion partners include: AB InBev, Astra Sweets, Avieta, Belgian Chocolate Group, Brasserie De Halve Maan, Brasserie Huyghe, Centho Chocolates, Chant d’Éole, Chimay, Duvel, Godiva, Jules Destrooper, Leonidas, Lotus, Lutosa, Neuhaus, Rombouts, Val Dieu, Vermeiren, and Vondelmolen.

About Expo 2025 Osaka

Expo 2025 runs from 13 April to 13 October in Osaka under the theme “Designing Future Society for Our Lives.” Belgium’s pavilion, managed by BelExpo (the General Commission for International Exhibitions), focuses on the theme “Human Regeneration.” For more information, visit BelExpo’s official website.

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