When Beer Becomes the Signature Drink from the Block
Brussels, famous far and wide for its excellent beers… with an original concept, in French Bières de Quartiers (Beers from the Block). Far from a wish to reach quantities akin industrial production levels, the underlying motivation behind this sparkling idea in 2018 was to create unique craft beers, that would resonate with the image of the city quarters (blocks) that so inspire the founders of this adventure.
The principle is simple and participative: Local inhabitants, shopkeepers and other key local players are invited to work together to craft their own beer. The journey starts with a survey in which everyone shares what and how it feels like to live in their particular neighborhood. Then, during a friendly meet-and-greet evening, the participants decide together on the recipe (flavor, taste) and on the design for the label. The sky is truly not the limit when it comes to imagination: these ‘creators’ can imagine a beer inspired by an old local brewery, redolent of flowers, with just that fruity aftertaste or even brimming with local spices… Clearly, anything is possible. They can come up with a watermark of the streets logo, and perhaps clip some unexpected anecdotes from the neighbourhood to enhance the overall experience.
Meet the founders: Bruno and Greg
The Bières de Quartiers adventure was born out of the friendship between Bruno and Greg, two beer aficionados. Bruno, a beer lover since he was a boy, and Greg, a fervent advocate of local synergies, combined their passions to create this unique project together. Their most obvious aim won’t come as a surprise; chiefly, both friends wanted to please our taste buds! But their project fulfills another wish, one that strengthens human ties within and across these neighbourhoods of Brussels. Although they don’t have their own brewing facilities (apart from a 30-litre tank for running their tests), they are proud of their collaborations with partner craft brewhouses.
As stated earlier, the Bières de Quartiers project is indeed based on this collaborative principle of getting locals, shopkeepers and other key players involved in the local community to both imagine and craft their very own beer. Following, are the three main stages of the process: first, local stakeholders are brought together, and a questionnaire is handed out to gather residents’ ideas and preferences for their neighbourhood in particular. Next, during a nice and cozy evening, the participants (not to call them ‘neighbors’) decide together on the ingredients of the recipe for the beer as well as on the design for the label.
These newly imagined, unique beers are then brewed in partner brewhouses in Brussels such as CoHop in Etterbeek and ILLegaal in Forest. These two places also host creative workshops, with a tasting experience at the end. Finally, the last phase, fermentation and maturation, is carried out in specifically designed 10 or 20hl brewing tanks.
At the core of every project: a strong sense of flexibility and a desire to listen
The project aims at a flexible approach to adapt to and meet the expectations and spending limits of all these ‘neighbors from the blocks’. To reach their target and achieve this goal, several packages have been thought of, offering varied and dynamic services. According to Greg, one of the two founders of the project: ‘We offer three packages to suit everyone’s needs. With the ‘Basic’ package, we offer the project’s essentials: a questionnaire to get local people involved, personalised posters and the production process of the beer. The ‘Support’ package goes the extra mile, offering a bonus workshop led by a zythologist (a beer connoisseur) who will guide you as you discover the world of brewing, and support their journey on social networks to give the project greater visibility. Finally, our ‘Tailor-made ’ package includes a photographer to capture the highlights and a summary video. The participatory aspect of the project is paramount to us. Each district or block decides how it wants to support the project and help define its goals. Some will develop the beer with us, others will use it to strengthen ties or bonds between neighbors or just showcase their little corner of Brussels, their safe haven’.
A Practical Example: The ‘Quartier de la Levure’ – The Yeast Block
The ‘Quartier de la Levure’ decided to craft its own signature beer for its annual braderie (a lively, community-focused event usually held along the street or in public spaces in Belgium). They decided to buy 500 litres, store them, distribute them deliver and leave the invoicing to Bières de Quartiers. They planned to resell the beer with a margin of €1 to fund a neighbourhood project and even shoot videos/commercials with a few key local players. They finished it to the last signature drop within eight months!
In short, Bières de Quartiers is much more than just an adult beverage. It’s a collective experience that reinforces this sense of belonging to a particular quarter (block), while at the same time promoting Brussels’ traditional know-how.
And why not create the beer of the European Quarter?
Dear Brussels-Express readers, would you be interested in crafting a beer in and around the European Quarter? Imagine a beer that would reflect the heart and soul of our dynamic and cosmopolitan district! Calling out to all beer lovers out there that might be interested, please feel free to reach out through email to contact@brussels-express.eu with the subject line: Quarter Beer.
