From February 24 to March 1, 2025, the UK will host a special event celebrating Belgium’s rich beer heritage. This initiative, spearheaded by James Clay & Sons in partnership with VisitFlanders, aims to deepen the appreciation of Belgian brewing through a series of exclusive beer tastings, masterclasses, and brewery showcases across the country.
The event highlights the diversity of Belgian beers and aims to encourage UK pubs to feature more Belgian brews. A key component will be the presence of brewers from Belgium’s various regions, including Flanders, Brussels, and Wallonia, who will share insights into their brewing processes, the history behind their beers, and the unique flavors that have made Belgium a celebrated brewing hub.
James Clay & Sons, a company with deep ties to Belgian beer since its founding in 1978, is enthusiastic about shining a spotlight on Belgian brewing culture. “Belgian beer has been at the heart of our business from the very beginning,” said the company’s communications director. “While we celebrate it every day, this event provides an opportunity to focus on Belgian beer and showcase the very best bars in the UK.”
The collaboration with VisitFlanders will also promote tourism, inviting beer enthusiasts to explore Belgium’s breweries firsthand. “By partnering with VisitFlanders, we can showcase the ease of visiting the region’s incredible breweries and enjoy the best that Belgium has to offer,” said James Clay & Sons’ director, Dick.
Andrew Daines, director of VisitFlanders UK and Ireland, expressed excitement about the event, noting that it will inspire many to explore Belgium’s beer culture. “It’s fantastic that so many brewers are traveling to the UK to share the stories behind their beers,” Daines said. “It will undoubtedly encourage people to visit Belgium and immerse themselves in its vibrant beer scene.”
As part of the event, UK drinkers can enjoy a variety of tastings, including limited releases and one-off brews, allowing them to experience the latest innovations from Belgian brewers. Representatives from the breweries will be on hand at various events, offering firsthand experiences and a deeper understanding of the brewing traditions.
For those in the trade, James Clay & Sons will provide a curated selection of Belgian beers, ranging from Trappist ales and lambics to saisons and strong ales, enabling bars and pubs to fully engage with the Belgian beer experience.
This initiative promises to strengthen the connection between Belgian brewing traditions and UK beer enthusiasts, fostering a greater appreciation for Belgium’s unparalleled beer culture.
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