Beer Europe 2022 - EBC-Madrid

 Beer Europe 2022

In April 2022, the question was:

• What is the most popular beer in Europe?

• Stella Artois. Taking the top spot as the number one selling beer is this 600-year-old Belgian lager. Internationally sold and recognized for its distinctive taste and even more distinctive glasses, it's not surprising it led the pack by a wide margin.
  
•  Where is the best beer in Europe?

• The Brewing Tradition in Belgium has produced not only the best beer in Europe, but also arguably the best beer in the world, the kinds of ales, sours, triples, dubbels, farmhouses, reds, saisons, and blondes that beer nerds lose their firkin minds over. Belgium is now, and has been, the gold standard of beer-making.

• What is the beer capital of Europe? 
• Bruxelles, Belgium The capital of the most well-known beer country of the world, Belgium...Never in our lives have we seen so many amazing bars, packing so many outstanding beers in one place.

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The Brewers of Europe

“At the start of 2020, who would have thought that our lives would be completely overturned by a pandemic? We all had hopes and dreams that year, but many of them were put on hold as we adapted to a new reality of lockdowns, quarantines and confinements. In the brewing sector, it was not just our production processes that paused, but our markets, as bars, cafés and restaurants closed for months on end”.

PIERRE-OLIVIER BERGERON

Secretary General, 

The Brewers of Europe 

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Brussels, Bruxelles, Belgium

Based in Brussels, The Brewers of Europe brings together national brewers’ associations from 29 European countries and provides a voice to represent the united interests of Europe’s 5000 breweries. The Brewers of Europe of Europe promotes the positive role played by beer and the brewing sector in Europe and advocates the creation of the right conditions to allow brewers to continue to freely, cost-effectively and responsibly brew and market beer across Europe.

“As brewers, we are playing our role. Brewing is a highly skilled profession and the apprenticeship culture along the beer value chain means that we are an important source of ‘first jobs’.

"Our sector’s interdependence vis-à-vis other sectors like hospitality means that we help to support a flexible labour market, OIS&Associates LLC Page 2 of 6 Madrid-Spain The Beverage Whisperer Blog-June 2022 CIY providing work for young and first time labour market entrants and those returning to the job market.

It is always worth recalling that for every 1 job in a brewery, we create 1 in agriculture, 1 in packaging and logistics, 1 in marketing and other services, 1 in retail and 11 in bars, restaurants and cafés.

Our message is that, following a period of decline, EU beer production and consumption volumes have leveled out and we are beginning to see the results of our sector’s efforts to adapt to change." 

"However, this is no time to rest on our laurels. Our sector has shown the potential to grow and adapt to new market realities and, with the kind of support that the European Economic and Social Committee (EESC) called for in its recent report: ‘Incentivizing the growth potential of the European beer industry’, we can do much more and continue to support the delivery of the Europe Growth Strategy”.

Demetrio Carceller 

President of The Brewers of Europe

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My Cut 

I have come to believe that growing up has more to do with observing the invisible force of evolution and leaving the revolution or counter-revolution buried once and for all. Madame Evolution smiles with wise patience at the spectacle of those who bravely impose revolutions or counter-revolutions. Walking some paths of the alcoholic beverage production industry on the planet, I observed with relief that new generations understand that innovation is a perpetual and infinite intellectemotional exercise, it never ends, it sails "alongside" the ship of evolution.

The fundamentalists who passionately reject change are furious with the advancement of the technology that almost invisibly wraps up our days of communication, overcoming the warp speed in its feedback, although no one is paying attention to it in any of the two fundamental points: Emission & Reception. And why not, Los Incommunicados!!

However, we are facing new frontiers, after this “halftime” that COVID-19 imposed without asking for permission to all passengers aboard planet Earth.

Spectacular times are coming where the ways or paths that access to enjoy alcoholic beverages is energized towards horizons of consumption that would be unimaginable for our parents or grandparents. The trend to consume healthily surrounds alcoholic beverages and they do not remain with their arms crossed.

In EBC-Madrid-June 2022 I verified, directly from the thoughts of the Captains of the European Beer Industry, a greater interest on their part, to produce beers with low or no alcohol content, attending to this trend of living healthily within the spectrum the highly relevant majority of current consumers, but of course, in perpetual transit!. Evolution Push!!

Interestingly, to preserve the essence of the aroma, flavor and color of beer with low or no alcohol content, it is highly recommended, according to science and the most respected laboratories specialized in Beer, to incorporate, during fermentation, maturation or infusion, some species of certain woods, is a condition that already becomes “sine qua non”.

Welcome our TIS®-Sugar Maple & Amburana!!