Creativity and innovation
In addition to the more traditional breweries, more and more new breweries are opening. They enjoy experimenting and consciously brew something different to just another dubbel or tripel. They contribute in particular to the sour or bitter segment. These developments are characterised mainly by the use of new raw materials such as unusual varieties of hops, wood aging and atypical ingredients (e.g. elderflower, myrtle, rhubarb, plums, coffee, ginger, yuzu or sea salt). They are looking to give a new twist - or the middle finger - to existing styles.
Awareness, responsibility and promotion
Belgian Brewers, an association which almost all breweries are affiliated to, also fulfills a role with regards to social responsibility. Since 1992, the association has developed a campaign with the slogan ‘Beer brewed with love is drank responsibly’. The purpose of the campaign is to raise awareness about alcohol consumption. They are also partners in the convenant against alcohol abuse and support the Designated Driver campaign to prevent drink-driving on the roads.
It recently launched a new campaign: “Proud of our Beer”. The campaign´s aim is to promote all facets of Belgian beer culture, which has been protected by UNESCO. According to this campaign, Belgian beer is one of the things that connects the people of Flanders, Wallonia and Brussels. A sincere expression of Belgium´s pride: beer.