Our embassy is a key promotor
Promoting Belgian beers in Beijing happens in many ways but the Belgian embassy has been on the forefront many times.
Delegates from the embassy often officially join commercial promotion events, see earlier post.
Biggest fun for me are the official events at the embassy in Beijing where several distributors join as sponsors and promoters.
Some recent events were National Day on 21 July 2023 and King’s Day on 17 November 2023.
I always find some beers I have never seen and are not yet in my list.
Heaven Supermarket often runs videos promoting Hoegaarden on its outdoor video screen.
Georgia Feast, a well-known and great restaurant, recently had a promotion of Grimbergen.
Sometimes a new venue organizes a Belgian Beer Launch, such as Mystic Alley.
I also collected beer glasses (Corsendonk and KVB) as well special promotion items from Hoegaarden.