Promoting Belgian beers

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.

Other promotions

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.

Top beer exporters

Dutch ahead in Europe

In 2021, the top Beer exporters were Mexico ($5.49B), Netherlands ($2.11B), Belgium ($1.98B), Germany ($1.38B), and United Kingdom ($513M).
According to figures released by Statistics Netherlands (CBS), the Netherlands is still Europe’s biggest exporter of beer, and globally is second only to Mexico.
In 2020, Dutch breweries exported more than two billion euros worth of (non-alcoholic) beer. According to CBS, Heineken is, unsurprisingly, the largest exporter.

In Europe, Belgium comes in a close second; while the Netherlands has been the largest European exporter since 2000, Belgium is quickly closing the gap between the two countries. The Dutch neighbor exported 1,8 billion euros worth of (non-alcoholic) beer last year, climbing ahead of Germany and France who occupy third and fourth place respectively.

Top beer exporters, other source

Below are the countries that exported the highest dollar value worth of beer during 2020.

  •     Mexico: US$4.3 billion (28.4% of total beer exports)
  •     Netherlands: $2.1 billion (14.1%)
  •     Belgium: $2 billion (13.3%)
  •     Germany: $1.3 billion (8.4%)
  •     United States: $645.6 million (4.3%)
  •     United Kingdom: $525.5 million (3.5%)
  •     France: $386.4 million (2.6%)
  •     Czech Republic: $297 million (2%)

Source: Beer exports by Country

Belgian beer for everyone

Abbey beers, Trappists, doubles, triples, brown, blonde, or white Belgian beers are known worldwide for their variety. We estimate there are around 3000 different beers in our country spread out over more than 200 breweries. With so much variety, there’s bound to be a type of beer for everyone, whether you like sour, bitter, or sweet. If a traditional blonde “pilsner” doesn’t do it for you, check out which unique beers Belgium makes, maybe there will be one for you!

International Beer Day – 4 August 2023

Or Journée Internationale de la bière – Internationale dag van het bier.
Belgian beer is an excellent cultural export for Belgium and plays an essential role in our economy. Every year, Belgium exports over 6 billion pints! What’s more, our country brews at least 1,500 different beers in over 400 breweries. Internationally, we’re best known for the excellent flavor of our beer. In short, we can be proud of our Belgian beer!Source: Ministry of Foreign Affairs Belgium

 

Belgian beers in Beijing

More discoveries

My list of Belgian beers in Beijing that I bought and tasted is growing.
See here some of the new ones in the list:

This now the latest list: Beer bottles.pdf
See also: Belgian beer

Bob’s Wine shop

The small shop on Xindong lu has several Belgian beers. In summer it’s nice to sit outside.

There I did make some new discoveries.

Other interesting locations to find Belgian beers

Actually you can find Belgian beers in many bars and restaurants.
Here some.

I found the Bloembier in a Japanese restaurant on Xindong lu, very near the Greek Freak that also has a few different Belgian beers.
Then we have the famous “Heaven Supermarket”: a vast underground beer, disco and music hall under Shimao Gongsan (corner Gongti bei lu and Xindong lu). There are vast fridges where you find an enormous variety of beers and alcohol. Self-service, pay at the checkout and take to a table. Life bands and disco in separate sections.

Comparing Sint-Bernardus and Westvleteren

I had received several Westvleteren bottles from a Belgian diplomat leaving, the ones without a sticker.
A few days later we did a tasting in Morel’s Restaurant to compare it with a St. Bernardus Abt 12, that we feel is the closest in taste.

Later on I bought online in Beijing the 3 different Westvleteren beers for a bit less than 50 euro.
Westvleteren and Sint-Bernardus are said to be the same but there are some differences. The water used is different and that has an influence. For Westvleteren the monks use a Westmalle yeast while for Sint-Bernardus they use the old Westvleteren yeast. This according to this source.
Other articles such as this one still tell another brewing story:

Belgian National Day in Beijing

Yes on 21 July

For many years Belgian National Day in Beijing was shifted to 15 November, King’s Day because of the summer holidays. A lunch reception was rather for the diplomats, we attended the evening reception along with some 120 Belgians and friends. The weather was threatening the fun, the embassy put a big tent on the patio, good idea as it rained the whole day till late afternoon. It was all in the residence, next to the new embassy that is nearing completion.

It was also the farewell of Ambassador Dr. Jan Hoogmartens and other staff of the embassy. We will all miss them, they were our support during the depressing COVID years.
The new ambassador is said to arrive in Beijing very soon.

Good food, beer and more

We were treated with great Belgian goodies, Belgian fries, Brussels waffles, delicious buffet by Morel’s Restaurant and lots of Belgian beers.
The mystery machine in pic 07 is an authentic Brussels waffle machine.
The ambassador opened the Methuselah Chimay bottle, yes 6 liters! I gave it a try (of course). Happy to discover two new beers for my collection, see pic 13.

Learn more about Belgium

Check this interesting article: “30 things I’ve learned about Belgium in 30 years.
The Brussels Times 1 June 2023

 

Yantai International Conference

Big turnout

As reported earlier, I joined the 2023 Conference on International Exchange of Professionals and International Experts’ Tour in Yantai. On 18 April 2023 I was present in the Yantai International Conference to listen to the speeches of the Yantai mayor and vice mayors, among others. Yantai as many other Chinese cities is eager to attract more foreign expertise.
During the morning coffee break a pretty impressive buffet table by the hotel, sadly most of the goodies I had to skip because too much sweet and carbs. Instead I tried to talk with the robot but it did not understand Flemish.
There was a big lunch for the participants, again lots of seafood and interesting dishes. And an interview by local media. (What’s new?)

In the afternoon I gave my short speech on the theme of foreign experts.

Free time

On 19 April we had time to relax. And the fog cleared and we could see the sea and the beach from the hotel.
We walked towards the beach, discovering the very large cemetery along the way, hidden in a forest. The area was littered with rubbish as a few weeks ago on 5 April 2023 there was the Tomb-sweeping Festival (Qingming) () when relatives decorate the tombs. But they can no longer burn the offerings so the wind blows it all over the place. Not sure how the deceased feel about it…

The beach was nearly deserted but very large and quite OK.
On the way back, in front of the hotel. we discovered a small Chinese BBQ place that was fully packed. We got a seat in the basement. Surprisingly they had a large beer collection and I had a (Belgian) Kasteel beer with the plate of goose. pretty tasty.
In my next post I will report on the factories we visited, an eye-opening experience.