Belgian Beer Week launches in Britain

James Clay & Sons has collaborated with VisitFlanders to launch the very first Belgian Beer Week in the UK. The event, which will take place from 24 February to 1 March 2025, draws on both business’s well-established network within the Belgian brewing industry. The celebrations include exclusive beer tastings, special brewery appearances, and a showcase of Belgium’s rich and diverse beer heritage across various retail outlets in Britain. The initiative will be co-promoted by VisitFlanders and aims to encourage UK pubs to feature Belgian beers while inspiring the public to immerse themselves in Belgium’s beer culture. Throughout the event, Brits can enjoy a variety of tastings, and masterclasses designed to deepen their understanding of Belgium’s beer culture. Many of these events including limited releases and one-off brews from across Flanders, Brussels, and Wallonia, allowing drinkers to experience a true taste of Belgium’s brewing innovation. Speaking to the drinks business, James Clay & Sons’ communications director said: “Belgian Beer has been at the heart of our business since the very beginning in 1978. While we celebrate Belgian beer every single day, we wanted to take the opportunity to give the category a special focus, inviting our friends from around Belgium to showcase the very best in Belgian beer, at the very best bars in the UK.” Dick explained: “By partnering with VisitFlanders we can highlight how easy it is to visit the incredible breweries of the region, and enjoy the best that Flanders and Belgium as a whole has to offer.” Dick told db: “Our hope is that we grow the sector and inspire craft beer bars to stock even more of the Belgian beers that inspire British brewers so deeply. “ Andrew Daines, director of VisitFlanders UK and Ireland, added: “It’s great that so many brewers are travelling to the UK to tell the stories behind their brilliant beers. It will surely inspire people to travel to Belgium to immerse themselves in the wonderful beer culture." Representatives from the participating breweries, including brewers themselves, will be present at some of the events. These brewery representatives will provide insights into the brewing process, and the local heritage of the beers, and offer visitors a chance to sample the distinctive flavours that define Belgium's celebrated beer scene. For those in the trade looking to explore Belgian beer to make the most of the week, James Clay & Sons will offer a curated selection of Belgian brews, from Trappist ales and lambics to saisons and strong ales.