Celebrating Europe’s Brewing Journey
The #GrainToGlass series consists of a number of events and themed visits organised by the European Beer Group (EBG) to shed light on Europe’s brewing heritage and one of its most vibrant and interconnected economic ecosystems. #GrainToGlass brings to life the journey of beer – from the farmers who grow the grains, to the brewers who craft the products, and the communities who enjoy them.
Through interactive experiences, expert storytelling and rich visual activations, #GrainToGlass connects policymakers, stakeholders and the public with the agricultural roots, cultural significance and economic power of brewing in the EU. It highlights brewing not only as a tradition but as a forward-looking sector that embraces and encapsulates sustainability, innovation and European competitiveness. Importantly, #GrainToGlass provides EU policymakers with first-hand experience and insights as they work on the implementation of flagship initiatives such as the Vision for Agriculture, the Single Market Strategy, The Water Resilience Strategy, and the Competitiveness Compass.
The Grain to Glass Journey: From Field to Fellowship
#GrainToGlass is much more than a theme. The journey starts in the fields – where cereals and hops are cultivated by farmers. Grains, typically malted, provide the sugars that will eventually feed the yeast and create the alcohol and bubbles in beer. Using water – Europe’s most regulated and essential ingredient – and a dash of hops for bitterness and flavour, and the fundamentals of beer are in place.
But beer is more than chemistry. It’s a product of craftsmanship, creativity and context. Small changes to any ingredient – or to the process of malting, roasting, brewing or cooling – can yield entirely different beer styles. The temperature at which yeast is fermented, the region from which hops are sourced, even the mineral content of the water – these are all factors that contribute to the staggering variety of European beers, from crisp pilsners to complex tripels.
This journey also reflects a deep integration into Europe’s agricultural and economic life. Behind every brew is a field, a farmer, and a harvest. Barley, hops, and even yeast all begin in nature. Their quality depends on weather, soil and farming.
Brewing supports millions of jobs across the value chain – from farmers to maltsters, from transporters to salespeople, from specialised shops to pubs, restaurants and beer gardens – adding billions in value to the EU economy. It is a pillar of regional identity and sustainability, increasingly integrating circular economy practices and climate-conscious production methods.
Brewers and farmers work hand in hand. Beer isn’t just made in the brewery. It’s grown.
From #GrainToGlass, beer is more than a drink – it’s a living tie amongst agriculture, innovation and community.
Join the Journey!
As part of the Grain to Glass series, the EBG invites you to a number of exciting activations and events to bring the story to life:
- Hop Harvest in Strasbourg (September 8 to 9): The hops-themed study tour will include a visit to the hop harvest and processing factory on September 9.
- A beer celebration of the Danish Presidency of the European Union
- European Beer Month: A continent-wide celebration in October of brewing culture, featuring festivals, open days, tastings, cultural pairings and innovation. As part of the European Beer Month, specific Grain to Glass events will be organised in Brussels during the week starting 13 October, with more details to be unveiled soon.
- Interest in joining? Reach out to info@beergroup.eu
