Last week, our offices in Brussels were buzzing — not just with the clink of glasses, but with energy and purpose as we welcomed MEPs, other policymakers, brewers, partners and friends for the European Beer Group (EBG)’s summer reception.
I would like to thank the EBG co-chairs – MEPs Tomáš Zdechovský and Hannes Heide – who showed that beer is very much connected to our community. Tomáš and Hannes, who were both there to host, noted that beer supports jobs, businesses, communities and innovation.
The event was also special because it marked the launch of the EBG’s Grain to Glass initiative.
At The Brewers of Europe House, we showcased this. #GrainToGlass is a campaign to raise awareness about how beer is made and how it is connected to a broader agricultural ecosystem at one end and thriving communities at the other end. The ingredients – from barley, malts and other grains to hops, yeast and water – are all rooted in nature. They come from the soil or the elements around us. This campaign rightly points out how they are blended together with the brewers’ craft, to form the amazing beverage that we were delighted to enjoy last week.
As Tomáš said, Grain to Glass highlights the deep connection between agriculture, craft, and community enjoyment. “Beer is not just a drink,” he said. “It’s agriculture, packaging and meeting friends and more. It’s part of our culture.”
And as Hannes noted, brewing traditions are deeply woven into our cultural and regional identity. “Beer brings people together,” he said. “The Grain to Glass slogan is brilliant: It’s an economic force and its cultural heritage.”
The beers served were carefully chosen by award-winning beer sommelier Sofie Vanrafelghem, who selected them to demonstrate the varieties available. If you change the proportions of some of the ingredients – or let them ferment or cook for longer – it can have a major impact on the final beer. Indeed, as she talked to the importance of water, the rain started to fall in Brussels for the first time in days, helping highlight the importance of water both for brewing and for the farmers.
So, we had a range including lagers, lambiks, wheat beers, pilsners, amber ales and IPAs – as well as non-alcohol beers in a range of styles – all paired with specific dishes. As Sofie said, “Starting from four main ingredients, we get a universe of flavour. Take a moment to appreciate the story every sip tells you.”
It was deeply gratifying to see The Brewers of Europe House filled with such passion for what we do. And it wasn’t a couple of sharp showers on the night that were going to dampen the spirits. At a time when Europe is under pressure to stay competitive, agile and green, beer offers a compelling story: one rooted in resilience, renewal and responsible, sustainable growth.
Grain to Glass is a way of telling that story more clearly — and more publicly. It’s about mapping the journey from the field to the brewery to your glass and spotlighting the people and processes that make Europe’s beer culture so rich and diverse.
Over the coming months, this initiative will bring together farmers, malsters, brewers, barstaff, consumers and policymakers to highlight the ways in which brewing contributes to European values — from food security to circular economy principles, and from rural vitality to cultural exchange.
Wednesday’s event was just the beginning. There will be visits, digital content, tastings, and more — including a special focus on hops and malts.
In September, the European Beer Group’s members will be invited to the hops harvest and a Danish-focused event in celebration of Denmark’s Presidency of the EU. Whilst October as European Beer Month, an initiative spearheaded by the two EBG co-chairs, will be built around an EBG evening at the Brussels Oktoberfest in Cinquantenaire Park.
To all those who joined us: thank you. Your support, your questions and your enthusiasm confirmed that this is the right moment to champion European brewing in a fresh and collaborative way.
So here’s to beer — and here’s to a journey that’s only just begun. Cheers!