The Brewers of Europe

30/10/2026

Some of the best moments are spent catching up over a b**r.

As part of European **rMonth, we’re highlighting “Vernos es La Caña” an initiative from Cerveceros de España celebrating the role of local bars in bringing people together. Its name plays on the Spanish expression “ser la caña”, meaning “to be great”, while “una caña” also refers to a small draught b**r. The message is simple: getting together over a b**r is one of life’s simple pleasures.

The initiative draws on research by the University of Málaga, which found that 84.4% of Spanish b**r consumers surveyed would rather meet a friend for a b**r than spend another hour on social media.

Across Europe, cafés, pubs and bars remain part of everyday community life. They offer a place to catch up and enjoy each other’s company, especially at a time when so much of our social interaction happens online.

This reflects the spirit of **rIsMore and the place b**r holds in Europe’s social and cultural traditions.

The initiative has also taken to the stage in Madrid, with a short live musical performed ahead of other theatre productions, inviting audiences to spend more time together away from their screens.

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Cerveceros de España presenta Vernos es La Caña, una campaña que reivindica la importancia de vernos, conversar y compartir tiempo en persona, con el bar como punto de encuentro.

28/10/2026

The Brewers of Europe wishes Greece a very happy National Day! 🍻

Today, we celebrate Greece’s rich culture and brewing heritage, as well as the role b**r plays in bringing people together.

Greece in EU

28/10/2026

The Brewers of Europe wishes Czechia a very happy National Day! 🍻

Today, we celebrate Czechia’s rich culture, traditions and brewing heritage, as well as the role b**r plays in bringing people together.

26/10/2026

The Brewers of Europe wishes Austria a very happy National Day! 🍻

Today, we celebrate Austria’s rich culture, traditions and brewing heritage, as well as the role b**r plays in bringing people together.

Ständige Vertretung Österreichs bei der EU | Bierland Österreich

23/10/2026

B**r brings people together across the world. This week in Brussels, we celebrated that shared passion and the centuries of brewing history behind it.

Together with the Belgian Brewers Federation and AB InBev, we welcomed brewing associations and breweries from every continent to Brussels for the World Brewing Alliance Annual Meeting.

Over three days, discussions focused on the regulatory challenges facing brewers worldwide and the different approaches taken across markets. These exchanges were an opportunity to share experiences and discuss the role of brewing in their respective economies and communities.

With around 10,000 breweries across the EU, b**r supports a much wider network of farmers, suppliers and hospitality businesses. Its economic importance goes hand in hand with its place in Europe’s cultural heritage. This is the thinking behind **rIsMore, our European initiative presented by our Secretary General Julia Leferman during the meeting.

With European **rmonth still underway, the week’s visits offered another opportunity to celebrate the place of b**r in European culture.

On Tuesday evening, we visited the Belgian B**r World Experience, housed in Brussels’ magnificent Stock Exchange, where we discovered Belgium’s brewing history and the diversity of its b**rs. On Wednesday, we visited Affligem Abbey, founded in 1085, where we learned about its Benedictine brewing heritage and the history of hop growing in Flemish Brabant. The day ended at Brussels Oktoberfest, where hundreds of people gathered around long tables, enjoying live music and b**r together.

This history is a source of pride, but brewing’s contribution is very much part of the present. Europe is home to one of the world’s leading brewing industries, creating jobs and supporting businesses across the continent. Maintaining a strong brewing sector also matters for Europe’s competitiveness.

Thank you to the WBA and the entire brewing community who joined us in Brussels.

19/10/2026

On 15 October, our Secretary General Julia Leferman joined 2026 in Milan to share a European perspective on the brewing sector and its future.

From barley and hops to the b**r served in our pubs and restaurants, brewing connects a wide range of businesses and communities. The discussion explored how the sector is adapting to changing consumer preferences, particularly through low- and no-alcohol b**rs, and the importance of a proportionate EU regulatory framework to support innovation and competitiveness.

Behind every glass of b**r lies an entire value chain, from agriculture to hospitality. That’s why **rIsMore than a drink, and why European policies must allow the sector to continue innovating and investing.

Thank you to the organisers of Filiera Birra for the invitation and the opportunity to bring the European perspective to Milan.

AssoBirra | Unionbirrai

14/10/2026

Strong regions, strong Europe. And b**r has a part to play.

As Europe marks the 2026 European Week of Regions and Cities, we are highlighting how brewing contributes to local economies and communities across the continent.

With around 10,000 breweries across the EU, from family-run businesses and microbreweries to major producers, b**r is deeply rooted in Europe’s regions. Breweries support local supply chains, create opportunities for hospitality businesses and help preserve centuries of brewing heritage.

Through **rTourism, visitors can discover historic breweries, explore local traditions and experience the places where b**r has shaped community life. Brewery tours and b**r festivals also bring visitors to smaller towns and rural areas, supporting local businesses beyond Europe’s traditional tourist destinations.

This is part of what **rIsMore stands for: recognising the economic and cultural contribution of brewing to the places where Europeans live and work.

Throughout **rMonth, we are celebrating these local connections and the role of Europe’s brewers in supporting the regions and communities at the heart of .

Europe in my region | European Committee of the Regions

12/10/2026

Nearly 10,000 breweries across the EU. One in every 12 b**rs sold is now alcohol-free.

These are among the figures shared in Strasbourg on 7 October, where The Brewers of Europe supported a reception organised by the European B**r Group, a cross-party network of MEPs from across Europe.

The reception, hosted by MEP Tomáš Zdechovský at the European Parliamentary Association in Strasbourg, offered a first preview of findings from our forthcoming Economic Impact Report, prepared by PwC and due to be published in early December. After five challenging years for European brewing, the report will provide an updated picture of the sector’s contribution to the EU economy.

As we celebrate European **rMonth, the occasion was also an opportunity to remind policymakers why **rIsMore than a drink, with a contribution that extends well beyond Europe’s breweries.

Thank you to the European B**r Group and its Co-Chairs, MEP Tomáš Zdechovský and MEP Hannes Heide, for bringing the discussion to Strasbourg.

12/10/2026

The Brewers of Europe wishes Spain a very happy National Day! 🍻

Today, we celebrate Spain’s rich culture, traditions and brewing heritage, as well as the role b**r plays in bringing people together.

Cerveceros de España

05/10/2026

B**r culture lives through the communities that keep its traditions alive.

On 1 October, around 200 guests gathered at the National Palace of Mafra in Portugal for the XXII Entronisation Ceremony of the Confraria da Cerveja, with our Secretary General Julia Leferman.

Under this year’s theme, “Ponto de Encontro” (Meeting Point), the Confraria celebrated b**r’s place in Portuguese culture and its close ties with gastronomy and tourism, while promoting moderation and responsibility. New members were also welcomed as B**r Ambassadors in Portugal.

It is a good example of what **rIsMore means across Europe: b**r is part of local traditions that communities continue to celebrate and pass on.

Congratulations to the Confraria da Cerveja and Cervejeiros de Portugal on the occasion.