The three-day Belgian Beer Weekend, which took place in September, is one of the best beer festivals I’ve ever been to. This year’s edition was a massive success, with more than 71,000 visitors. It outperforms most – here’s why.

According to the Belgian Brewers Federation, the 25th edition of the Belgian Beer Weekend welcomed more than 71,000 visitors over three days, beating last year’s festival with around 8,000 people. At this record-breaking edition, three out of four visitors came from abroad, confirming its international appeal.

What makes this festival so great, you might wonder? A few things stand out. First and foremost, the location is nothing but fabulous. Bang in the middle of Brussels, the Grand-Place is as convenient as it gets. The square, which is a UNESCO World Heritage Site, is stunningly beautiful, lined by guildhalls, such as the House of Belgian Brewers, and the castle-like Town Hall.

In such a magical setting, the festival is a proper celebration of Belgian beer culture. Starting with the inauguration and the appearance of the beer knights in their robes, then the pre-event with knights, brewers and politicians getting the first pours of the beers (I was lucky to be there too!), followed by the opening to the public with bands playing and regular count-downs for communal cheers – the atmosphere is unbeatable.

The beer is outstanding too, of course, with more than 50 breweries serving around 500 beers. Here’s a revelation: at this festival, the beer is served in the breweries’ own branded glassware. Shock horror, Scandinavian authorities would be aghast at the danger of using real glassware. Imagine what could happen! Well, as far as I could see, nothing happened. During the weekend, I didn’t see any broken glass – only happy festivalgoers.

And last but not least, the people are amazing. The breweries have their own staff serving beers: knowledgeable, friendly, and above all proud and happy to be there. Over the three days, I met brewers and knights, beer judges, writers and guides, and people from all over the world who just love beer. Oh, and did I mention that entrance to the festival is free?

This, my friends, is how to do it right.

Malin Norman Booking.com

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