Frequently asked questions

1. What is a beBeer Ambassador?

An Ambassador is an elected representative (mayor, councillor, MP,...) from the political majority or opposition who is committed to promoting the brewing culture of their town or region.

They have a personal profile in the digital guide, receive a tasting glass and an exclusive beBeer beer. They can highlight up to 10 aspects of their municipality. It is a rewarding way to combine political commitment and local cultural promotion. Each ambassador must comply with the beBeer Ambassador Charter, which is available on request.

2. How much does it cost to become an ambassador?

The annual membership fee depends on the elected representative's level of authority: it is €85 for a local elected representative, €150 for a regional elected representative and €200 for a national or European elected representative. 

This annual membership fee entitles you to a dedicated page in the digital guide and in the ‘beBeer in Your Pocket’ app, visibility and recognition (glass, beer, official mention), and the use of the title ‘beBeer Ambassador for your municipality’ for one year.

3. Who can become a beBeer Ambassador?

Any elected representative from the majority or opposition, regardless of their level of involvement (local, regional, national or European), can become a beBeer Ambassador. All they need to do is share the values of promoting the brewing heritage and commit to representing their municipality or region within the network. 

Ambassadors thus become visible and valued representatives of the brewing world in their local area, both to citizens and beyond. There may be several beBeer Ambassadors per municipality. This role is open to all political parties, provided that each beBeer Ambassador complies with the beBeer Ambassador Charter throughout the year.

4. What is the role of a beBeer Ambassador?

The Ambassador acts as a friendly and visible representative of the brewing world in their area. You don't need to be an expert in brewing; you just need to love your town or city and support the people who work and live there in the brewing industry. 

He or she can showcase up to 10 iconic elements (breweries, microbreweries, pubs, festivals, craft products, etc.) from his or her town or region via a profile page in the beBeer digital guide and a presentation on the ‘beBeer in Your Pocket’ app. This role promotes local heritage while demonstrating the elected representative's commitment to an authentic cultural and economic sector.

5. What are the concrete benefits for the elected representative?

By becoming an Ambassador, the elected representative receives a presentation sheet in the digital guide and in the app, a tasting glass and a local beer brewed especially for the beBeer community. 

They can officially use the title of ‘beBeer Ambassador for their municipality’ for one year (mentioned in the guide and in the ‘beBeer in Your Pocket’ app). It is also a way of promoting their public action from an original cultural and regional perspective.

6. What contribution is required?

The annual membership fee is modest and tailored to the level of authority: €85 for local Councillors, €150 for regional Councillors (NUTS 2), and €200 for national or European Councillors. This membership fee is valid for one year and is automatically renewed. It supports an independent, advertising-free network entirely dedicated to promoting the European brewing world.

7. Why is this role important in the current European context?

Because it is part of a drive to promote local identities at European level. Elected representatives – particularly those sitting in the European Parliament, the Committee of the Regions, the Council of Europe or the European Economic and Social Committee – have a key role to play in making the voice of brewing regions heard and encouraging their recognition. Being a beBeer Ambassador for your municipality also means contributing to a vibrant, inclusive Europe that is proud of the expertise found in each of its 100,000 municipalities.

1. Can my town/city join the European Brewing Network?

Yes, absolutely! Your municipality can join the network as long as it has at least one element related to brewing culture: a brewery or microbrewery, a beer festival, a hop producer, a pub, a beer brotherhood, a restaurant serving beer-based dishes, or even a beer tasting association. Just one of these elements is enough to qualify your municipality as ‘brewing’. This shows that beer is an integral part of its local heritage.

2. What does the expression ‘putting your city/town on the European beer tourism map’ mean?

This expression means promoting and raising awareness of your municipality's brewing heritage on a European scale. In practical terms, this allows beer lovers to easily discover the brewing locations, events and traditions in your area via the ‘Beer in Your Pocket’ app. Your municipality thus becomes a recognised stop on the European beer tourism route, enhancing its appeal and boosting its local economy.

3. Is it essential to have a brewery or microbrewery in your area to be part of the European network of brewing towns and municipalities?

No, it is not a requirement. The network recognises all types of activities related to the local brewing industry. The municipality simply needs to have at least one element related to beer (such as a festival, a hop producer, a restaurant serving beer-based dishes, a brewers' guild, a pub or a beer tasting club). The important thing is to participate in the cultural dynamic surrounding beer. However, not having a brewery in your area makes it more difficult to obtain the 2 or 3 hop label. 

4. What are the advantages of joining the beBeer network?

Member municipalities benefit from increased visibility among a large European audience of craft beer lovers. They appear in the digital guide with a detailed presentation of their brewing heritage, can promote their brewers and iconic locations, and can obtain the official ‘Brewing Commune’ label each year. This recognition helps attract visitors, encourage the creation of events and support local economic initiatives related to beer.

5. What does it mean to obtain the ‘Brewery Commune’ label?

This label certifies that there is a ‘presence or degree of brewing activity’ in the area and that the commune, tourist office or local development agency actively supports the brewing stakeholders in the commune. The label highlights local players (breweries, festivals, restaurants, craft beer products, etc.) and promotes their recognition. It is a real tool for promoting tourism, the economy and culture, helping to forge links between the brewing tradition and the dynamism of the area.

1. What is the ‘Brewing Commune’ label?

It is an award given by the beBeer community's panel of experts to European cities and towns that promote their beer heritage. The label recognises local commitment to craft beer, local breweries and their promoters (pubs and bars, events, cultural venues, etc.). There are three levels of distinction, represented by 1, 2 or 3 ‘hops’, and a special prize: the Golden Hop, awarded each year by the jury.

2. Is the ‘Beer Town’ label an official or normative label, like an ISO standard?

No, the ‘Brewing Commune’ label is not an ISO-type label. It is not an official certification issued by an internationally recognised body, nor is it an industry standard subject to external audit. It is a mark of quality awarded by the beBeer jury – made up of experts from the local, regional, brewing and tourism sectors – as part of its European network for promoting brewing heritage.

3. What are the criteria for awarding the ‘Brewing Commune’ label?

The label is awarded on the basis of an application, using a set of objective criteria: presence of breweries or microbreweries, local events, beer-based specialities, tourist promotion activities, etc. The assessment is carried out by the beBeer jury, made up of experts from the local, regional, brewing and tourism sectors. This label is primarily intended to promote the municipality: it allows a municipality to showcase its brewing identity, bring together local stakeholders and enhance its appeal to tourists.

4. Who can apply for the label?

Any municipality participating in the European network of brewing towns and municipalities is eligible for the label. The network is open to localities in the 27 EU countries and the countries of the Council of Europe, and is linked to an annual contribution (€300, €450 or €750 depending on the size of the municipality). Once a municipality joins the network, access to the labelling procedure is free of charge.

5. Who can apply for the label?

Applications can be submitted either directly by the municipality or by a locally based public or semi-public institution (e.g. tourist office, museum, local development agency), on condition that the municipality has given its consent. Only one application per municipality will be accepted.

6. When should the application be submitted?

Applications can be submitted at any time of the year. However, it is advisable to do so as soon as possible in order to benefit from the label throughout the tourist season. Applications submitted after 15 November will automatically be carried over to the following year. The evaluation process takes a maximum of one month.

7. What does a municipality receive when it is awarded the label?

A municipality that has been awarded the label receives an official plaque (sent by post), is featured in the European digital guide and in the ‘beBeer in Your Pocket’ app, receives a promotional kit (with sample press releases, communication ideas, visuals, etc.), and the label is promoted on beBeer’s social media channels.

It is a real lever for visibility and local development around beer tourism.

8. What are the benefits for the municipality?

Beyond official recognition, the label attracts beer lovers, tourists and those curious about local heritage. It promotes economic players (brewers, restaurateurs, event organisers) and helps to strengthen the municipality's identity through the richness of its brewing culture. Being on the European beer tourism map thanks to beBeer and the dynamism of local players is a significant asset for the municipality's visibility and attractiveness, both regionally and internationally.

9. What are the criteria for obtaining the label?

The assessment is based on a grid of 10 criteria related to the intensity of the local brewing presence: breweries, microbreweries, pubs, beer-dedicated venues, events, brotherhoods, specialised shops, restaurants, beer-based culinary specialities and tourist promotion activities. Each element is worth a certain number of points. 50 points are required for 1 hop, 70 for 2, and 90 for 3. A special ‘Golden Hop’ prize is also awarded by the jury in each category according to the size of the municipality.

11. Is it mandatory to have a brewery on your territory to be awarded the label?

No, it is not a requirement. The presence of beer can also be demonstrated by historical links, events, cultural sites, or tourist or gastronomic activities related to beer. A commune without a brewery can still obtain the label if it promotes this culture sufficiently well.

12. How are applications assessed?

An independent jury made up of experts from the beBeer community with backgrounds in brewing and local areas analyses the applications according to a set of criteria. The process takes a maximum of one month. The decisions are final. Each year, additional elements may be taken into account for future applications or for the award of an additional ‘hop’. The label is valid for one calendar year.

1. What is the Stirring Stock Award for European Brewing Regions?

Each year, this prize rewards the most outstanding initiatives in each European country to promote the brewing world at a regional level. It recognises regions that actively support brewing communes, local breweries and cultural or tourist activities related to beer. It is both an honorary and strategic recognition, as it promotes the region as a committed player in the European brewing heritage.

2. Why a specific award for regions?

Because brewing dynamics vary greatly from one region to another. By promoting the role of territories, this award recognises the importance of regional policies in supporting local products, tourism and the craft economy. It also stimulates cooperation between elected councillors, brewers and tourism operators within the same region. The promotion of the winning regions also facilitates the exchange of experiences between European regions on beer tourism practices. 

3. Who can participate in the Stirring Stock Award Award?

Participation is open to European regions that are members of the beBeer network. This includes all regions of the 27 countries of the European Union as well as member countries of the Council of Europe. Only regions that have formally supported the network (through financial support and/or concrete actions to promote the beBeer network at local level) are eligible for this award.

4. What actions can be promoted as part of the Stirring Stock Award?

The jury will consider a variety of initiatives: support for the subscription of municipalities in the region to the European network of Brewing Cities and Communes, the creation of regional packages for local breweries and promoters, the dissemination of information to tourist offices, the development of communication actions around beer routes, and the organisation or support of beer-related events. Any form of involvement that contributes to structuring a vibrant and sustainable brewing ecosystem at the regional level can be recognised, regardless of the size of the existing network.

5. Is the award symbolic or does it have concrete benefits?

It is both an honorary and operational prize. It offers official recognition at European level, improves the region's reputation in the brewing world and among beer lovers, provides access to promotion on the ‘beBeer in Your Pocket’ digital app, as well as a dedicated page in the digital guide and dissemination on beBeer's social networks. In addition, the winners are featured in the European press, which boosts their visibility among institutions, economic sectors, beer lovers and the general public.

1. The digital guide: what is it and who is it for?

The beBeer digital guide is an online platform designed to showcase cities, communes and regions across Europe that are committed to promoting their brewing heritage. It is mainly aimed at beer lovers and curious tourists, but also at professionals in the sector (brewers, restaurateurs, cultural promoters) and local decision-makers. This evolving guide allows beer lovers and tourists passing through to locate authentic brewing sites, follow upcoming events and explore beer routes and itineraries across 600 European regions. This guide is also a promotional tool for the commune and is living proof of its dynamism. 

2. How is this guide structured?

The guide is organised by country, then by commune, with an alphabetical list to facilitate navigation. Each commune entry includes a brewing identity card, a few words from the mayor (or commune representative) and practical information (breweries, pubs, events, local specialities...). 

It also includes communes that have been awarded the label (1 to 3 hops), the ‘Golden hop’ and the regional ‘Stirring Stock’ awards and the list of beBeer-Ambassadors. It is both a tool for discovery and a means of promoting the local area.

3. Why do we refer to a ‘template’ for this online guide?

The document presented is a template of what a commune's page will look like once it has officially joined the beBeer network. It shows, in an illustrative way, the layout and type of content expected. This template allows interested communes and regions to visualise the impact and visibility they will benefit from as soon as they subscribe.

4. Can the presentation pages be modified once they have been published?

Yes, member communes are responsible for the content of their profiles and can request changes or additions. They can also suggest updates based on the seasons, events or developments in the local brewing scene. Similarly, brewers and promoters can add to their own profiles.

5. What is the concrete benefit for a commune of being included in this guide?

It is a tool for promoting culture, the economy and tourism. Being featured in the guide means raising your commune's profile among a passionate European audience, attracting new visitors, strengthening the local economy (restaurants, events, crafts) and projecting a dynamic image of your territory. It is also part of a strategy to network with other communes that share a passion for craft beer.

6. My commune is not listed in the guide. What should I do?

If your commune has brewing assets (even small ones), you can invite it to join the network. A standard letter is available to raise awareness among mayors and local elected councillors. Once a member, the commune can personalise its profile, adding its breweries, events, tourist routes, local specialities, etc., thereby gaining visibility on the European beer map. By sending this letter to your elected councillors, you will have contributed to promoting your commune in terms of beer tourism. Are you passionate about your commune and/or beer tourism? Why not become a Friend of beBeer?

1. What is the aim of beBeer?

The aim of beBeer is to promote beer culture in Europe, with a particular focus on local and regional craft beers. To achieve this, beBeer brings together the brewing community, offers an immersive digital experience via its ‘beBeer en poche’ app, is developing a European network of brewing towns and cities, and provides an interactive map for exploring this world. It is a real bridge between enthusiasts, brewers and regions, serving the European brewing heritage.

2. Where does the name ‘beBeer’ come from? 

The name beBeer is inspired by the Latin verb bibere, which means ‘to drink’. This nod to the ancient roots of beer reminds us that it has been consumed in Europe for over 2,000 years. The word also contains ‘be’, to emphasise that everyone can ‘be beer’: that is, identify with this local, artisanal and characterful drink. beBeer is therefore a bridge between tradition, identity and a passion for brewing across Europe.

3. Why become a friend of beBeer?

Becoming a friend of beBeer is much more than a simple gesture of support: it means joining a community of enthusiasts who value the richness of Europe's brewing heritage. As a ‘Friend of beBeer’, you will enjoy exclusive benefits (invitations, discounts, newsletter), receive a beBeer tasting glass and have your own profile on the beBeer app and on beBeer.eu. Through your €25 annual membership fee, you contribute to the independence of the network. It's also a concrete way to share your discoveries, exchange ideas with other enthusiasts and promote local beer. Your passion becomes a driving force for beer culture and tourism. So, are you ready to embark on this adventure?

4. What is the link between beBeer and beer tourism?

Beer tourism refers to all tourist activities related to discovering the world of craft beer: brewery tours, tastings, walks, events, etc. It promotes local expertise, boosts the local economy and integrates regional cultural and culinary offerings. In Europe, beBeer plays a central role in structuring this sector through the creation of the European Network of Brewing Towns and Villages, offering increased visibility to local stakeholders (towns, cities, breweries, etc.) and strengthening the link between heritage and tourist appeal.