What is the “Brewing commune” label?
It is a distinction awarded by the expert jury of the beBeer community to European towns and communes that showcase their brewing heritage. This label rewards local commitment to craft beer, to local breweries and their promoters (estaminets 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.
Is the “Brewing commune” label an official or normative label, like an ISO standard?
No, the “Brewing commune” label is not an ISO-type label. It is neither an official certification issued by an internationally recognised body, nor an industrial standard accompanied by an external audit. It is a qualitative recognition, awarded by the beBeer jury — made up of experts from the local, regional, brewing and tourism worlds — within its European network for the promotion of brewing heritage.
What is the awarding of the “Brewing commune” label based on?
The label is awarded on the basis of an application, using a grid of objective criteria: presence of breweries or microbreweries, local events, beer-based specialities, tourism promotion activities, etc. The assessment is carried out by the beBeer jury, made up of experts from the local, regional, brewing and tourism worlds. This label is above all part of a logic of territorial promotion: it allows a commune to tell the story of its brewing identity, to bring together its local players and to strengthen its tourism appeal.
Who can access the label?
Any commune participating in the European network of brewing towns and communes can apply for the label. The network is open to localities in the 27 EU countries as well as the countries of the Council of Europe, and is linked to an annual contribution (€150, €300 or €500 depending on the size of the commune). As soon as the commune is part of the network, access to the labelling procedure is free.
Who can submit an application for the label?
The application can be submitted either directly by the commune, or by a locally based public or semi-public institution (e.g. tourist office, museum, local development agency), provided the commune has given its agreement. Only one application per commune is accepted.
When should the application be submitted?
Submission can take place 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 are automatically deferred to the following year. The evaluation process takes a maximum of one month.
What does a labelled commune receive?
A commune that has obtained the label receives an official plaque (sent by post), is presented in the European digital guide and in the “beBeer en poche” app, receives a promotional kit (with press-release templates, communication ideas, visuals, etc.), and the labelling is showcased on beBeer's social media. It is a real lever for visibility and local development around beer tourism.
What are the benefits for the commune?
Beyond official recognition, the label helps attract beer lovers, tourists and people curious about local heritage. It showcases economic players (brewers, restaurateurs, event organisers) and helps strengthen the commune's identity image 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 commune's visibility and appeal, both regionally and internationally.
What are the criteria for obtaining the label?
The assessment is based on a grid of 10 criteria linked to the intensity of the local brewing presence: breweries, microbreweries, estaminets, places dedicated to beer, events, brotherhoods, specialist shops, restaurants, culinary specialities based on beer, and tourism promotion activities. Each element counts for a number of points. 50 points are needed 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 communes.
Is it mandatory to have a brewery in your territory to be labelled?
No, it is not mandatory. Brewing presence can also be expressed through a historical past, events, cultural venues, or tourism or gastronomic activities around beer. A village without a brewery can perfectly well obtain the label if it showcases this culture well enough.
How does the evaluation of applications work?
An independent jury, made up of experts from the beBeer community from the brewing world and the territories, analyses the applications according to the criteria grid. The process takes a maximum of one month. Decisions are final. Each year, additional elements may be taken into account for a future application or for obtaining an additional “hop”. The label is valid for one calendar year.
