Belgium, renowned for its rich history, medieval architecture, and exquisite cuisine brought its exceptional beer culture to Mumbai. Boasting a brewing heritage that spans centuries, Belgium’s diverse and meticulously crafted beers, including lambics, trappists, Flemish red ales, sour brown ales, strong ales and stouts, have garnered global acclaim.

The uniqueness of Belgium’s beer culture is so profound that it was recognized by UNESCO as part of the Intangible Cultural Heritage of Humanity in 2016. 

In a strategic move to foster dialogue and exploration in the vibrant Indian market, Mumbai took center stage as the host to a distinguished 13 member business delegation on November 29th and 30th. Comprising 11 companies, predominantly esteemed Belgian breweries and craft spirit producers, the delegation’s visit served as more than a mere showcase of Belgium’s illustrious tradition in brewing and distillation. It emerged as a unique opportunity for Indian industry stakeholders to immerse themselves in the intricate world of Belgian beer and spirits, gaining a profound understanding of the potential these beverages hold in the Indian context.

The two-day visit kicked off with a workshop on ‘Go-to-Market Strategy for Imported Beer and Spirits in India.’ The session provided a platform for the Belgian delegation to understand the nuances of the Indian market, its regulatory landscape, and consumer preferences. Representatives from AB Inbev and BrewDog shared insights on effective marketing strategies, distribution channels, and the regulatory framework governing the importation and sale of alcoholic beverages in India.

Following the workshop, the Belgian delegation embarked on a journey to explore Mumbai’s vibrant hospitality and retail scene. Visits to HORECA establishments such as BrewDog and Gateway Taproom allowed the delegation to witness firsthand how Belgian beverages could find a place in the heart of India’s culinary and social experience. 

Integral to the visit were the one-on-one meetings between the Belgian delegation and Indian importers, buyers, and industry influencers. These personalized sessions served as a platform for fostering relationships, discussing potential collaborations, and addressing queries related to distribution, branding, and market positioning.

The Belgian representatives presented their unique varieties of beers, gins and liquor, highlighting the tradition, processes and the distinctive qualities that set their products apart. The meetings not only provided a forum for business discussions but also allowed for an exchange that strengthened the ties between the Belgian and Indian stakeholders.

The pinnacle of the delegation’s visit was a professional tasting event that brought together members of the Indian alcoholic beverage industry, influencers, and connoisseurs. Held in a curated setting, the event showcased the diverse range of Belgian beers, spirits, and non-alcoholic beverages.

As the Belgian Beer and Spirits Delegation concluded its visit to Mumbai, it left behind a legacy of strengthened ties between two worlds – one steeped in Belgian brewing and distillation traditions and the other pulsating with the energy of India’s vibrant alcoholic beverage industry. The exchange of knowledge, the establishment of new business connections, and the appreciation of flavors marked a significant chapter in the ongoing narrative of global beverage diplomacy.

Belgium’s liquid ambassadors departed with a sense of fulfillment, knowing that the flavors of their homeland had found a receptive audience in the dynamic and diverse market of India. The Mumbai rendezvous was not just a business expedition; it was a testament to the enduring power of shared experiences and the universal language spoken through the art of brewing and distillation.

If you want to explore the companies that took part in the delegation, check out the the links to the website – Brouwerij Boon, Brouwerij Cornelissen, Tipsy Brewery, Van Bulck, Brouwerij Brabandere, Antwerpse Brewing Compagnie, Duvel Moortgat, Weynants, Brouwerij Huyghe, Boury Bottled, Belberry. 

About the Organisers 

Flanders Investment & Trade (FIT) is a government entity charged with the responsibility of promoting bilateral trade and investment for Flanders based companies, Flanders is the Northern Region of Belgium. For more information on the companies and the delegation you can write to Flanders Investment and Trade at mumbai@fitagency.com