{"id":6327,"date":"2019-03-24T15:27:03","date_gmt":"2019-03-24T13:27:03","guid":{"rendered":"https:\/\/blog.zhaw.ch\/sml-international\/?p=6327"},"modified":"2025-07-25T11:53:58","modified_gmt":"2025-07-25T09:53:58","slug":"as-the-saying-goes-wine-is-to-france-beer-is-to-belgium","status":"publish","type":"post","link":"https:\/\/blog.zhaw.ch\/sml-international\/as-the-saying-goes-wine-is-to-france-beer-is-to-belgium\/","title":{"rendered":"As the saying goes wine is to France, Beer is to Belgium"},"content":{"rendered":"\n

Beer brewing in Brussels\ndates back to the 12th century and is therefore very incarnated in Brussels\nDNA. The beer drinking culture has even been recognized by the UNESCO as an\n\u201eIntangible Cultural Heritage of Humanity \u201c. Brussels is the home of many\nbreweries and has seen a rise in innovative craft beers. Brussels breweries\nproduce over 1,000 different types of beers, which have contributed to a very\ndiverse beer industry in Belgium. Since craft breweries have been on the rise\nglobally, the demand of such beer in Belgium has grown and helped establish\nmany more microbreweries. Belgium today has over 230 craft breweries that\nproduce some of the best craft beers worldwide. <\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

During our study-trip we had the opportunity to experience this rich beer culture ourselves. Interested whether a Swiss craft beer brand would be successful, we gathered insights from locals and tourists. The interviewed Belgians are all very proud of their beer and prefer drinking Belgian beer instead of any other due to the perceived high quality of the beer. On the other hand, internationals mostly prefer beer from their own country. In general, quality is highly important and outweighs the price. Most tourists are willing to try Swiss beer while locals are more hesitant to do so. Both of them mostly associate Switzerland with chocolate, mountains, snow, and cheese. However, neither of them was aware that Switzerland produces quality beer. <\/p>\n\n\n\n

Additionally, the local corner stores have a wide range of Belgian beers with only a few well-established international brands such as Heineken and Corona. However, for people looking to try international beers, well-known local bars can be visited while smaller bars mostly concentrate on offering Belgian beer. A well-recognized local bar has had a Swiss beer in their selection but stopped selling it. Conclusively, the biggest threats for the establishment of Swiss craft beer are competitors such as Westvleteren, Chimay Bleue, and Cantillon. When entering Brussels, Swiss beer would need to be adapted to local preferences. Women tend to prefer fruity and light beer, whereas men tend to stronger and fuller beer. For this reason, Swiss craft beer brewers should use a differentiated strategy for the gender in Brussels. <\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

To conclude, demand for the Swiss craft beer would exist yet to a certain extent in the short-term. Moreover, Switzerland has a positive reputation for quality products, which could be helpful when introducing a new product. On the contrary, since Brussels has many existing craft breweries, the market is highly competitive. For this reason, it would be difficult to change the buying behaviour on the market in Brussels. Introducing Swiss craft beer in the Brussels, would therefore not be an easy journey. The Brussels beer is strongly dominating its local beer market and \u201cforeign beers have had little to no success so far\u201d according to Jean-Louis Van de Perre, expert in the Belgian beer market. Therefore, a market entry for Swiss craft beer in Brussels is not recommended.<\/p>\n\n\n\n

Andrija, Emanuel, Juanita, Patricia, Prince and Selma<\/p>\n\n\n\n

\n
\"\"<\/figure>\n\n\n\n
\"\"<\/figure>\n\n\n\n
\"\"<\/figure>\n<\/figure>\n","protected":false},"excerpt":{"rendered":"

Beer brewing in Brussels dates back to the 12th century and is therefore very incarnated in Brussels DNA. The beer drinking culture has even been recognized by the UNESCO as an \u201eIntangible Cultural Heritage of Humanity \u201c. Brussels is the home of many breweries and has seen a rise in innovative craft beers. Brussels breweries […]<\/p>\n","protected":false},"author":449,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"ngg_post_thumbnail":0,"footnotes":""},"categories":[1560],"tags":[],"features":[],"class_list":["post-6327","post","type-post","status-publish","format-standard","hentry","category-msc-ib-study-trip-brussels-2019"],"yoast_head":"\nAs the saying goes wine is to France, Beer is to Belgium - SML International Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blog.zhaw.ch\/sml-international\/as-the-saying-goes-wine-is-to-france-beer-is-to-belgium\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"As the saying goes wine is to France, Beer is to Belgium\" \/>\n<meta property=\"og:description\" content=\"Beer brewing in Brussels dates back to the 12th century and is therefore very incarnated in Brussels DNA. The beer drinking culture has even been recognized by the UNESCO as an \u201eIntangible Cultural Heritage of Humanity \u201c. Brussels is the home of many breweries and has seen a rise in innovative craft beers. Brussels breweries […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/blog.zhaw.ch\/sml-international\/as-the-saying-goes-wine-is-to-france-beer-is-to-belgium\/\" \/>\n<meta property=\"og:site_name\" content=\"SML International Blog\" \/>\n<meta property=\"article:published_time\" content=\"2019-03-24T13:27:03+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-07-25T09:53:58+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/blog.zhaw.ch\/sml-international\/files\/2019\/03\/WhatsApp-Image-2019-03-24-at-14.16.501.jpeg\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"768\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"ernstpat\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"ernstpat\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/blog.zhaw.ch\/sml-international\/as-the-saying-goes-wine-is-to-france-beer-is-to-belgium\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/blog.zhaw.ch\/sml-international\/as-the-saying-goes-wine-is-to-france-beer-is-to-belgium\/\"},\"author\":{\"name\":\"ernstpat\",\"@id\":\"https:\/\/blog.zhaw.ch\/sml-international\/#\/schema\/person\/69c473d2e1b82c4fb2bbc526f605dcad\"},\"headline\":\"As the saying goes wine is to France, Beer is to Belgium\",\"datePublished\":\"2019-03-24T13:27:03+00:00\",\"dateModified\":\"2025-07-25T09:53:58+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/blog.zhaw.ch\/sml-international\/as-the-saying-goes-wine-is-to-france-beer-is-to-belgium\/\"},\"wordCount\":506,\"commentCount\":0,\"image\":{\"@id\":\"https:\/\/blog.zhaw.ch\/sml-international\/as-the-saying-goes-wine-is-to-france-beer-is-to-belgium\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/blog.zhaw.ch\/sml-international\/files\/2019\/03\/WhatsApp-Image-2019-03-24-at-14.16.501-1024x768.jpeg\",\"articleSection\":[\"MSc IB Study Trip Brussels 2019\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/blog.zhaw.ch\/sml-international\/as-the-saying-goes-wine-is-to-france-beer-is-to-belgium\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/blog.zhaw.ch\/sml-international\/as-the-saying-goes-wine-is-to-france-beer-is-to-belgium\/\",\"url\":\"https:\/\/blog.zhaw.ch\/sml-international\/as-the-saying-goes-wine-is-to-france-beer-is-to-belgium\/\",\"name\":\"As the saying goes wine is to France, Beer is to Belgium - SML International Blog\",\"isPartOf\":{\"@id\":\"https:\/\/blog.zhaw.ch\/sml-international\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/blog.zhaw.ch\/sml-international\/as-the-saying-goes-wine-is-to-france-beer-is-to-belgium\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/blog.zhaw.ch\/sml-international\/as-the-saying-goes-wine-is-to-france-beer-is-to-belgium\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/blog.zhaw.ch\/sml-international\/files\/2019\/03\/WhatsApp-Image-2019-03-24-at-14.16.501-1024x768.jpeg\",\"datePublished\":\"2019-03-24T13:27:03+00:00\",\"dateModified\":\"2025-07-25T09:53:58+00:00\",\"author\":{\"@id\":\"https:\/\/blog.zhaw.ch\/sml-international\/#\/schema\/person\/69c473d2e1b82c4fb2bbc526f605dcad\"},\"breadcrumb\":{\"@id\":\"https:\/\/blog.zhaw.ch\/sml-international\/as-the-saying-goes-wine-is-to-france-beer-is-to-belgium\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/blog.zhaw.ch\/sml-international\/as-the-saying-goes-wine-is-to-france-beer-is-to-belgium\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/blog.zhaw.ch\/sml-international\/as-the-saying-goes-wine-is-to-france-beer-is-to-belgium\/#primaryimage\",\"url\":\"https:\/\/blog.zhaw.ch\/sml-international\/files\/2019\/03\/WhatsApp-Image-2019-03-24-at-14.16.501-1024x768.jpeg\",\"contentUrl\":\"https:\/\/blog.zhaw.ch\/sml-international\/files\/2019\/03\/WhatsApp-Image-2019-03-24-at-14.16.501-1024x768.jpeg\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/blog.zhaw.ch\/sml-international\/as-the-saying-goes-wine-is-to-france-beer-is-to-belgium\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Startseite\",\"item\":\"https:\/\/blog.zhaw.ch\/sml-international\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"As the saying goes wine is to France, Beer is to Belgium\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/blog.zhaw.ch\/sml-international\/#website\",\"url\":\"https:\/\/blog.zhaw.ch\/sml-international\/\",\"name\":\"SML International Blog\",\"description\":\"Ein Blog der ZHAW Z\u00fcrcher Hochschule f\u00fcr Angewandte Wissenschaften\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/blog.zhaw.ch\/sml-international\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/blog.zhaw.ch\/sml-international\/#\/schema\/person\/69c473d2e1b82c4fb2bbc526f605dcad\",\"name\":\"ernstpat\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/secure.gravatar.com\/avatar\/839b1d037f9f17097429915fd023e3acbe8d437fd518309670ceab41663bec4a?s=96&d=mm&r=g\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/839b1d037f9f17097429915fd023e3acbe8d437fd518309670ceab41663bec4a?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/839b1d037f9f17097429915fd023e3acbe8d437fd518309670ceab41663bec4a?s=96&d=mm&r=g\",\"caption\":\"ernstpat\"},\"url\":\"https:\/\/blog.zhaw.ch\/sml-international\/author\/ernstpat\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"As the saying goes wine is to France, Beer is to Belgium - SML International Blog","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/blog.zhaw.ch\/sml-international\/as-the-saying-goes-wine-is-to-france-beer-is-to-belgium\/","og_locale":"en_US","og_type":"article","og_title":"As the saying goes wine is to France, Beer is to Belgium","og_description":"Beer brewing in Brussels dates back to the 12th century and is therefore very incarnated in Brussels DNA. The beer drinking culture has even been recognized by the UNESCO as an \u201eIntangible Cultural Heritage of Humanity \u201c. Brussels is the home of many breweries and has seen a rise in innovative craft beers. Brussels breweries […]","og_url":"https:\/\/blog.zhaw.ch\/sml-international\/as-the-saying-goes-wine-is-to-france-beer-is-to-belgium\/","og_site_name":"SML International Blog","article_published_time":"2019-03-24T13:27:03+00:00","article_modified_time":"2025-07-25T09:53:58+00:00","og_image":[{"width":1024,"height":768,"url":"https:\/\/blog.zhaw.ch\/sml-international\/files\/2019\/03\/WhatsApp-Image-2019-03-24-at-14.16.501.jpeg","type":"image\/jpeg"}],"author":"ernstpat","twitter_card":"summary_large_image","twitter_misc":{"Written by":"ernstpat","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/blog.zhaw.ch\/sml-international\/as-the-saying-goes-wine-is-to-france-beer-is-to-belgium\/#article","isPartOf":{"@id":"https:\/\/blog.zhaw.ch\/sml-international\/as-the-saying-goes-wine-is-to-france-beer-is-to-belgium\/"},"author":{"name":"ernstpat","@id":"https:\/\/blog.zhaw.ch\/sml-international\/#\/schema\/person\/69c473d2e1b82c4fb2bbc526f605dcad"},"headline":"As the saying goes wine is to France, Beer is to Belgium","datePublished":"2019-03-24T13:27:03+00:00","dateModified":"2025-07-25T09:53:58+00:00","mainEntityOfPage":{"@id":"https:\/\/blog.zhaw.ch\/sml-international\/as-the-saying-goes-wine-is-to-france-beer-is-to-belgium\/"},"wordCount":506,"commentCount":0,"image":{"@id":"https:\/\/blog.zhaw.ch\/sml-international\/as-the-saying-goes-wine-is-to-france-beer-is-to-belgium\/#primaryimage"},"thumbnailUrl":"https:\/\/blog.zhaw.ch\/sml-international\/files\/2019\/03\/WhatsApp-Image-2019-03-24-at-14.16.501-1024x768.jpeg","articleSection":["MSc IB Study Trip Brussels 2019"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/blog.zhaw.ch\/sml-international\/as-the-saying-goes-wine-is-to-france-beer-is-to-belgium\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/blog.zhaw.ch\/sml-international\/as-the-saying-goes-wine-is-to-france-beer-is-to-belgium\/","url":"https:\/\/blog.zhaw.ch\/sml-international\/as-the-saying-goes-wine-is-to-france-beer-is-to-belgium\/","name":"As the saying goes wine is to France, Beer is to Belgium - SML International Blog","isPartOf":{"@id":"https:\/\/blog.zhaw.ch\/sml-international\/#website"},"primaryImageOfPage":{"@id":"https:\/\/blog.zhaw.ch\/sml-international\/as-the-saying-goes-wine-is-to-france-beer-is-to-belgium\/#primaryimage"},"image":{"@id":"https:\/\/blog.zhaw.ch\/sml-international\/as-the-saying-goes-wine-is-to-france-beer-is-to-belgium\/#primaryimage"},"thumbnailUrl":"https:\/\/blog.zhaw.ch\/sml-international\/files\/2019\/03\/WhatsApp-Image-2019-03-24-at-14.16.501-1024x768.jpeg","datePublished":"2019-03-24T13:27:03+00:00","dateModified":"2025-07-25T09:53:58+00:00","author":{"@id":"https:\/\/blog.zhaw.ch\/sml-international\/#\/schema\/person\/69c473d2e1b82c4fb2bbc526f605dcad"},"breadcrumb":{"@id":"https:\/\/blog.zhaw.ch\/sml-international\/as-the-saying-goes-wine-is-to-france-beer-is-to-belgium\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/blog.zhaw.ch\/sml-international\/as-the-saying-goes-wine-is-to-france-beer-is-to-belgium\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/blog.zhaw.ch\/sml-international\/as-the-saying-goes-wine-is-to-france-beer-is-to-belgium\/#primaryimage","url":"https:\/\/blog.zhaw.ch\/sml-international\/files\/2019\/03\/WhatsApp-Image-2019-03-24-at-14.16.501-1024x768.jpeg","contentUrl":"https:\/\/blog.zhaw.ch\/sml-international\/files\/2019\/03\/WhatsApp-Image-2019-03-24-at-14.16.501-1024x768.jpeg"},{"@type":"BreadcrumbList","@id":"https:\/\/blog.zhaw.ch\/sml-international\/as-the-saying-goes-wine-is-to-france-beer-is-to-belgium\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Startseite","item":"https:\/\/blog.zhaw.ch\/sml-international\/"},{"@type":"ListItem","position":2,"name":"As the saying goes wine is to France, Beer is to Belgium"}]},{"@type":"WebSite","@id":"https:\/\/blog.zhaw.ch\/sml-international\/#website","url":"https:\/\/blog.zhaw.ch\/sml-international\/","name":"SML International Blog","description":"Ein Blog der ZHAW Z\u00fcrcher Hochschule f\u00fcr Angewandte Wissenschaften","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/blog.zhaw.ch\/sml-international\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/blog.zhaw.ch\/sml-international\/#\/schema\/person\/69c473d2e1b82c4fb2bbc526f605dcad","name":"ernstpat","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/839b1d037f9f17097429915fd023e3acbe8d437fd518309670ceab41663bec4a?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/839b1d037f9f17097429915fd023e3acbe8d437fd518309670ceab41663bec4a?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/839b1d037f9f17097429915fd023e3acbe8d437fd518309670ceab41663bec4a?s=96&d=mm&r=g","caption":"ernstpat"},"url":"https:\/\/blog.zhaw.ch\/sml-international\/author\/ernstpat\/"}]}},"_links":{"self":[{"href":"https:\/\/blog.zhaw.ch\/sml-international\/wp-json\/wp\/v2\/posts\/6327","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blog.zhaw.ch\/sml-international\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.zhaw.ch\/sml-international\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.zhaw.ch\/sml-international\/wp-json\/wp\/v2\/users\/449"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.zhaw.ch\/sml-international\/wp-json\/wp\/v2\/comments?post=6327"}],"version-history":[{"count":3,"href":"https:\/\/blog.zhaw.ch\/sml-international\/wp-json\/wp\/v2\/posts\/6327\/revisions"}],"predecessor-version":[{"id":8158,"href":"https:\/\/blog.zhaw.ch\/sml-international\/wp-json\/wp\/v2\/posts\/6327\/revisions\/8158"}],"wp:attachment":[{"href":"https:\/\/blog.zhaw.ch\/sml-international\/wp-json\/wp\/v2\/media?parent=6327"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.zhaw.ch\/sml-international\/wp-json\/wp\/v2\/categories?post=6327"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.zhaw.ch\/sml-international\/wp-json\/wp\/v2\/tags?post=6327"},{"taxonomy":"features","embeddable":true,"href":"https:\/\/blog.zhaw.ch\/sml-international\/wp-json\/wp\/v2\/features?post=6327"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}