Biere en fete Mons
Bierfestival op de Grote Markt van Mons met 23 brouwerijen en meer dan 80 ambachtelijke bieren om te proeven.
Position craft beer brands and local breweries as must-visit attractions for beer enthusiasts and tourists seeking authentic Belgian beer experiences.
- Spotlight 23 artisanal breweries: behind-the-scenes brewery tours and tasting guides
- 80+ craft beers ranked: create a 'beer passport' challenge for festival-goers to share on social
- Belgian beer culture deep-dive: educational content on brewing traditions and regional styles
- Travel package promotions: partner with hospitality/tourism to bundle festival tickets with accommodation
Bière en fête brings together 23 breweries and more than 80 artisanal beers for tasting on the Grand-Place of Mons . The event invites visitors to rediscover beers that made Belgium the "world beer capital," with special beers, local products, concerts and activities throughout this unique weekend . [ "23 breweries and over 80 craft beers on tasting stands", "Concerts throughout the weekend", "Beer-themed competitions and games", "Artisan meetings and festive atmosphere", "Central location on Mons' historic Grand-Place" ]
Friday 10 April 2026
Opening day – beer stands, artisan meetings, festive atmosphere
Saturday 11 April 2026
Full day of tastings, concerts, competitions and games
Sunday 12 April 2026
Final day with concerts, competitions and beer-themed activities
Notable campaigns5
- Duvel Moortgat (2024): Participates as one of 23 breweries in Bière en Fête Mons with dedicated festival stands managed by local bars/establishments (La Maison des Brasseurs / Duvel stand)
- Chimay Brewery (2024): Exhibits at Bière en Fête Mons with branded stand (Excelsior / Chimay) showcasing Trappist ales, leveraging festival as major promotional platform for artisanal beer discovery
- Kwak Brewery (2024): Participates with festival booth (Jekyll / Kwak) featuring their signature strong ale, relying on event traffic for direct consumer tastings and brand engagement
- Rodenbach Brewery (2024): Exhibits at Bière en Fête with dedicated stand (A la Mer / Rodenbach) promoting their sour/red ale heritage during the festival
- Caulier Brewery (2024): Participates in Bière en Fête as one of featured breweries (Le Copenhague / Caulier) with festival booth for direct tastings and brand discovery
Campaign ideas7
- Launch pre-event brewery spotlight series highlighting each of the 23 participating breweries with founder stories, beer history, and unique brewing processes across social media
- Create limited-edition event merchandise (branded glasses, koozies, lanyards) sold at the festival with QR codes linking to brewery profiles and regional beer maps
- Organize guided tasting tours (3-hour sessions) pairing regional beers with local Mons cheese and charcuterie; promote via tourism boards
- Partner with local restaurants and bars for pre-festival 'brewery samplers' weeks before, driving awareness and ticket sales
- Launch an Instagram contest where visitors share festival photos with location tags and event hashtags for chances to win craft beer gift boxes
- Host live brewing demonstrations or workshops on Grand Place during the festival showing beer-making techniques
- Create festival passport campaign: visitors collect stamps from each brewery stand to win prizes, incentivizing venue-hopping and longer engagement
Social angles5
- 🍺 Meet the 23 breweries bringing Belgian beer culture to Mons' Grand Place. Which one will you discover first? #BièreEnFêteMons #CraftBeer #Belgium
- From Duvel to Chimay to local treasures — 80+ beers in one place. Mons becomes the beer capital. Festival dates coming. #BelgianBeer #SupportLocal
- Taste. Learn. Celebrate. Join the Bière en Fête community where brewery masters share stories behind every pour. #BelgianCraftBeer #Mons
- Golden ales, Trappist classics, and regional secrets — discover what makes Belgium the world's beer capital at Bière en Fête. #BeerFestival #Mons
- Your brewery passport awaits. Collect stamps, try 80+ beers, win prizes. This is how Mons celebrates beer. #BièreEnFêteMons #BeerPassport
Ad copy starters5
“80 Belgian beers. One unforgettable weekend. Bière en Fête Mons — July 3-5. Save your spot.”
“Where Belgium's beer heritage comes alive: Mons' Grand Place. 23 breweries. 80+ beers. Zero regrets.”
“From craft microbrews to Trappist classics — discover why Belgium is the world's beer capital.”
“Your Belgium beer bucket list starts here. Bière en Fête Mons: the festival brewers built for beer lovers.”
“3 days. 23 breweries. 80+ beers. One Grand Place. Don't miss Bière en Fête Mons.”
Tips4
- Do: Partner early with all 23 breweries to co-promote via their social channels, customer lists, and taproom signage. Don't: Try to sell the event as just a party; position it as a celebration of Belgian brewing heritage and craftsmanship.
- Do: Use free tourism listings (Wallonia tourism portal, quefaire.be, Mons city website) to capture travelers planning trips. Don't: Rely only on paid ads; organic visibility through breweries and tourism calendars is more cost-effective for a regional event.
- Do: Offer VIP/early-access packages (pre-festival tastings, brewery tours, reserved seating areas) to create urgency and upsell. Don't: Neglect email retargeting — past attendees are your warmest audience for repeat attendance.
- Do: Highlight local/regional breweries equally with famous names like Duvel and Chimay; craft beer enthusiasts value discovery. Don't: Host the festival in isolation — tie it to Mons tourism, lodging, food partnerships, and local events for broader appeal.