News tag: Belgian Beer Weekend

When you organize "something" for the very first time, it's always darn difficult to forecast how "successful" you might be.

Well, when we were approached to develop and organize "a" Belgian Beer Weekend in Tokyo, we strongly felt that we better made it not the usual beer guzzling and sausage stuffing fest... We definitely wanted to be different, and backed up by one of Japan's largest breweries, we created a fancy and total concept that allowed us to market coherently 45 different Belgian beers of 10 different beer categories at the posh and upscale Roppongi Hills Arena. Doesn't sound very impressive, unless you realize that our Japanese target public mainly drinks pilsner, ....and consequently has never heard about the other 9 Belgian beer categories.

With 15,000 visitors in 2.5 days the Belgian Beer Weekend Tokyo became much more than we expected! For sure the weather gods were on our side, but the event concept, the organization, the live performances, twitter and the great Belgian beers really raised the "bar".

We have been drinking for 48 hours, but now we go for a weekend + 1 day. From 10 till 12 September, we are organizing -for the first time- the Belgian Beer Weekend Tokyo at Roppongi Hills Arena. Join us with 15,000 other beer lovers and feel Brussels in Tokyo.

www.belgianbeerweekend.jp