Beer Tourism Case Study – Belgium Is Leading the World

Long a staple of the wine industry, the hottest trend in the beer industry is Beer Tourism, which puts heads in beds of local hotels, rear ends in seats of local restaurants, and thirsty people into breweries. And Belgium is leading the world, from its Trappist breweries to its beer culture being recently designated as a UNESCO World Heritage to the forthcoming “temple to Belgium beer” planned for the previous Brussels stock exchange building. Our speaker is Krishan Maudgal, who specializes in providing management and marketing services to the beer industry in Belgium.

Transcript

1. A UNIQUE RECIPE TOWARDS MEMORABLE BEER EXPERIENCES
2. A UNIQUE RECIPE TOWARDS MEMORABLE BEER EXPERIENCES BEER TOURISM a Case Study. BELGIUM. Krishan Maudgal Managing Director: Maudgal Int. ltd. & BeerAgency @kmaudgal - @BeerAgency
3. A UNIQUE RECIPE TOWARDS MEMORABLE BEER EXPERIENCES Agenda •  Belgium & Beer •  New Reality & Economy •  BeerTourism •  Belgian Beer World
4. A UNIQUE RECIPE TOWARDS MEMORABLE BEER EXPERIENCES Agenda •  Belgium & Beer •  New Reality & Economy •  BeerTourism •  Belgian Beer World
5. A UNIQUE RECIPE TOWARDS MEMORABLE BEER EXPERIENCES Belgium is … •  a small country with a difficult political climate •  „artificial“ Federal State •  „peaceful anarchism“ •  tolerant and flexible people •  lack of national pride and self-confidence •  lack of clear image and national identity
6. A UNIQUE RECIPE TOWARDS MEMORABLE BEER EXPERIENCES Beer in Belgium
7. A UNIQUE RECIPE TOWARDS MEMORABLE BEER EXPERIENCES
8. A UNIQUE RECIPE TOWARDS MEMORABLE BEER EXPERIENCES •  Belgian beer: –  is a -national- symbol and is embedded in our culture, roots and tradition. –  Is considered and perceived as one of the richest and most diverse beer cultures in the world. –  has been in a continous decline in the domestic market for the last decades. •  Shifts in consumer trends forced the Belgian brewers to consider international expansion.
9. A UNIQUE RECIPE TOWARDS MEMORABLE BEER EXPERIENCES •  In 2005, the Belgian Brewers exported for the first time more than the domestic consumption. •  In 2015, exports equalled 62% of the total beer production in Belgium •  With split: 70,5% of the export volumes are destined to ‘EU’ countries.
10. A UNIQUE RECIPE TOWARDS MEMORABLE BEER EXPERIENCES Agenda •  Belgium & Beer •  New Reality & Economy •  BeerTourism •  Belgian Beer World
11. A UNIQUE RECIPE TOWARDS MEMORABLE BEER EXPERIENCES Market conditions making it essential to do things differently… Market conditions will keep altering [deteriorating] Making it essential to gain ‘share’ in order to survive Some significant progression in trade marketing activation around traditional beers Increase grip on the market Focus on Quality, Service, Range and Culture. Development of new ‘commercial propositions’ A breakthrough in brand building A turnaround through a complete reengineering of the brand mix A well balanced brand portfolio on key strategic segments, including traditional specialties The development of long term ‘innovative’ propositions
12. A UNIQUE RECIPE TOWARDS MEMORABLE BEER EXPERIENCES Beer Market Maturity Matrix Regional Lager Brands Regional Lager Brands Regional Lager Brands Local Price Brands Local Price Brands Local Value Brands Local Value Brands National Core Lager Brands National Core Lager Brands National Core Lager Brands National Core Lager Brands Nat’l Premium Lager Brand Nat’l Premium Lager Brand Nat’l Premium Lager Brand Global Premium Lager Brands Global Premium Lager Brands Global Specialties & Avantgarde Brands Emerging Markets Transition Markets Developed Markets Consumer’s need for variety and choice Years
13. A UNIQUE RECIPE TOWARDS MEMORABLE BEER EXPERIENCES Consumer Relations DEEPEN BROADEN BEER Broaden the meaning of beer: gaining relevance on people centric level Particularize the meaning of beer: creating relevance on product intrinsic level
14. A UNIQUE RECIPE TOWARDS MEMORABLE BEER EXPERIENCES Shift towards Experience Economy CUSTOMER LIFETIME VALUE is a prediction of the net profit attributed to the entire future relationship with a customer businesses must orchestrate memorable events for their customers, and that the memory itself becomes the product — the “experience" experience economy as the next economy following the agrarian economy, the industrial economy, and the most recent service economy EXPERIENCE ECONOMY
15. A UNIQUE RECIPE TOWARDS MEMORABLE BEER EXPERIENCES Experience Economy logic
16. A UNIQUE RECIPE TOWARDS MEMORABLE BEER EXPERIENCES Experience economy logic
17. A UNIQUE RECIPE TOWARDS MEMORABLE BEER EXPERIENCES What happened in Coffee?
18. A UNIQUE RECIPE TOWARDS MEMORABLE BEER EXPERIENCES We now live in an experience economy where people have shifted from passive consumption to active participation…
19. A UNIQUE RECIPE TOWARDS MEMORABLE BEER EXPERIENCES Agenda •  Belgium & Beer •  New Reality & Economy •  BeerTourism •  Belgian Beer World
20. A UNIQUE RECIPE TOWARDS MEMORABLE BEER EXPERIENCES Beer Tourism Logic (old school) BEER as Primary motivation •  Beer routes •  Beer weekends •  Beer themed lunch •  Beer tasting •  Other PLACE as Primary motivation •  Festivals, events •  Beer museum •  Visiting breweries, brew houses •  Obtaining beer related items •  Visiting brasseries •  Other
21. A UNIQUE RECIPE TOWARDS MEMORABLE BEER EXPERIENCES Beer Tourism Logic (today) BEER BREWERY Must See Must Taste Must Live Must Understand •  Beer as an enabler •  Brewery as a facilitator •  Concept development •  Leverage Regional & (Inter)National dimensions Get the basics right!!!
22. A UNIQUE RECIPE TOWARDS MEMORABLE BEER EXPERIENCES Beer Tourism Logic (today) BEER BREWERY Must See Must Taste Must Live Must Understand BASICS = •  Infrastructure •  Storytelling •  Avoid technical arguments •  Enlarge the scope •  Collaboration •  Co-creation •  Tourism departments BEER TOURISM >>> hop on/off
23. A UNIQUE RECIPE TOWARDS MEMORABLE BEER EXPERIENCES Create aspirational environments
24. A UNIQUE RECIPE TOWARDS MEMORABLE BEER EXPERIENCES Create aspirational environments
25. A UNIQUE RECIPE TOWARDS MEMORABLE BEER EXPERIENCES Create aspirational environments
26. A UNIQUE RECIPE TOWARDS MEMORABLE BEER EXPERIENCES
27. A UNIQUE RECIPE TOWARDS MEMORABLE BEER EXPERIENCES The BFB Tour COMPASS
28. A UNIQUE RECIPE TOWARDS MEMORABLE BEER EXPERIENCES Objective of the BFB Tour Plus: •  You'll experience 'live' how craftsmanship relates to diversity, quality, marketing and brewing equipment. •  You'll discover what the fundamental meaning of beer is in Belgium •  You'll meet the Belgian Family Brewers in person (21 in total) and get the opportunity to establish intimate relationships •  We’ll be your guide throughout a complementary (beer) tourist program •  You’ll discover the Belgium in a slightly different way •  You’ll be challenged to actively participate in this memorable experience Beer lovers all over the world deserve to know ‘The Real Truth’ about the Belgian Family Brewers and their unique beers!
29. A UNIQUE RECIPE TOWARDS MEMORABLE BEER EXPERIENCES A Glimpse of our tours
30. A UNIQUE RECIPE TOWARDS MEMORABLE BEER EXPERIENCES Agenda •  Belgium & Beer •  New Reality & Economy •  BeerTourism •  Belgian Beer World
31. A UNIQUE RECIPE TOWARDS MEMORABLE BEER EXPERIENCES
32. A UNIQUE RECIPE TOWARDS MEMORABLE BEER EXPERIENCES
33. A UNIQUE RECIPE TOWARDS MEMORABLE BEER EXPERIENCES
34. A UNIQUE RECIPE TOWARDS MEMORABLE BEER EXPERIENCES
35. A UNIQUE RECIPE TOWARDS MEMORABLE BEER EXPERIENCES
36. A UNIQUE RECIPE TOWARDS MEMORABLE BEER EXPERIENCES
37. A UNIQUE RECIPE TOWARDS MEMORABLE BEER EXPERIENCES
38. A UNIQUE RECIPE TOWARDS MEMORABLE BEER EXPERIENCES
39. A UNIQUE RECIPE TOWARDS MEMORABLE BEER EXPERIENCES
40. A UNIQUE RECIPE TOWARDS MEMORABLE BEER EXPERIENCES
41. A UNIQUE RECIPE TOWARDS MEMORABLE BEER EXPERIENCES
42. A UNIQUE RECIPE TOWARDS MEMORABLE BEER EXPERIENCES
43. A UNIQUE RECIPE TOWARDS MEMORABLE BEER EXPERIENCES
44. A UNIQUE RECIPE TOWARDS MEMORABLE BEER EXPERIENCES
45. A UNIQUE RECIPE TOWARDS MEMORABLE BEER EXPERIENCES
46. A UNIQUE RECIPE TOWARDS MEMORABLE BEER EXPERIENCES
47. A UNIQUE RECIPE TOWARDS MEMORABLE BEER EXPERIENCES
48. A UNIQUE RECIPE TOWARDS MEMORABLE BEER EXPERIENCES
49. A UNIQUE RECIPE TOWARDS MEMORABLE BEER EXPERIENCES
50. A UNIQUE RECIPE TOWARDS MEMORABLE BEER EXPERIENCES 2019 BEER WORLD
51. A UNIQUE RECIPE TOWARDS MEMORABLE BEER EXPERIENCES
52. A UNIQUE RECIPE TOWARDS MEMORABLE BEER EXPERIENCES Ambition
53. A UNIQUE RECIPE TOWARDS MEMORABLE BEER EXPERIENCES Message: A must see visitor center/attraction in the Brussels’ city marketing. Brussels must become known worldwide as The ‘Capital of Beer’ and a tourist hub for visiting the EU. BBP is a new tourist edu-tainment center in the old stock-exchange building that will introduce Belgian Beer to a(n) inter-national audience Message: Share and expand the richness, diversity and traditions of the Belgian Beer Culture. •  Interactive •  personalized experience •  What they are looking for •  Xpad device •  Choose the level of information •  Learn what they like •  Tailor what they prefer to enjoy. The BBP will provide an ultimate entertaining experience with Belgian Beers in a modern and dynamic way. The leading principle will be ‘The Tastes of Belgian Beers’: the taste sensations people can experience during a journey through the unique variety of Belgian beers Context & Mission
54. A UNIQUE RECIPE TOWARDS MEMORABLE BEER EXPERIENCES Beer is to Belgium…
55. A UNIQUE RECIPE TOWARDS MEMORABLE BEER EXPERIENCES 1,2 mio. visitors per year Benchmarks
56. A UNIQUE RECIPE TOWARDS MEMORABLE BEER EXPERIENCES 1 mio. visitors per year Benchmarks
57. A UNIQUE RECIPE TOWARDS MEMORABLE BEER EXPERIENCES 320K visitors each year Benchmarks
58. A UNIQUE RECIPE TOWARDS MEMORABLE BEER EXPERIENCES 620K visitors last year + 50K event visitors Benchmarks
59. A UNIQUE RECIPE TOWARDS MEMORABLE BEER EXPERIENCES Benchmarks Opening spring 2016
60. A UNIQUE RECIPE TOWARDS MEMORABLE BEER EXPERIENCES AMBITION: The Belgian Beer Experience Center of all Belgian Brewers. 30 breweries committed already… … and counting !!! Committment Breweries
61. A UNIQUE RECIPE TOWARDS MEMORABLE BEER EXPERIENCES The creation of an immersive Belgian Beer Experience where visitors can: explore and uncover, taste and engage, enjoy and share, meet and bond, whilst stirring their curiosity, teasing their senses, exciting the! imaginations and embracing them with the Belgian hospitality.! Concept
62. A UNIQUE RECIPE TOWARDS MEMORABLE BEER EXPERIENCES www.belgiumbeerpalace.be
63. A UNIQUE RECIPE TOWARDS MEMORABLE BEER EXPERIENCES www.belgiumbeerpalace.be
64. A UNIQUE RECIPE TOWARDS MEMORABLE BEER EXPERIENCES Krishan Maudgal +32 475 98 22 02 www.maudgal-int.com krishan@maudgal-int.com www.beeragency.org krishan@beeragency.org