In the past year, in the food and wine tourism market, there has been a growing interest in the world of beer. More and more often, tourists request to visit breweries, not only in places traditionally best known for these productions (Belgian Beer Routes), but also in destinations that until now were outside the classic circuits. Local beer productions, following the example of what happened in the past with wine, are increasingly attracting the interest and curiosity of tourists. Production sites have become real tourist destinations, desired and visited. Considered real attractions almost on par with artistic and monumental beauties, among the best-known destinations in this sector are: “Your trip to Ireland cannot be complete without a visit to Dublin’s number one tourist attraction. Moving from one floor to another, you will learn everything it takes to make a perfect pint of Guinness.” This is the slogan on the Guinness Storehouse website. The site is open every day of the week from 9:30 am to 7:00 pm and tickets can be purchased online. It is structured on several levels: the ground floor is dedicated to the 4 fundamental ingredients of beer (water, barley, hops, and yeast); the first floor is dedicated to the production of barrels, which allowed Guinness to export its product to 150 countries; on the second floor are the tasting rooms that engage all the senses; the third floor is dedicated to the company’s history through advertising; while the fourth floor hosts the Guinness Academy, where you can learn to pour a perfect pint of Guinness and obtain a tapster certificate. It is considered one of the main attractions to visit in the city of Copenhagen and includes a factory tour and tastings. Currently, the museum is temporarily closed due to renovation and modernization works. There is no information on the reopening date. At the moment, only the Brand Store is accessible, open from Tuesday to Thursday from 11:00 am to 3:00 pm. The latter is a real museum, created as a corporate and territorial marketing tool and now a popular tourist attraction. Today it has 880,000 visitors a year and is one of the most visited attractions in Amsterdam. It is open every day from 10:30 am to 7:30 pm and until 9:00 pm on weekends; the ticket costs 18 euros. In 2001 the museum was revamped and the tour became more engaging. It is currently divided into 4 levels: on the first level you can watch vintage films and old advertisements; on the second level all the stages of beer production are shown; on the third level you have the opportunity to create a real souvenir video (you simulate a fun bike ride through the streets of Amsterdam to music) that can be shared on social media; on the fourth level the visit ends with a tasting and the chance to shop in the store. The interest of tourism in the world of beer has stimulated the development of new ways to experience it, which is why producers have opened their factories to the public, organizing guided tours or creating real company museums. Certainly contributing to the change is the growth trend of craft beer, which has now become a highly appreciated beverage and often a competitor to wine, not only during aperitifs but also during meals, paired with every course, from the first dish to dessert. Even in Sardinia, microbreweries are multiplying and the styles offered are many and varied, but producers are not yet organized to welcome tourists in a structured and continuous way. But what are the main reasons that determine the success of this type of experience? I consider myself a beer tourist in every respect, even if I am still a beginner. At the moment my interest has been captured by some of the most famous Belgian breweries, but I plan to visit some of the best-known Italian craft breweries.
And you, do you consider yourselves beer tourists?
And you, do you consider yourselves beer tourists?
And you, do you consider yourselves beer tourists?
