Discover the EU’s lesser-known beers at this year’s Food & Drink Expo
Landlords, publicans, and bar managers looking for fresh inspiration to captivate adventurous drinkers will find a wealth of opportunities at the European Union’s ‘More Than Only Food & Drink’ stand at this year’s Food & Drink Expo (Booth KK331 NEC Birmingham, April 7th - 9th).
Located at Booth KK331, the initiative offers a unique showcase of exceptional EU beers, featuring both revered classics and innovative modern brews that can refresh and diversify any drinks menu.
The ‘More Than Only Food & Drink’ campaign launched in the UK last year to raise awareness of the key attributes that set EU food and beverages apart: safety, quality, authenticity, and sustainability. This year, at the Food & Drink Expo, the campaign is shining a spotlight on the remarkable heritage, variety, and creativity of EU brewing traditions.
Visitors to Booth KK331 will be able to explore beers from more than 17 EU Member States, from the classic styles of beer-obsessed nations like Belgium, Czechia, and Germany, to contemporary takes on pale ales and fruit-infused sours. To help guide visitors through this diverse landscape, acclaimed beer writer, author, and campaign advisor, Mark Dredge will be on-hand to answer questions and offer tailored advice on selecting beers to enhance venue portfolios.
Mark Dredge, known for his expertise in beer culture, will also host a masterclass titled “Discovering unique and lesser-known beers and beer styles from EU Member States, along with their unexpected pairings” on Monday, 7th April at 12.30pm. This session will offer attendees practical insights on introducing distinctive beer options that excite customers and boost sales through engaging food pairings.
Some of Mark’s highlights and beers to look out for at the event include:
· Samichlaus Schwarzes Bier from Austria—A rich, intense lager brewed just once a year, famously paired with desserts like apple strudel and Black Forest gateau.
· Carlow O’Hara’s Leann Folláin from Ireland—A robust, dark stout that pairs superbly with grilled meats, elevating the classic pub dining experience.
· Belgian and French blonde ales - Featuring Champagne-like qualities, with brisk carbonation, delicate biscuit notes, and a subtle herbal finish.
· Reidenburger Hefe-Weizen from Germany —A beautifully balanced German wheat beer rarely seen in the UK, recommended for pairing with Southeast Asian cuisine.
· A diverse range of crisp lagers and pilsners from countries including Estonia, Lithuania, Poland, Portugal, Romania, Spain, and Germany.
Mark says: “The EU is world-renowned for its diverse and extensive beer offerings, and this event will showcase some real gems.
“When we travel to countries like Germany, Czechia, and Belgium, we naturally expect exceptional beer. We also have vivid holiday memories of enjoying refreshing lagers beneath the Mediterranean sun or savoring darker, stronger beers in colder mountain climates. As a result, British consumers have become increasingly adventurous and open to exploring new beer styles, especially with the right guidance. Today, supermarkets and specialist beer shops offer an incredible variety, and drinkers expect the same level of diversity and discovery when visiting pubs and bars.
“Effective staff training is essential, particularly when introducing customers to new beer experiences. Well-trained staff who can ask thoughtful questions like ‘Do you prefer something hoppy, malty, or sour?’ can make a significant difference in helping drinkers find beers they truly enjoy. Offering smaller servings, such as one-third pint measures, also allows customers to comfortably explore stronger or more unusual beers—reflecting the tasting culture many enjoy when travelling abroad.
“When pairing beer with food in pubs and bars, my advice to operators is simple: don’t overthink it. Beer and food pairings should feel natural and intuitive. For example, pale ales pair beautifully with fish and chips, stouts enhance dishes like pies and sausages, and IPAs complement burgers perfectly.
“From alcohol-free options to powerful 15% ABV beers, from subtle pale lagers to vibrant fruit sours and indulgent chocolate-and-coffee stouts, there truly is a beer for every palate. For drinkers who appreciate quality, authenticity, and heritage, the EU offers hundreds of beers crafted in the same way, using the same ingredients, as they were centuries ago. I’m excited to introduce visitors to these outstanding beers and the remarkable stories behind them.”
For more information, please visit: https://enjoy-its-from-europe.campaign.europa.eu/united-kingdom/en
