Discovering Flanders’ beer culture with content creators: a surprising blind tasting.
Flanders is much more than art, history, and architecture. It’s also a land of deep-rooted gastronomic traditions — and among them, Belgian Beer Culture stands out. With a long and celebrated legacy, these beers are a symbol of quality, character, and authenticity.
In collaboration with Visit Flanders, Beer Events is launching a new project that invites the public to rediscover this beer heritage in a truly special way: through the eyes and taste buds of content creators.
A weekly digital experience: From November 27, 2024 to February 12, 2025, ten beer-focused content creators will deliver a weekly immersive digital experience, connecting audiences with tradition and bringing Belgian beer culture closer to a young, curious, and social-media-savvy audience.
This is how the campaign “Blind Tasting” is born — an innovative concept that combines mystery and discovery to spark real, spontaneous emotional connections between creators and followers.
Over the course of 10 weeks, each expert will receive a mystery box at home containing a Belgian beer — carefully wrapped so its brand and style are unrecognizable at first glance. This element of surprise is key to putting their senses to the test. Through short and dynamic videos, creators will share their tasting journey with the public: smelling, sipping, describing, and guessing the beer type. Each video will end with the big reveal — the beer unveiled — and a final reflection on the experience.
A campaign that connects “Blind Tasting” is not just a promotional campaign — it’s an invitation to travel through the senses, to discover a region through one of its most iconic products. It’s also a commitment to creating authentic content, connecting people, flavors, and emotions through a shared story.