Pioneer in brewing tourism
Since 2013, we have been doing everything we can to develop and structure brewing tourism.
Based in Lille since its creation, L'Echappée Bière has been bringing the Beer Routes to life for 10 years now in the regional territory, whether for professionals, foreign tourists or locals. Through themed and varied tours, covering the entire region, we take the general public to discover the territory through the prism of brewing and gastronomy.
More broadly, these 10 years have been an opportunity for us to carry out several initiatives to highlight brewing heritage. From festivals to White Papers, from Conferences to Beer Nights, a chronological look back at 10 years of clearing the way and working on behalf of the brewing industry and its tourism and events development.
Creation of the Beer Escape
L'Échappée Bière was born in November 2013, in Lille, from a simple observation: the absence of a professional and structured beer tourism offer in Hauts-de-France, a region nevertheless bearing a particularly rich brewing culture and heritage.
Setting up the first circuits
Our initial offer is simple: brewery tours, tours with discovery of craft breweries and meals in estaminet (typical restaurants of the region), setting up themed beer routes (memorial tourism, culture, gastronomy, etc.) in Hauts-de-France as well as in neighboring Belgium, urban treasure hunts and guided tours of Lille on the theme of beer.
Drafting of the White Paper on Brewing Tourism
A unique document, produced independently and intended for political decision-makers and professionals in the brewing and tourism industries. Its ambition? To raise awareness of the issue of brewing tourism, draw up an assessment, and develop avenues for further work. The result is four major projects:
– Rebuilding the image of beer in Hauts-de-France
– Train and raise awareness among professionals
– Structure the tourist offer
– Communicate and promote the existing offer
– Rebuilding the image of beer in Hauts-de-France
– Train and raise awareness among professionals
– Structure the tourist offer
– Communicate and promote the existing offer
1st Brewing Tourism Conference
A logical and “materialized” continuation of the White Paper was the holding of the 1st Brewing Tourism Conference on October 20, 2017.
The objective? To bring together both the beer industry and the tourism industry (tourist offices, hoteliers, elected officials) to reflect on the challenges and the future of beer tourism.
This working day, which took place at the headquarters of the Hauts-de-France Regional Council, brought together more than 80 stakeholders and participants and highlighted an observation, expectations and avenues of work that are still extremely relevant today:
– Carry out an audit of the forces present
– Label the actors
– Train CHR staff
– Adapt and develop the offer according to the public
– Better communicate on what already exists
– Initiate Major Projects: a beer science school, an incubator and…a Beer City
This edition will be followed by a second, on October 11, 2019
The objective? To bring together both the beer industry and the tourism industry (tourist offices, hoteliers, elected officials) to reflect on the challenges and the future of beer tourism.
This working day, which took place at the headquarters of the Hauts-de-France Regional Council, brought together more than 80 stakeholders and participants and highlighted an observation, expectations and avenues of work that are still extremely relevant today:
– Carry out an audit of the forces present
– Label the actors
– Train CHR staff
– Adapt and develop the offer according to the public
– Better communicate on what already exists
– Initiate Major Projects: a beer science school, an incubator and…a Beer City
This edition will be followed by a second, on October 11, 2019
1st edition of BAL – Beer in Lille
The BAL festival, for Bière A Lille. At a time when all the major cities in France were "endowing" a major brewing event, it seemed important to us that the city of Lille have its own. The BAL promotes beer culture during a week of events in the bars, restaurants, and wine shops of the metropolis, followed by a closing weekend bringing together breweries from diverse backgrounds.
From a first edition with 15 breweries and 2,000 visitors, the BAL is today, at the time of its sixth edition, one of the major brewing events in France with 18,000 participants throughout the week and 100 invited breweries.
From a first edition with 15 breweries and 2,000 visitors, the BAL is today, at the time of its sixth edition, one of the major brewing events in France with 18,000 participants throughout the week and 100 invited breweries.
1st edition of Beer Night in Lille
The idea? Visit four breweries open exclusively for the event for an entire night (7 p.m. to 6 a.m.). It's a unique and festive way to meet the people who make beer.
Rest, tastings and entertainment are organized throughout the event. In the first year, the Beer Night attracted around a hundred participants, divided into two coaches.
Rest, tastings and entertainment are organized throughout the event. In the first year, the Beer Night attracted around a hundred participants, divided into two coaches.
1st Beer Tourism Map in the Lille Metropolitan Area
At the request of the European Metropolis of Lille, as part of the launch of its attractiveness strategy through brewery tourism, we were commissioned to create the first map listing breweries, restaurants, cafés, and wine shops, promoting brewery offerings and diversity. This map is still relevant today and will undergo its 4th update in 2023 via the Hello Lille attractiveness agency.
Initiation – with several parliamentarians – of a study group on the brewing industry at the National Assembly
L'Échappée Bière, along with several members of the "Brewing Industry" study group at the National Assembly, initiated a meeting with Atout France (the national tourism development agency) to discuss brewing tourism. The outcome was a promise to set up a working group on the subject before the end of 2019.
Creation of cross-border maps of beers from the North and Belgium (Interreg Project)
As part of the Interreg scheme, publication of a cross-border map of historic beers from the North of France and Belgium, in this case, for the two “cousin” styles that are Bières de Garde and Bières de Saison). A concrete and materialized highlighting of two strong gastronomic and identity heritages.
Online beer tourism platform
Launch of the echappee-biere.com website, which offers reservations and purchases of all our offers directly online.
Launch of Route-Bière.com
Creation and launch of an online media dedicated to beer tourism across six Franco-Belgian territories. Articles, tests, discoveries, we highlight tourist gems related to beer, but not only.
Abbey Beer Festival in Vaucelles
1st edition of the Abbey Beer Festival which showcases these beers and breweries so popular within the grounds of Vaucelles Abbey.
Production of a note of intent within the framework of the AMI Cité de la Bière
Additional note of intent to the 2016 White Paper on Brewing Tourism, to the 2017 and 2019 Brewing Tourism Conferences as part of the creation of the Cité de la Bière
