Last year marked a return to stability for brewers in Belgium as beer consumption almost returned to its pre-Covid levels, but exports reduced by 5.5% in 2022, with fears being raised over Belgian beer increasingly made outside of Belgium.
While the sector was hoping for a return to normal in 2022, the latest figures from the Belgian Brewers’ annual report showed consumption reached 6.9 million hectolitres in 2022, up slightly from the 6.5 million hectolitres in 2021, but still 0.2 million below figures from 2019.
"We must bear in mind that the beer market in Belgium has been in constant decline for 25 years," Krishan Maudgal, director of the federation, stated upon publishing the report on Thursday.
While consumption in restaurants and bars continues to lag behind, beers sold in supermarkets – increasingly accounting for a higher share – exceeded those of 2019. Prices in the hospitality sector rose faster than in supermarkets due to inflation, but the rise was also down to the increase in home consumption, and the growing range of beers on offer in supermarkets.
Denting image?
The export figures from 2022 presented a mixed picture. As has been the case for years, twice as many beers produced in Belgium are exported compared to those consumed here. However, exports have fallen for the fourth year running, down by 5.5% in 2022 to nearly 16.4 million hectolitres.
Belgian brewers have never done so much business with EU countries yet last year long-haul exports to mass importers fell more than 30% (down to 2.9 million hectolitres). The total volume of beer exported to the United States was ten times less in 2022 than in 2019.
Maudgal remains calm about the image of Belgian beer on the other side of the Atlantic, stating it has not been dented because most of the consumption here is no longer reflected in our brewers' figures as some of the big players are now opting to produce their beers on site, supposedly for environmental reasons.
Credit: Belga / Anthony Dehez
For example, the world's leading beer producer and conglomerate AB InBev decided in 2021 to stop only brewing its flagship brands Stella Artois and Hoegaarden in Belgium, moving a part of its production to the United States.
The move was designed to better-supply the North American markets with the increased demand and growing popularity. It has also stated that producing these beers in the USA will reduce CO emissions by 7,000 tonnes a year.
Maudgal told L'Echo that this relocation doesn't change the basic principles of the 'Made in Belgium' brand in terms of the dynamics, reputation and quality of Belgian beer.
"Beers produced abroad may no longer carry the label 'produced in Belgium', but they still carry the Belgian beer culture, as long as they respect the quality requirements and their characteristics," he noted. However, for the Belgian beer economy, the loss of exports may be a heavier blow.
