Brewing sustainability : how beer events adapt to the ecological transition

Abstract

This thesis is about on how beer festivals and brewing events could be made more sustainable and responsible. The goal was to understand how the events industry and in particular the craft beer sector is responding to current environmental challenges. It examines current practices, international trends and the explications of the public and partners.

The study combined academic sources, European case studies and six-month internship at Brussels Beer Project (BBP) during which I helped coordinate a number of events. The main question was: How do beer-related events keep the ecological transition alive as a culture and social value?

The results show that sustainability is increasingly becoming a topic of discussion. According to the public, sustainability translates into waste reduction, transparency and local partnership. Festival have therefore evolved from purely entertaining activities to a balance between pleasure and purpose, which may include alcohol-free options, reduce energy consumption and collaborate with NGOs. With the case of BBP, the study show that change can event be driven by small breweries that adapt their formats values and communication.

The thesis also proposes recommendations for better sustainable practices at events such as planning public involvement and strong local networks. Despite some limitations (such as a lack of precise data), the study offers a valuable overview of a sector in transition