The European Beer Consumers Union (EBCU) held its 71st Delegates Meeting in Brussels on 25–26 April 2025, gathering representatives from its member organisations to reflect on recent progress and shape the organisation’s future strategy. The event followed a public seminar focused on transparency, sustainability, and rising consumer expectations.
Seminar: Transparency, Sustainability, and Well-being
Henri Reuchlin (former EBCU Chairman), Julia Leferman (Brewers of Europe), Yu Mey Kwee (CRAFT, Netherlands) and André Brunnsberg (EBCU). Photo by Matthew Rogers.
On Thursday 24 April, EBCU hosted a seminar titled “Rising Costs, Rising Expectations: Beer Consumer Trends 2025 – Environment, Transparency, and Well-being.” The seminar addressed key issues including inflation, environmental responsibility, and the need for honest labelling—particularly the importance of stating clearly where a beer is brewed and who owns it.
Speakers included Julia Leferman (Brewers of Europe), Yu Mey Kwee (CRAFT, Netherlands), Alessandra De Santis (CIA, Brussels), André Brunnsberg (EBCU), and moderator Henri Reuchlin (former EBCU Chairman).
The session underlined the importance of consumer rights and industry accountability, setting the tone for the days that followed.
Internal Focus and Forward Planning
Photos by Matthew Rogers
Friday’s session at De Markten covered a wide range of internal topics including national reports, finances, strategy updates, and working group reviews. Delegates discussed how EBCU can grow its visibility, improve communication, and support its members more effectively. A proposal to introduce a development loan scheme for member organisations was debated and will be decided at the next online meeting.
Practical Workshops and Strategic Input
Photos by Matthew Rogers
Saturday’s programme at Muntpunt Library focused on practical collaboration. Delegates participated in workshops on strengthening member organisations, attracting younger members, and increasing EBCU’s impact. Ideas ranged from hosting EBCU events at festivals and improving communications, to long-term projects such as certification schemes and coordinated campaigns around beer culture.
A separate session explored how EBCU can promote beer’s role in health and well-being, highlighting the positive role of pubs as community spaces—while also acknowledging the importance of language when discussing alcohol-related topics.
Looking Ahead
The meeting concluded with renewed energy and a clearer direction. Delegates agreed on the value of continuing the seminar format, enhancing communications, and developing a more strategic approach to advocacy and collaboration. The next Delegates Meeting will take place in Warsaw, Poland, in October 2025.
