Along with a series of recent developments, including legislative ones, Unionbirrai has promoted, both internationally and internationally, one of the most pressing issues for the current era of the beer industry: communication between breweries and consumers. On April 10, the European portal Know Your Beer, promoted by the European Beer Consumers’ Union (EBCU), was presented at the Chamber of Deputies. Simone Monetti, Unionbirrai Secretary General, discusses the project.
What is the role of the European Beer Consumers’ Union in the European beer system?
The EBCU plays a coordinating and representative role at the European level: it is an umbrella organization that brings together national associations committed to protecting and promoting beer consumers, with diverse approaches, ranging from homebrewing groups to enthusiast associations. Its mission is twofold. On the one hand, it guarantees consumers access to a genuine diversity of products, indirectly supporting the viability of small, independent breweries, which are primarily responsible for expanding supply and quality in the market. On the other, it intervenes at the European institutional level to highlight critical issues and disparities between countries, for example regarding excise duties, market rules, or practices that impact final prices. Another cornerstone of the EBCU’s work is transparency: the association acts as an interlocutor with legislators to ensure that consumer information regulations are increasingly clear, accessible, and comprehensive, thus strengthening the awareness of beer buyers and consumers.
What activities are carried out in Italy within the EBCU framework?
In Italy, the relationship with EBCU takes shape through various activities, most notably the Beer of the Year competition, organized by Unionbirrai and supported by the European endorsement for its transparency and reliability. The competition is distinguished by a rigorous approach: it features a clear judging system, with defined podiums (first, second, and third place) and blind tastings, conducted according to high standards. This ensures that the results truly reflect the qualitative value of the competing beers, offering a credible reference for consumers as well. At the same time, Unionbirrai contributes to the dissemination of cultural initiatives promoted by EBCU, such as the European Guide to Beer Styles, which goes beyond a technical classification but delves into the historical and cultural context of beers. In this context, Italy plays a significant role, directly contributing to the definition and promotion of internationally recognized styles such as Italian Pilsener and Italian Grape Ale.
What are the goals and tools of the Know Your Beer project?
Know Your Beer was created with a very clear goal: to make consumers more informed, enabling them to truly understand what they’re drinking. It’s not a technical or educational tool, but a practical aid that helps interpret the information on the label and assess the producer’s level of transparency. This is crucial, because beer is a complex and far from uniform product, even though it’s often perceived as such. Through simple and accessible information, the portal allows consumers to navigate the ingredients, origin, characteristics, and production methods, offering immediate feedback on the quality of the information provided. In this sense, Know Your Beer becomes a tool that allows consumers to make more informed choices.
Among the key words cited during the presentation at the Chamber of Deputies were responsible consumption, product origin, and even advice on storing and serving beer. Essentially, a guide to informed and experiential drinking?
Absolutely. Awareness is a goal shared by both consumer organizations and producers. Informing means, first and foremost, making what we consume transparent, including aspects related to health and healthy drinking habits. At the same time, Know Your Beer goes beyond basic information and guides the consumer through the beer experience: from storage to serving, to choosing the right glass or pouring method. Beer, in fact, is a product closely linked to the drinking experience. Unlike other agri-food sectors, where the local area is immediately perceptible, in the case of beer, the experience is built along the entire supply chain, up to the moment of serving. For this reason, even seemingly secondary aspects become an integral part of the perceived quality.
Did the meetings hosted in Rome for the EBCU 73rd Delegates Meeting reveal experiences from other European countries that could be applied to Italy?
The EBCU 73rd Delegates Meeting is certainly a moment for discussion and networking, but it is part of an ongoing effort that develops throughout the year through working groups and constant exchanges between organizations. From this perspective, rather than importing external models, it often emerges that Italy already serves as a benchmark, especially in the agri-food sector. A concrete example is the indication of the production facility on the label: a practice that is now consolidated in our country and that in other countries still represents a goal to be achieved. This reflects a typical characteristic of Italian craft breweries: the desire to tell their story, to declare their origin and identity, enhancing their connection to the territory. At the same time, the European comparison also highlights some critical issues, especially in countries with more restrictive alcohol policies, such as Ireland and the Nordic countries. In these contexts, dynamics are observed that can penalize the sector, such as increased taxation or marketing restrictions. Our joint effort also aims to prevent these trends, seeking a balance between consumer protection and the development of a sector that has proven to generate economic, cultural, and territorial value.
