EU Beer Showcase at Food & Drink Expo 2025 Draws Strong Industry Interest and Positive Feedback

The European Union’s ‘More Than Only Food & Drink’ campaign received a warm reception at this year’s Food & Drink Expo, held April 7–9 at the NEC Birmingham, UK. The EU pavilion at Booth KK331 featured a curated selection of more than 20 beers from across Member States, drawing praise from hospitality professionals for both the quality of the offerings and the expert insights provided during the event.

The showcase demonstrated the EU’s leadership in brewing innovation, tradition, and sustainability, highlighting beers ranging from classic lagers and ales to modern sours and high-ABV seasonal styles.

Strong Industry Engagement

Chefs, restaurateurs, and drinks buyers were particularly engaged with the opportunity to taste beers that are not widely available in the UK market. Many expressed interest in integrating European beers into their menus, thanks to the breadth of styles and food-pairing versatility on display.

“The response from the industry has been outstanding,” said a spokesperson for the EU campaign. “Visitors were impressed not just by the variety and quality of the beers, but also by the potential these products have to enhance the overall dining experience.”

Expert-Led Education

A highlight of the three-day event was the beer masterclass hosted by Mark Dredge, award-winning beer writer and advisor to the campaign. His session, “Discovering Unique and Lesser-Known Beers and Beer Styles from EU Member States,” provided practical insights into flavour profiling, serving strategies, and pairing recommendations.

Attendees praised the session as a key learning opportunity, with many noting its relevance to current consumer trends around craft, authenticity, and experience-driven dining.

Beers That Captured Attention

Among the most talked-about beers at the showcase were:

• Samichlaus Schwarzes Bier (Austria) – A powerful, dark lager with dessert-pairing potential.

• Reidenburger Hefe-Weizen (Germany) – A smooth wheat beer ideal for pairing with spicy Asian cuisine.

• Carlow O’Hara’s Leann Folláin (Ireland) – A bold, full-bodied stout perfect for smoked meats.

• Belgian & French Blonde Beers – Light, herbal, and dry—standout matches for Middle Eastern dishes.

Long-Term Interest

Following the event, several UK operators have expressed intent to trial featured beers on their menus and initiate supplier discussions. The campaign’s message around smaller servings, curated pairings, and elevated beer presentation resonated strongly, particularly with younger, experience-seeking demographics.

The success of the pavilion underscored the EU’s continued relevance in the global premium beverage market and the growing appetite among UK consumers for high-quality, story-rich beer experiences.

About the Campaign

The ‘More Than Only Food & Drink’ initiative is a promotional campaign funded by the European Union to raise awareness of the quality, safety, authenticity, and sustainability of food and beverage products from EU Member States. It aims to connect professionals and consumers alike with the culinary excellence that Europe has to offer.