The Brussels Beer Challenge aims to promote the beer industry in a market that is not only a benchmark for beer but also home to connoisseurs. The event dovetails with “Brussels, 2012 gourmet food capital” which provides the ideal setting for promoting products from the global beer industry. International experts will gather to assess beer entries objectively, professionally and without bias. During the tasting, all beers will be flighted into consistent categories based on origin, archetypal characteristics and style. Award-winning beers from the Brussels Beer Challenge will benefit from media exposure and international recognition. These accolades will become a powerful marketing tool, opening up new development prospects. The inaugural Brussels Beer Challenge took place from November 2 to 4, 2012 in Brussels.