To mark the 700th anniversary and of the creation of Hoegaard beer, the municipality of Hoegaarden wanted to promote its beer heritage, beer culture and the connection with agriculture.
To achieve this, a number of new tourist beer-related products were launched. Existing tourist products such as the ‘Historisch brouwleerpad’ (Historical educational brewing trail) tourist publication have been upgraded and renewed. This trail has been made more accessible and visibility improved thanks to signposts with copper nail heads inset into the path like the signage in large cities.
In order to gain a real experience of the importance of agriculture in the production of beer, a “Straffe Benen” beer bike tour has been created. A number of 'eye-catchers' have also been placed at sites where tourists and passers-by take their 'I was in Hoegaarden' selfies.
To meet these objectives, the municipality was working together with the tourist information office, the local history circle, the beer guild, farmers and many other local players.
