“Visitable Brewery Label”: beer tourism in Greece

After the successful development of wine tourism, which is gaining momentum in our country, the Hellenic Association of Brewers announced the launch of a new direction – beer tourism.

The Ministry of Tourism has established the Visitable Brewery Label and intends to promote a new tourism product. It is assumed that the inclusion of beer tourism in national activities to promote the tourism product will increase the attendance and extroversion of breweries, highlighting the culture of beer in our country.

Last Wednesday, a corresponding event was held, which was attended by the Deputy Minister of Tourism Sofia Zaharaki. It was noted in the discussion that a huge number of requests are already coming from travel companies and individuals to visit breweries, get acquainted with the production process of the drink and taste the finished product.

The Deputy Minister noted that with the Visitable Brewery brand, the brewery becomes part of hospitality, “coming to the creative integration of the world of domestic beer as a whole, from raw materials to its processing in breweries, and the production of Greek beer with hospitality.” She explained, quoted by CNN Greece:

“We are committed to the responsible development of the Greek tourism product in terms of sustainability and its further diversification through the promotion of special forms of tourism, the creation of new comprehensive tourism packages with a focus on the quality and intensity of the experiences offered.”

In order for a brewery to receive the Visitable Brewery Label, it must meet certain requirements for facilities, health areas, hospitality, tours, accessibility, and more. Today, more than 100 wineries have a similar sign of the “Visited Winery”.

According to Sophocles Panayiotou, president of the Association of Greek Brewers, the “guide” to action for them was the experience gained during the long operation of the “visiting wineries”. It was on the basis of it that the brewers turned to the Ministry of Tourism with a request to establish a similar sign for them. He noted:

“The growing public interest in beer products and the rapid growth of microbreweries over the past decade have prompted us to present this proposal.”

Mr. Panayiotou pointed to the “Open Breweries” campaign already implemented by the association and said that, in his opinion, brewery tourism would strengthen enterprises operating in the region and in tourist areas and would successfully contribute to the development of the industry.

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